Our Story — How FiLLi Cafe Became Dubai's Favourite Tea Brand
Est. 2004 • Dubai, UAE
Our Story
A saffron scented tale of success
20+
Years
100+
Stores
13
Countries
“
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The Founder
The Chai Master
Mr Rafih FiLLi is a fun loving person and enjoys being in the company of his friends. The history of the name FiLLi traces back to his school days, where his friends gave Mr Rafih the title FiLLi. Little did anyone know that this name given for the sake of fun would one day lead to the establishment of FiLLi. The signature FiLLi Zafran Tea is a result of his own determination to introduce a specialty tea in the market that people would love.
Today, this chaiwala owns many outlets, under the brand ‘FiLLi Cafe’ spread across 11 countries, enjoying a significant presence in UAE. But still, FiLLi claims that the process of brewing the crowd-pleaser was difficult and that the taste only gradually caught on. . “I just experimented with a tea bag and gave it to the regulars, and they liked it.” After seeing the beverage gain popularity among his usual customers, FiLLi stepped up its promotion among his clientele, surviving purely on word of mouth. FiLLi’s concept of refining and repackaging the traditional tea worked. The entrepreneur has struck a chord with the local market as he has unearthed a horde of tea lovers in the UAE, a market that was traditionally thought to be dominated by coffee drinkers. Growth has been steady for FiLLi who opened his second store in Dubai’s Mankhool area in 2008. The home-grown chain aims to have at least, 127 stores in the UAE by 2025.
Global Expansion
FiLLi Legacy
UAE’s favorite chai brand.
FiLLi has become a renowned brand for tea enthusiasts in the UAE and around the globe, with its intriguing inception story of transforming from a small local cafe to a thriving international chain. Founded by Rafih FiLLi in Dubai, FiLLi Cafe is a fast casual chain of cafés originating from the United Arab Emirates that has successfully expanded its presence to nine other countries, including the UK, USA, Oman, Qatar, Nepal, Mauritius, India and Pakistan. The brand is celebrated for its signature 'Zafran Tea'—a unique saffron-infused chai blend. Alongside tea, FiLLi offers a diverse menu of snacks and beverages, such as iced chai, milkshakes, mocktails, bun kebabs, sandwiches, foodles, momos, and more, catering to Indian, Middle Eastern, and international tastes. Today, FiLLi is a sought-after name in the F&B industry, with a growing and loyal customer base that appreciates their offerings in the UAE and beyond.
Since 2004
Our Journey Over the Years
FiLLi Cafe, a name people in the UAE have come to trust and adore. And now we aim to carry their legacy to farther territories. We want to be recognized as the world’s largest and the most admired tea brand in the world by enlarging their business empire throughout the UAE market and also globally, along with providing their customers with the best flavors of teas and lip-smacking food.
We are a 20 year-old brand with deep cultural roots, a loyal customer base, and a clear focus on financially sustainable growth.\n\nOurs is a story of substance and soul — built around a signature chai that has won hearts and now ready to be a global brand.
WHAT MAKES US DIFFERENT
ZAFRAN TEA
At FiLLi, we've spent more than two decades perfecting the art of creating tea blends. Our teas are crafted with care and attention to quality. One sip, and you'll taste the difference!
The Signature Zafran Tea was appreciated by people and thus began a new trend that is going global.
Brand Profile
About FiLLi Cafe
Brand
FiLLi Cafe
Founded
2004, Al Mamzar, Dubai, UAE
Founder & CEO
Rafih FiLLi
Headquarters
BurJuman Business Tower, Dubai
Signature Product
Zafran Chai (Saffron Tea)
Outlets
100+ worldwide
Countries
UAE, Qatar, USA, UK, Canada, Oman, India, Pakistan, Nepal, Mauritius, Seychelles, Sri Lanka, Australia
Awards
Best Tea in UAE (2021) • Harvard Business School Case Study (2018)
Products
3 Loose Tea Powders, 10 Tea Bag varieties, Breakfast, Sandwiches, Snacks
Order Online
order.fillicafe.com • FiLLi App • Amazon UAE
Franchise
Contact
+971 4 220 4463 • info@fillicafe.com