loader image
January 2023

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

Three men and two of them shaking hands
  • This partnership is part of Apparel Group’s aspiring local talents and incubation strategy 
  • 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 the Project Chaiwala brand by increasing its retail footprint across the GCC and beyond with a goal to have a Project Chaiwala in every neighborhood. 

Neeraj Teckchandani, CEO of Apparel Group said, “Apparel Group’s proven history and expertise in matching effective brand positioning with retail execution results in our exceptional performance. We believe in supporting local talents and it is our goal to nurture and foster homegrown concepts that contribute to the UAE’s long-term success. We will continue to boost and support Project Chaiwala’s expansion and growth plans through our global omnichannel development strategy.,” 

Justin Joseph, Co-Founder of Project Chaiwala said, “I am extremely excited about the partnership with Apparel Group and the immense number of possibilities it opens up for Project Chaiwala to truly become a global tea brand as we grow on the shoulders of one of the most successful retail operators in the region and beyond” 

 “As a UAE National, it is very exciting and refreshing to be able to align with the Apparel Group and the belief the management team has shown in us in expanding the brand as a UAE National concept; encompassing the nation’s high values and standards whilst growing it as a global Omni channel tea business,” said Ahmed Kazim, Co-Founder of Project Chaiwala. 

A successful operator with a growing presence in the region for more than 5 years, Project Chaiwala currently operates in outlets across the UAE. The partnership will bring Apparel Group expertise across the region to Project Chaiwala, consolidating its considerable depth of experience in the regional food and beverage industry. 

Apparel Group 

About Apparel Group LLC  

Apparel Group is a global fashion and lifestyle retail conglomerate residing 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 on all platforms while employing over 18,500+ multicultural staff.  

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt, and Philippines.  

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals.  

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades. 


Project Chaiwala 

Project Chaiwala is a homegrown tea concept started in 2017. Project Chaiwala serves handcrafted blends of freshly brewed tea made using authentic recipes by their specialist “Chaiwalas’  reminiscent of the streets of India while also celebrating Middle Eastern tea drinking culture. It specializes in serving authentic Chai better known as “Karak”, varieties of tea and Indian inspired street food in an urban setting. What started as a pop up concept, Project Chaiwala has since evolved into a multi chain cafe with 5 outlets in the U.A.E. 

Started by two ex-finance professionals, Emarati Ahmed Kazim and Indian origin Justin Joseph, the two aspiring entrepreneurs noticed an opportunity to create a brand for the UAE’s most loved beverage – Karak. Born out of the community, Project Chaiwala represents the multinational youth culture of the UAE and seeks to expand the concept regionally and globally.  

In addition to launching retail cafes, the brand is also looking to launch its own line of packaged products sold online and offline along with a B2B offering.