Apparel Group’s strategic partner, Project Chaiwala, an iconic UAE-based café concept, partners with Lipton, the globally renowned tea titan, to co-create exclusive blends, with both entities cementing their commitment to premium quality and innovative offerings.
Founded more than 130 years ago, Lipton first arrived in the Middle East in the 1980s, growing into the most popular tea brand in the region and enjoying market leadership in the Emirates. Its partnership with Project Chaiwala, a homegrown tea concept founded in 2017 and known for its nostalgic charm and traditional offerings such as karak, sees the Lipton’s tea-masters collaborate with Project Chaiwala to understand the unique needs and taste preferences of the teashop and café’s clients.
Lipton is now providing Project Chaiwala with three dedicated blends and a tea supply solution, eliminating concerns related to product sourcing, raw material availability, and tracking. The bespoke blends not only provide customers with unparalleled tastes, but also underwent a seven-step iterative process developed by experts who used different grades, original combinations, and sourced quality products from the finest tea gardens globally.
“We are very excited by this partnership with Project Chaiwala,” said Chuckarbutty. “Our vision focuses on reinforcing Lipton’s position within the regional market, and supporting local businesses and street side cafes is a key part of the objective. Both brands share similar values in that we are both passionate about tea, have strong links to the region, and put our consumers’ needs first. The bespoke blends we curated specifically for Project Chaiwala are only available for consumers at Project Chaiwala café. I believe this collaboration to be the beginning of a long-standing partnership.”
