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- As an omni-channel tea company, Apparel Group will drive the regional and international expansion of Project Chaiwala.
The Apparel Group, a leading global fashion and lifestyle retail group, is proud to announce a partnership with Chaiwala, a UAE-based tea concept. The partnership aims to grow Project Chaiwala’s presence in the UAE, further supporting the brand’s ambition to become a global omni-channel tea company. Project Chaiwala is proud to represent the UAE’s multicultural heritage through its most popular drink, Karak.
Apparel Group will usher in a new era of growth, brand enhancement and repositioning through refurbishment, marked by the introduction of a new look and store concept at flagship stores while retaining the ‘Chaiwala’ experience.
In the next chapter of Project Chaiwala, the tea menu will evolve to include limited-edition products and merchandise collaborations with other lifestyle brands, as it has done with Converse and Adidas before. Also, in 2023, Project Chaiwala will launch B2B products including a proprietary chai brewing machine and a product (3-in-1 sachet) exclusively for hotel customers in the GCC. According to its strategic objectives, Apparel Group will be an incubator for local businesses and talents. Apparel Group’s 5-year plan is to grow the Project Chaiwala brand by expanding its retail footprint in the GCC and beyond, with the goal of having a Project Chaiwala in every community.
Neeraj Teckchandani, CEO of Apparel Group, said: “Apparel Group’s proven history and expertise in matching effective brand positioning with retail execution has resulted in our exceptional performance. We believe in supporting local talent and our aim is to develop and nurture A long-term successful local concept in the UAE. We will continue to drive and support Project Chaiwala’s expansion and growth plans through our global omni-channel development strategy.”
Justin Joseph, co-founder of Project Chaiwala, said: “I am very excited about this partnership with Apparel Group, it opens up huge possibilities for Project Chaiwala, allowing us to grow on the shoulders of one of them to truly become a global tea brand .the most successful retail operator in the region and beyond”
“As a UAE national, it is very exciting and refreshing to be able to align with the belief that Apparel Group and the management team have shown us to expand the brand into a UAE national concept; to embrace the high values and standards of the country while developing it for the global omni-channel tea business,” said Ahmed Kazim, co-founder of Project Chaiwala.
Project Chaiwala is a successful operator with a growing presence in the region for over 5 years and currently has outlets across the UAE. The partnership will bring Apparel Group’s expertise in the region to Project Chaiwala, building on its extensive experience in the regional food and beverage industry.
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About Apparel Group LLC
Apparel Group is a global fashion and lifestyle retail group located at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2,010 retail stores and 78 brands across all platforms, while employing more than 18,500 multicultural employees.
Apparel Group has established a strong presence in the GCC and expanded its thriving market gateways in India, South Africa, Singapore, Indonesia, Thailand and Malaysia. In addition, there is a clear strategy for entering emerging markets such as Hungary, Pakistan, Egypt and the Philippines.
Apparel Group creates omnichannel experiences and operates brands from the US, Canada, Europe, Australia and Asia. These brands include fashion, footwear and lifestyle leaders such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot and Rituals.
The phenomenal growth of Apparel Group is due to the vision and guidance of its dynamic founder and chairman, Ms. Sima Ganwani Ved, who has led the company from strength to strength since its inception over the past two decades.
Chaiwala Project
Project Chaiwala is an indigenous tea concept started in 2017. Project Chaiwala serves hand-blended, freshly brewed teas prepared by their expert ‘Chaiwalas’ using authentic recipes reminiscent of the streets of India while also celebrating Middle Eastern tea drinking culture. It focuses on serving authentic chai (commonly known as “Karak”), a variety of teas and Indian-inspired street food in an urban setting. Project Chaiwala started as a pop-up concept and has grown into a multi-chain cafe with 5 branches in the UAE
Founded by two former finance professionals, Emarati Ahmed Kazim and Justin Joseph of Indian descent, the two aspiring entrepreneurs saw an opportunity to create a brand for the UAE’s most popular beverage – Karak. Born out of the community, the Chaiwala project represents the UAE’s transnational youth culture and seeks to expand this concept both regionally and globally.
As well as launching a retail café, the brand also hopes to launch its own line of online and offline packaged products, as well as B2B products.
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