Tea aficionados, brace yourselves for a delightful blend of tradition and innovation! Lipton, the globally acclaimed tea brand, has embarked on an exciting journey with UAE-based café concept, Project Chaiwala. Together, they are set to offer exclusive, tailor-made tea blends sourced from the world’s finest tea plantations. This partnership marks the beginning of a series of collaborations aimed at strengthening Lipton’s foothold in the regional market while supporting local UAE businesses.
Brewing a Legacy
Lipton, with a remarkable legacy spanning over 130 years, made its debut in the Middle East during the 1980s. Over the decades, it has grown to become the most beloved tea brand in the region, claiming market leadership in the Emirates. Now, in a strategic move, Lipton joins hands with Project Chaiwala, a homegrown tea concept that sprouted its nostalgic charm and traditional offerings like karak back in 2017.
Meeting Unique Tastes
The essence of this collaboration lies in Lipton’s tea-masters partnering with Project Chaiwala to understand the distinct preferences of the teashop’s clientele. To cater to these preferences, Lipton is offering Project Chaiwala three dedicated tea blends and a comprehensive tea supply solution. This ensures a seamless experience, eliminating concerns related to sourcing, raw materials, and tracking.
Crafting the Perfect Blend
The bespoke tea blends are nothing short of an artisanal masterpiece. They underwent a meticulous seven-step iterative process, guided by experts who combined different grades and sourced top-quality tea leaves from the finest tea gardens across the globe. But what truly sets these blends apart is the collaborative effort that brought them to life.
Taste-Testing Extravaganza
A diverse panel, including Lipton’s in-house experts, café staff, and loyal customers, embarked on a taste-testing journey. Their valuable feedback was instrumental in refining the blends, ensuring consistent taste, flavor, and aroma. This collaborative approach not only pays homage to Lipton’s historical presence in the region but also showcases the brand’s adaptability in crafting tailor-made blends for startups like Project Chaiwala.
A Vision for Growth
Abhiroop Chuckarbutty, President – Africa, Middle East, and Turkey at LIPTON Teas and Infusions, shares his enthusiasm for this partnership. He says, “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.”
Brewing More Collaborations
Lipton’s collaboration with Project Chaiwala is just the beginning. Abhiroop Chuckarbutty hints at more agreements in the pipeline for later this year. The objective remains clear: supplying local businesses with tailor-made tea blends is a pivotal aspect of Lipton’s ambitious growth vision.
Dubai Factory’s Significance
In the grand scheme of Lipton’s global operations, the Dubai factory holds a special place. Located in Jebel Ali Free Zone, it stands as the largest in Lipton’s global network and one of the largest tea factories in the world. This underscores the brand’s commitment to the region and its mission to provide exceptional tea experiences.
A UAE Dream Come True
Ahmed Kazim, the Founder of Project Chaiwala, couldn’t be more thrilled about this partnership. As a UAE national, partnering with a renowned name like Lipton is a dream come true. He reflects on the journey of Project Chaiwala, which started just six years ago. This year, the business is poised for significant growth, with plans to launch up to three flagship locations across the country. These locations will retain the traditional ‘Chaiwala experience’ while embracing a fresh look, and Lipton’s innovation and excellence will serve as a strong ally on this exciting journey.
FAQs
Q: What is Project Chaiwala known for?
A: Project Chaiwala is renowned for its nostalgic charm and traditional offerings, such as karak tea.
Q: How many bespoke blends is Lipton providing to Project Chaiwala?
A: Lipton is offering Project Chaiwala three dedicated tea blends, each crafted to perfection.
Q: Where is Lipton’s Dubai factory located?
A: Lipton’s Dubai factory is situated in Jebel Ali Free Zone, making it one of the largest tea factories globally.
Q: What is the goal of Lipton’s collaboration with Project Chaiwala?
A: The collaboration aims to support local businesses, reinforce Lipton’s market position, and provide consumers with unique tea blends.
Q: How long has Lipton been a prominent tea brand in the Middle East?
A: Lipton first arrived in the Middle East in the 1980s, gradually becoming the most popular tea brand in the region.
Q: What sets Project Chaiwala’s partnership with Lipton apart?
A: Project Chaiwala’s partnership with Lipton combines tradition with innovation, offering tailor-made tea blends to UAE tea enthusiasts.
Conclusion
Lipton’s collaboration with Project Chaiwala is a testament to the brand’s commitment to excellence and its deep-rooted connection with the Middle East. As they craft unique tea blends that cater to local tastes, this partnership not only strengthens Lipton’s market dominance but also bolsters the growth of UAE businesses like Project Chaiwala. So, if you find yourself in the UAE, don’t miss the opportunity to savor these exclusive blends at Project Chaiwala’s charming café – a fusion of tradition and innovation in every cup.
