Food and drink is only consumed daily before dawn and after sunset. Spiritual rewards (Sawab) for fasting are believed to be multiplied within the month of Ramadan. The period is about Salat (prayer) and Sadaqah (voluntary charity) to earn Sawab and charity is very important during Ramadan.

Our idea was to turn the act of breaking the fast and drinking tea into Sadaqah and help the poorer communities of Hyderabad.

After sunset prayers, the fast is broken with dried fruit and a cup of tea, so we were perfectly placed to bring our idea to life. As worshippers streamed out of mosques, hoping to find something to break their fast with, we were there. We set up tea stalls outside mosques. For every cup of tea sold for 5 rupees, we donated the equivalent as a meal to the poor.

During the festival period, outside mosques, we created pop-up stalls, selling tea as people searched for something to break their fast with, before they reached their homes. In order to spread the word about Sadaqah for Sawab, we ensured we didn’t give away the tea for free. The money collected was used to provide meals for the homeless. This was clearly communicated so that Sadaqah was observed.

We reached more than 50,000 Muslims outside mosques. The money raised fed 21,000 homeless people in the city of Hyderabad.

Our brand message of being a facilitator of making the world a better place has resonated with Muslims.

Red Label opinion has grown by 24% over the last one year (Source: Millward Brown, India). The differentiation metric - ‘Offer something that other brands do not’ increased by 13%. (Source: Millward Brown, India).