Lagardère Travel Retail has partnered with Project Chaiwala for a campaign at DXB.

UAE homegrown tea brand Project Chaiwala has partnered with Dubai’s Department of Economy and Tourism (DET) and Lagardère Travel Retail to unveil the ‘Karak → To The World’ campaign at Dubai International Airport (DXB)Terminal 3.

The initiative, launched on International Tea Day, introduces a limited-edition capsule collection, bringing Dubai’s vibrant karak chai culture to global travellers.

The exclusive collection, available at Project Chaiwala’s three DXB outlets, includes a DIY Chai Set, Instant Chai Gift Pack, limited-edition streetwear and culturally inspired travel accessories, all co-branded with Dubai’s official identity.

In-terminal visitors will also receive a premium instant chai sachet, allowing them to carry a taste of Dubai worldwide.

Following the successful opening of three Project Chaiwala outlets at DXB in 2024, this campaign strengthens the brand’s partnership with Lagardère Travel Retail.

The outlets, located at Treehouse Juicery in Concourse A, The Daily DXB in Concourse B, and S34 in Concourse C, operate 24/7, offering travellers a modern take on karak chai – a drink rooted in Dubai’s multicultural heritage.

Homegrown roots

Vadim Motlik, CEO of Lagardère Travel Retail UAE said: “Our partnership with Project Chaiwala has elevated the airport experience by introducing travellers to a homegrown brand that reflects the vibrant spirit of Dubai.

“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.”

Justin Joseph, co-founder of Project Chaiwala, added: “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.”

The ‘Karak → To The World’ campaign aims to reflect Dubai’s role as a cultural hub, brewing stories bold enough to travel the globe.