The tea giant is venturing into beverages beyond the famous Lipton line-up.

Lipton announced that they would be partnering with Project Chaiwala, a UAE-based café founded in 2017, to provide exclusive, tailor-made tea blends. This is a massive step for the world’s leading tea brand, who is looking to accelerate their regional and global growth.

Lipton’s new collaboration sees the addition of Project Chaiwala to their plans for market dominance. By supporting local UAE businesses with their expertise, they will help uplift the industry. Project Chaiwala, known for their karak and other such nostalgic offerings, will be keen on working with the market leaders.

The tea masters are now providing their local counterparts with three dedicated blends and a tea supply solution. This helps Project Chaiwala with product sourcing, raw material availability, and tracking. In addition to this, it also helps Lipton understand the unique needs and preferences the café’s clients bring to the table. These bespoke blends offer customers a wide range of tastes sourced from the finest tea gardens in the world. To ensure maximum quality, Lipton experts introduced a seven-step iterative process for their offerings. Many participants were invited to sample the various blends and provide feedback. Partnerships with local brands like Project Chaiwala pay homage to Lipton’s history in the region.

“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 cafés 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.”

– Abhiroop Chuckarbutty, President, Africa, Middle East, and Turkey at Lipton Teas and Infusions

Chuckarbutty added that Lipton’s collaboration with Project Chaiwala was only the beginning, with further collaborations planned for the rest of 2023. They also plan on making their Dubai factory, located in Jebel Ali Free Zone, as one of the largest tea factories in the world.

Echoing Chuckarbutty’s words, 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 innovation and excellence can equip and strengthen us on this journey,” he concluded.

Visit projectchaiwala.com to know more about their association with Lipton.

Pranav is a writer and editor who always strives to weave stories and narratives with his words. He has written for multiple publications across a wide variety of beats. A keen opinion enthusiast, Pranav pursues the art of writing balanced pieces that explore every available POV before making his conclusion. In his free time, Pranav rages at his favourite sports teams and practices impressions.
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