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Interview: FiLLi Cafe Founder on kick-starting India airport market growth with Radiance Hospitality
We speak to FiLLi Café Founder Rafih Filli about what his popular Dubai brand brings to the travel space, a new collaboration with Radiance Hospitality and his airport expansion ambitions.
INDIA. With a foothold in the airport market at Sharjah International, contracts agreed for Dubai and Al Maktoum airports, and discussions ongoing for prime locations at major travel hubs across the world, popular Dubai brand FiLLi Cafe is soon to open its first Indian location. It will do so at Delhi’s Indira Gandhi International in partnership with IRHPL Group of Companies-owned Radiance Hospitality.
Our Senior Business Editor Mark Lane speaks to FiLLi Cafe Founder Rafih Filli about what his brand brings to the travel space, the new collaboration and his airport expansion ambitions.
When Indian entrepreneur Rafih Filli took over his father’s café in Dubai’s Al Mamzar area in 2004, he made a small but very significant early change to the menu. He introduced a cup of milky tea dusted with saffron and named it ‘Filli tea’, after his high school nickname.
As business boomed in the café, the popular saffron-infused tea, now known as ‘FiLLi Zafran Tea’, led to him opening six more prime locations in Dubai by 2012.
This was the year he kicked off his franchise business plan by signing an agreement with Francorp, the world leader for franchise development, to facilitate FiLLi Cafe franchise store growth in the MENA region.
However, it took until 2016 to open the first such store, with Qatar hosting the inaugural FiLLi Cafe franchise outside the brand’s home market.
Since then, exponential growth has followed across 15 countries, including the first FiLLi Cafes launching in the USA and the UK in 2022.
In the Dubai market alone, a remarkable 127 locations are expected to be open by the end of this year.
Airport ambitions
Rafih Filli reveals to The Moodie Davitt Report that expansion into the airport market is a central element in his growth plans.
“FiLLi Cafe has an expanding presence in key international airports, great locations to spread the word of our brand,” he tells us. “We currently operate in Sharjah International Airport, offering travellers a taste of our signature chai.
“We have also recently finalised contracts for Terminal 1 in Dubai International and Al Maktoum Airport in Dubai South. Additionally, we are in the final stages of securing a presence in Dubai International Terminal 3.
“Our long-term vision is to establish FiLLi Cafe in all major global airports. We are aggressively working on expansion plans, including Changi Airport in Singapore, Riyadh and Chicago.
“Airports serve as ideal locations for us to connect with both local and international travellers looking for a quick, high-quality and comforting beverage experience.”
As you would expect from a man of Filli’s ambition and origin, he sees India as a key territory for future expansion, initially in the country’s fast-expanding airport market.
Promising partnership
His search for a partner to make that key market entry has ended with the appointment of IRHPL Group of Companies-owned Radiance Hospitality, which, as revealed in a recent interview with The Moodie Davitt Report, has ambitious Indian airport expansion plans of its own.
The first fruits of the partnership will be a 134sq m FiLLi Cafe at Delhi’s Indira Ghandi International Airport, scheduled to open by August.
A second location is already planned for soon after at GMR AeroCity Hyderabad, located in the vicinity of Rajiv Gandhi International Airport.
Of the Radiance collaboration, Filli says: “We were eager to expand the FiLLi Cafe brand with an Indian airport partner, and in particular we were on the lookout for a rising brand in this category. IRHPL and Radiance’s ambition to grow their presence in airports aligned perfectly with our vision, making it an ideal partnership.
“This shared synergy marked the beginning of our journey with what we now call Team FiLLi Cafe.”
Offering an IRHPL perspective, CEO Naresh Sharma tells The Moodie Davitt Report: “We wanted to bring in a brand which is global in outlook but Indian at heart to the airport QSR space. Design and service would be international but the food menu, taste and preparation would be Indian.
“We have certainly found that with Rafih and FiLLi Cafe. We believe this concept has the potential to compete with other major international QSR brands at the major airports and we expect passengers will be delighted with this combination.
“We believe we have found a perfect alliance with a brand that is famous among tea enthusiasts in the UAE and around the globe for its signature Zafran chai and fusion snacks that appeal to a wide audience.”
Passenger appeal
Discussing the brand’s appeal to airport passengers, Filli says airports are great environments to “bring people together over a cup of perfectly brewed tea”.
“Travellers are always looking for a reliable, quick and comforting hot beverage and food option, and FiLLi offers just that,” he continues. “Our chai is a familiar and nostalgic experience for Indian travellers, while international visitors get a taste of authentic and modern Indian tea culture.
“The initial Delhi Airport outlet is strategically located in International Departures Pier C, making it accessible for travellers going towards the departing gates. The store is designed to be efficient yet inviting, offering a mix of quick service and comfortable seating for those who have a little more time.
“The menu is designed for on-the-go convenience while still delivering quality and flavour. Plus, chai is more than just a drink – it’s a moment of pause in a busy journey.
“Our target audience in the airport is anyone who enjoys exploring new tea flavours and tasty snacks, cherishes a warm café atmosphere, and appreciates the journey of a local café becoming a global favourite.”
Design principles
The high-class design of the first FiLLi Cafe at Indira Ghandi International Airport features earthy tones with pops of FiLLi’s signature branding. It integrates digital menu boards for quick selection and includes a grab-and-go counter for fast service.
“We wanted a space that feels warm, welcoming and energetic – just like our chai culture,” says Filli. “The brief focused on keeping it contemporary yet rooted in our brand identity. The space had to be efficient for high footfall, with a seamless flow for ordering and pick-up.
“The seating area, though compact, will be cosy and encourage small conversations over chai. Ambient lighting and subtle design elements will reflect our brand’s fusion of tradition and modernity.”
In addition to FiLLi Cafe’s signature FiLLi Zafran Tea, passengers will have access to a curated menu of sandwiches, wraps, samosas, bun kebabs and desserts, as well as other foods designed for a quick bite. The drinks menu will include options such as iced tea, milkshakes and mocktails.
“We’re also introducing travel-friendly packaging, so customers can take their favourite chai with them,” notes Filli. “There will be a mix of traditional Indian flavours and international options to cater to a diverse audience.”
Could we soon see the FiLLi Cafe/Radiance partnership produce more locations in the wider Indian airport market? “Absolutely,” Filli concludes. “India is a key market for us, and we see huge potential in expanding to other major airports. We are already exploring opportunities together in Mumbai, Bangalore and Telangana.
“Our vision is to be the most admired tea brand in the world by uniting people through the love of tea. Our goal is to make FiLLi a go-to spot for travellers looking for a high-quality chai experience wherever they are.” 
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.
Please email Kristyn@MoodieDavittReport.com for your complimentary subscription.
