Choithrams has announced its Ramadan charitable initiative in partnership with Dubai Cares
for the fourth consecutive year.
Seeking inspiration from the UAE President, His Highness Sheikh Khalifa bin Zayed Al
Nahyan, who declared 2019 as the ‘Year of Tolerance’, Choithrams has announced its
campaign theme titled, ‘Recipes of Tolerance’ – a Ramadan exclusive initiative which aims to
highlight through tasty food the values of tolerance, coexistence and peace.
For this unique initiative, Choithrams has benefited from the expertise of Chef Arthur the
UN World Food Program ambassador as well as other CFI chefs to create five gourmet
recipes. The delicious aromatic dishes are based on Emirati ingredients accented with
handpicked delicacies from across the globe. The final outcome is a symphony of flavours
that reflects the essence of togetherness that underlies Choithrams’ ideology to spread love
through food.
The recipes will be made available for sampling and purchase through Choithrams’ extensive
network of stores in the UAE.
Speaking about the first-of-its-kind Ramadan campaign, Mr. LT Pagarani, Chairman,
Choithrams said; “We have always supported various initiatives extended by His Highness
Sheikh Khalifa Bin Zayed Al Nahyan. So, when he announced 2019 to be the ‘Year of
Tolerance’, we thought of supplementing it in our own unique way. If there’s one thing that
people across nationalities bond over, it has got to be food. It’s the best way to put behind
negativities and strike the brethren cord over lip-smacking platters. This is also in line with
Ramadan’s core objective of bringing everyone together over food. We also look forward to
furthering our commitment to Dubai Cares through this campaign.”
“It’s always a pleasure to learn about the new and innovative campaigns the team and
Choithrams come up with every Ramadan. They never cease to amaze us with their
creativity and their keen and genuine interest in supporting not only Dubai Cares, but also
the UAE’s leadership with their admirable and noble initiatives. We have been partners for a
long time, and we are happy to continue to work together to bring education to the most
underprivileged children and youth in every corner of the world,” said His Excellency Tariq
Al Gurg, Chief Executive Officer, Dubai Cares.
Popular brands such as Rainbow, Kimball, Quaker, Taj Mahal, Heartlight, Mothers Recipe,
Capilano, Nestle & Maggi have joined hands with Choithrams to support this campaign. A
percentage of the proceeds from the sale of select items across the partner brands will also
go towards supporting Dubai Cares. Choithrams is also offering an opportunity for UAE
residents to participate in this noble initiative by announcing an “Iftar Beverage” that will be
held on May 5, 2019. Interested participants will be asked to create an innovative beverage
that is in line with the “Recipes of Tolerance” theme. Participants will be invited to submit
their drinks at select Choithrams outlet on May 5, 2019. The final winner will be selected at
an exclusive Iftaar party hosted by Choithrams. The contest will be judged by Choithrams in-
house chefs and nutritionist who will judge the drinks based on creativity, health benefits
and the use of the campaign theme.
Continuing the tradition of ‘Giving with Dubai Cares’ for over a decade now, Choithrams was
awarded a Certificate of Appreciation by His Highness Sheikh Mohammed Bin Rashid Al
Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai in 2017.
