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March 2023

Project Chaiwala and Rove Hotels Collaborate to Bring the Authentic “Karak” Experience to Guests this Ramadan

Chaiwala 3-in-1 instant Chai Mix, named “Og Karak” in paper cup

Introducing “OG Karak”: A Unique 3-in-1 Instant Chai Mix Experience during Ramadan at Rove Hotels

Apparel Group’s strategic homegrown partner Project Chaiwala is set to partner with Rove Hotels to introduce a new product this Ramadan: the 3-in-1 Instant Chai Mix, named “OG Karak.” This exciting collaboration combines the best of both brands, providing an authentic taste of UAE culture through its favorite beverage, Karak.

The “OG Karak” instant chai mix has been carefully developed to emulate the taste of Project Chaiwala’s best-selling chai, “Karak,” and will be available in all Rove Hotels’ rooms during the month of Ramadan. Guests can enjoy this delightful beverage while exploring the city or relaxing in their rooms.

Moreover, Project Chaiwala will also participate in Iftar and Suhoor celebrations across all Rove properties, where their famous Chaiwalas will prepare and serve chai to guests at The Daily – Rove’s in-house food and dining restaurant.

This collaboration marks the second activation between Rove Hotels and Project Chaiwala, following their successful UAE National Day “Street food and Chai” tour in old Dubai, in partnership with local tour company Frying Pan Adventures.

Ahmed Kazim, co-founder of Project Chaiwala, expressed his gratitude for the collaboration,”We are extremely grateful for the support that ROVE has given us in providing a platform to showcase our brand to their guests and champion homegrown concepts like Project Chaiwala.”

Justin Joseph, co-founder, sees this partnership as a stepping stone for the brand’s expansion, “This collaboration gives us an opportunity to foray into packaging consumer packaged goods and expand our offering from just retail cafes. We look to continue innovating products for partners like ROVE over the next phase of our expansion.”

Inspired by the streets of India, Project Chaiwala celebrates the unique urban tea and snack house experience, offering handcrafted chai blends and curated snack menus. The brand is well-known for its high-quality products and the one-of-a-kind “Chaiwala” experience.

In line with its mission to become a global omni-channel tea company, Project Chaiwala has recently expanded its product offering to cater to B2B clients with proprietary chai blends, instant chai mix, and plans to launch ready-to-drink options in the near future.

About Apparel Group

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 2025+ retail stores and 80+ 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, Malaysia, Pakistan, and Egypt. Additionally, clear strategies are in place to enter emerging markets such as Hungary 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.

www.apparelgroupglobal.com

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.

Apparel Group’s homegrown brand, Project Chaiwala, is set to partner with Rove Hotels to introduce a new product this Ramadan: the 3-in-1 Instant Chai Mix, named “OG Karak.” This exciting collaboration combines the best of both brands, providing an authentic taste of UAE culture through its favorite beverage, Karak.