‘Karak to the World’ – Lagardère Travel Retail reveals Project Chaiwala campaign at Dubai Airport

The campaign – which coincides with International Tea Day (21 May) – features a limited-edition capsule collection available at Project Chaiwala's Lagardère Travel Retail-operated outlets in Dubai International Airport Terminal 3.

May 21, 2025 - 17:20

‘Karak to the World’ – Lagardère Travel Retail reveals Project Chaiwala campaign at Dubai Airport

UAE. Homegrown tea brand Project Chaiwala has collaborated with Dubai’s Department of Economy and Tourism to launch a new campaign across its Lagardère Travel Retail-operated outlets in Dubai International Airport (DXB) Terminal 3. The roll-out coincides with today’s International Tea Day (21 May).

The campaign, titled ‘Karak to the World’, includes the release of a limited-edition capsule collection, distributed across Project Chaiwala’s flagship locations, including those at 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.

**The brightly illustrated ‘Karak to the World’ campaign includes limited-edition Project Chaiwala t-shirts and other exclusive** **merchandise**

Project Chaiwala Co-Founder Ahmed Kazim said, “Launching the collection at DXB is not just a retail milestone – it’s a symbolic gateway. We want travellers 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.”

The initiative builds on Project Chaiwala’s ongoing partnership with Lagardère Travel Retail, which saw the introduction of three DXB T3 outlets last year (see our story here). “Designed to elevate the traveller experience, these locations offer a modern take on traditional karak chai, serving as a flavourful bridge between Dubai’s local culture and its global visitors,” the travel retailer noted.

**This Lagardère Travel Retail-operated Project Chaiwala location in DXB Terminal 3 features in the campaign**

“Karak chai – initially brewed in the bustling souqs and roadside cafeterias of Old Dubai – has now evolved into a symbol of cultural fusion,” Lagardère Travel Retail added. “Through this campaign, Project Chaiwala wants to share that story on a global platform.”

Project Chaiwala Co-Founder Justin Joseph 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.”

A short film, created in collaboration with Dubai Airports, will debut on social media to mark today’s launch.

In-terminal 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”, in the words of Lagardère Travel Retail.

Lagardere Travel Retail UAE CEO Vadim Motlik 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.”

Dubai Airports Director of Commercial Operations John Rogers said, “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 travellers 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 favourite into a global memory.”

Project Chaiwala’s DXB 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.

Note: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.

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