Tea giant Lipton has announced a partnership with homegrown cafe Project Chaiwala.
Part of Apparel Group’s series of restaurants and cafes, Project Chaiwala is a homegrown concept cafe based in Dubai, UAE.
As part of the collaboration, the tea giant will co-create three new special tea blends for Project Chaiwala.
The collaboration is a part of Lipton’s vision to reinforce Lipton’s position in the regional market.
“We are very excited by this partnership with Project Chaiwala,” said, Abhiroop Chuckarbutty, President- Africa, Middle East, and Turkey at Lipton Teas and Infusions.
“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.”
The tea brand will expand its presence in the region through collaborations with start-up businesses.
“Such partnerships with local brands pay homage to the history of Lipton within the region and showcase the agility of Lipton through curating tailored made blends for start-up businesses,” adds Chuckarbutty.
On why the tea giant chose to partner with Project Chaiwala, Chuckarbutty said, “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.”
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Chuckarbutty also said that the collaboration is the first of many and that there were other collaborations in pipeline for the brands. He adds, “I believe this collaboration to be the beginning of a long-standing partnership.”
He also said that the Project Chaiwala tea blends would be available exclusively to the cafe’s customers.
Beyond the dedicated blends, the tea brand would also be acting as a supplier for Project Chaiwala.
Part of its extended vision, through supplying local businesses, the tea giant also hopes to highlight its locally based factory.
On the partnership, Neeraj Teckchandani, CEO of Apparel Group said, “In the heart of Apparel Group’s strategy is a passion for meaningful alliances. The partnership between Project Chaiwala and Lipton perfectly epitomises this, blending local authenticity with global excellence.”
