Apparel Group partners with 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.

Additionally, in 2023, Project Chaiwala will unveil a B2B offering that includes a proprietary chai brewing machine and a specialised offering (three-in-one sachet) for hospitality customers in the GCC. Neeraj Teckchandani, CEO at 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.”