Apparel Group signs strategic partnership with UAE home-grown concept Project Chaiwala

Apparel Group signs strategic partnership with UAE home-grown concept Project Chaiwala

- Apparel Group is set to boost Project Chaiwala’s Regional and International expansion as an omni-channel tea company.

Apparel Group, a leading global fashion and lifestyle retail conglomerate is proud to announce the partnership with UAE-based home-grown tea concept, Project Chaiwala. The partnership aims to develop Project Chaiwala’s presence within the UAE, further supporting the brand’s ambition to become a global omnichannel tea company. Project Chaiwala is proud to represent the multicultural heritage of the UAE through its favourite drink - Karak.

Apparel Group will spearhead a new era of growth, brand enhancement, and repositioning through refurbishments, marked by the roll-out of a fresh new look and store concept at flagship locations while retaining the ‘Chaiwala’ experience.

In the next chapter of Project Chaiwala, the tea menu will evolve to include limited-edition product drops and merchandise collaborations with other lifestyle brands, as was done previously with Converse and Adidas. Additionally, in 2023, Project Chaiwala will unveil a B2B offering that includes a proprietary chai brewing machine and a specialized offering (3-in-1 sachet) for hospitality customers in the GCC. In line with its strategic objectives, Apparel Group will serve as an incubator for local businesses and talents. Apparel Group’s 5-year plan is to grow