Karak takes flight: Lagardère Travel Retail launches Project Chaiwala campaign at DXB
Project Chaiwala takes off with Lagardère Travel Retail across Dubai International Airport
A new chapter in airport dining is brewing as Project Chaiwala, the UAE’s homegrown tea brand collaborates with Dubai’s Department of Economy and Tourism (DET) through the launch of a new campaign that will be featured across its outlets at Dubai International (DXB).
The campaign, titled ‘Karak → To The World’, will be headlined by the release of a limited-edition capsule collection, distributed across Project Chaiwala’s flagship locations, including three outlets in DXB. Key products include a DIY Chai Set, an Instant Chai Gift Pack, limited edition streetwear, and culturally inspired travel accessories, all co-branded with the official Dubai identity.
A Sip of Dubai for the World
This initiative builds on Project Chaiwala’s ongoing partnership with Lagardère Travel Retail, which saw the opening of three outlets at DXB, Terminal 3 in 2024. Designed to elevate the traveler experience, these locations offer a modern take on traditional karak chai, serving as a flavorful bridge between Dubai’s local culture and its global visitors.
“Launching the collection at DXB is not just a retail milestone, it’s a symbolic gateway,” said Ahmed Kazim, Co-founder/Chaiwala at Project Chaiwala. “We want travelers to take a piece of Dubai’s story home with them. Our chai isn’t just a drink; it’s a postcard in a cup.”
Anyone for karak chai on the fly?
What began as a humble ritual has become a global calling card. Karak chai – once brewed in the bustling souqs and roadside cafeterias of Old Dubai – has evolved into a symbol of cultural fusion. Through this campaign, Project Chaiwala wants to share that story on a global platform.
Justin Joseph, Co-founder of Project Chaiwala, commented, “Dubai is our muse. It’s a city where heritage and hustle live side by side. Karak chai may have roots in South Asia and the Gulf, but its true evolution happened here. In Dubai, karak became part of a third culture, shared between blue collar workers, creatives, CEOs, and dreamers from every corner of the globe.”
From the Streets of Dubai to DXB
The campaign will launch at Project Chaiwala outlets across DXB to coincide with International Tea Day on May 21. A short film, created in collaboration with Dubai Airports, will debut on social media to mark the occasion. Customers visiting Project Chaiwala will also receive a premium instant chai sachet, a gift that lets them take a taste of Dubai with them and continue their chai journey wherever they are in the world.
Karak chai – once brewed in the bustling souqs and roadside cafeterias of Old Dubai – has evolved into a symbol of cultural fusion
“Our partnership with Project Chaiwala has elevated the airport experience by introducing travelers to a homegrown brand that reflects the vibrant spirit of Dubai” said Vadim Motlik, CEO of Lagardère Travel Retail UAE. “We are excited to launch this new campaign at Project Chaiwala outlets in DXB, offering passengers an opportunity to take a piece of Dubai’s culture with them. Launching on International Tea Day, and with the support and shared vision of Dubai Airports, we’re confident this campaign will be a great success”.
John Rogers, Director of Commercial Operations at Dubai Airports, added, “DXB is more than just a gateway; it’s a stage for Dubai’s spirit, a hub that connects the world to one of its most vibrant destinations. With Project Chaiwala, we’re offering travelers more than a cup of chai, it’s a taste of the city’s culture and a celebration of a homegrown brand. We’re proud to support a project that’s turning a local favorite into a global memory.”
The campaign is a powerful reminder that Dubai is not just where stories begin – it’s where they’re brewed, blended, and bold enough to travel the world.
Project Chaiwala’s outlets are open 24/7 across Terminal 3 with dedicated areas at Treehouse Juicery in Concourse A, The Daily DXB in Concourse B and S34 in Concourse C.
