Lipton brewing tea with ‘Project Chaiwala’

Adgully Bureau |

Lipton, the world’s leading tea brand, is partnering with UAE-based café concept, Project Chaiwala, to provide exclusive, tailor-made blends from the best tea plantations. This is the first move, in a series of collaborations aimed at supporting Lipton’s regional market dominance through the support and uplift of homegrown UAE businesses.

Project Chaiwala, a homegrown tea concept founded in 2017, 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.

To start with, Lipton will provide Project Chaiwalla with three dedicated blends and a tea supply solution, eliminating concerns related to product sourcing, raw material availability, and tracking. The bespoke blends will not only provide customers with unparalleled tastes, but has also undergone a seven-step iterative process developed by experts who used different grades, original combinations, and sourced quality products from the finest tea gardens globally.

Participants ranging from Lipton’s in-house experts to café staff and customers were invited to taste-test the various blends. 

Abhiroop Chuckarbutty, President- Africa, Middle East, and Turkey, Lipton Teas and Infusions, said: “We are very excited by this partnership with Project Chaiwala. 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.”

Ahmed Kazim, Founder of Project Chaiwala, added: “As a UAE national who grew up here, this partnership with Lipton is a huge deal for me personally. We only started Project Chaiwala six years ago, so partnering with such a renowned name is hard to believe. This year represents major growth for the business as we aim to become a global company representing the multicultural heritage of the UAE through karak. We have plans to launch up to three flagship locations across the country this year, each with a new look yet retaining the traditional ‘Chaiwala experience.”

Lipton’s collaboration with Project Chaiwala is the first of several, with further agreements in the pipeline for later this year.