Project Chaiwala (PCW), a Dubai-based chai brand established in 2017, has teamed up with Swedish oat-based dairy alternative brand Oatly to unveil The Karak Club, launching exclusively at Dubai International Airport (DXB) from December 15, 2025, to February 15, 2026. This initiative, supported by travel and retail partner Lagardère Travel Retail, invites travelers to savor the UAE’s iconic karak chai, now with a plant-based twist.
The Karak Club will be featured in Terminal 3 and selected outlets in Terminal 1 of DXB, offering a reimagined take on Dubai's unofficial national drink. Instead of traditional dairy, Oatly's non-dairy alternatives are incorporated into innovative beverages, including iced chai, smoothies, shakes, and soft serve. In addition, visitors can purchase exclusive merchandise that celebrates the collaboration, such as postcards, custom playing cards, luggage tags, stickers, and tote bags.
Ahmed Kazim, Co-founder of Project Chaiwala, commented, “This is Project Chaiwala showcasing Dubai’s unique flavour to the world through Oatly’s plant-based magic, turning karak from a fresh milk tradition into a global lifestyle experience.”
Co-founder Justin Joseph noted the origins of The Karak Club during a previous community event at their flagship cinema café in Alserkal Avenue, stating, “Born from our first Karak Club community event at Project Chaiwala’s Cinema Akil flagship in Alserkal Avenue, this DXB edition targets young, global urban travellers seeking authentic flavours of Dubai’s third-culture identity in a modern, accessible way.” He emphasized the brand's commitment to promoting Dubai's multicultural heritage, reflecting their past representations at significant global events, including SXSW 2025 and EXPO 2020.
Dimitri de Martignac, Regional Director of Oatly MEA, expressed enthusiasm for the partnership, stating, “We’re honoured to bring the Karak Club to DXB, one of the world’s cultural melting pots, through our collaboration with Project Chaiwala and Lagardère Travel Retail UAE.” De Martignac added that this initiative aims to celebrate the heritage of karak chai while providing a delicious alternative to the traditional drink.
Project Chaiwala evolved from small beginnings during chai breaks between co-founders Joseph and Kazim at the Dubai International Financial Centre. Their first pop-up at Etisalat Beach Canteen led to the establishment of the flagship Café Cinema Akil, which has become a cultural hub showcasing the ethos of “Blending Tradition, Brewing Innovation.”
By expanding into packaged retail during the pandemic, Project Chaiwala has established a significant presence, with products available at major retailers like Spinneys, ENOC, Careem, Noon, and Amazon, while employing over 20 team members across various operations. Their ethical initiatives, supported through proceeds from their clay kulhar cups, also promote education, clean water access, and women’s empowerment.
The activation locations at DXB include: Project Chaiwala in Concourse C, S34, Terminal 3; Project Chaiwala in Daily DXB, Concourse B, Terminal 3; Project Chaiwala in Concourse A, Terminal 3; and FIX Coffee in Daily DXB, Terminal 1.
For more information about Project Chaiwala, please visit www.projectchaiwala.com.
