Nepali Entrepreneurs Bring Acclaimed 'Filli Tea' Franchise to Kathmandu After Dubai Encounter

Kathmandu. If Nabin Khadka and Dhruv Rijal of Banke, Kohalpur had not participated in the expo held in Dubai, the Filli Tea franchise would not have started in Kathmandu. When relative Shiva KC and a Pakistani friend took them to 'Kite Beach' in Dubai and made them taste Saffron Tea, the flavor settled so well on Nabin and Dhruv's tongues that both decided to start its franchise in Kathmandu.

Filli Saffron Tea (saffron-infused tea) is so popular in Dubai that people have to queue up just to drink the tea. Nabin Khadka and Dhruv also stood in line to sip Filli Tea. 'I felt a 'Wow' the moment I sipped it!' Nabin recalled that moment.

They wanted to meet the Franchise Director with the aim of starting the Filli franchise in Nepal. It took longer to meet the Franchise Director than to wait in a long line to taste the tea. When the Pakistani friend requested an appointment, the Filli Franchise Director told them to wait 10 days.

Nabin Khadka and Dhruv, who were preparing to return to Nepal after touring Dubai for two weeks towards the end of 2078 BS, did not have much time. Their visa was about to expire. Both were determined to offer Kathmandu residents a taste slightly different from the cafes in Kathmandu. After a special request to the Filli Head Office, they got a chance to meet in just 4 days.

It was not easy to get the franchise for Filli Cafe, which has won the 'Best Tea in Dubai' award twice. Some businessmen who had previously requested to open a franchise in Nepal had not received permission. However, Nabin and Dhruv had a deep hunger and determination to do something in Nepal. Filli's team gave a positive turn to their eagerness. A 'Mutual Verbal Agreement' was immediately reached.

• But the work was not finished yet.

Filli Cafe owner Rafih Filli, along with the Director, three people from Filli, Chairman Nabin, and Managing Director Dhruv came to Nepal together. They stayed at the Marriott Hotel. They researched the local market here. Even after touring Pokhara and returning, the decision on whether or not they would get the franchise was still uncertain. Rafih Filli informed them only 5 hours before flying to Dubai. Nabin and Managing Director Dhruv were relieved only after receiving congratulations.

One month later, the formal agreement was signed in Dubai between Filli Cafe and ND Thirty Nine Business Group Pvt. Ltd.

On that day, Nabin and Dhruv, Chairman of ND Thirty Nine Business Group Pvt. Ltd., were extremely happy in their lives. This is because no one else had managed to bring the Filli brand into Nepal before them. However, Filli does not grant franchises merely based on requests or payment. Permission for a franchise is granted only after meeting specific criteria.

'Filli Cafe, jointly operated by ND Thirty Nine Business Group Pvt. Ltd. and ND Hospitality, has not only introduced the taste of international standard Saffron Tea to Nepalis, but we have also provided employment to over a hundred people,' says Bikash Khadka, General Manager and Co-founder of the Group.

• Target of 25 to 30 Outlets in Five Years

Filli, which inaugurated its first outlet in Lazimpat, Kathmandu on 1st Baisakh 080, has now expanded its outlets in Thamel, Boudha, Darbar Marg's Skywalk Tower, Labim Mall in Pulchowk, Lalitpur, and the International Club in Sanepa. 'We aim to reach 30 outlets across the country within 5 years. We are not just doing business; we are also active in social work. We allocate a specific budget for that,' says Chairman Nabin of the Pvt. Ltd.

ND Thirty Nine has also started the International Barista Academy alongside the cafe, where coffee training is provided in three shifts. 'After a one-month course, we guarantee a job at Filli Cafe,' says Dhruv, 'For those with two years of work experience in Nepal who wish to seek foreign employment, we also provide free recommendations.'

Filli Cafe has not only served a different taste, but its decoration, lighting, and design are also special. Anyone who enters the cafe once has an environment to return again. Anyone can feel this as soon as they step into Filli Cafe.

Before Filli Cafe started in Kathmandu, 7 people were kept in Dubai for a month and a half for training. The company provided training at its own expense to the Head Chef, Operation Head, Outlet In-charge, Manager, Marketing, and Branding team on cafe operations, customer service, and other related subjects. That is why Filli has made a distinct mark in the Nepali market in a short time.

Currently, there is a queue of people wanting to take the Filli Cafe franchise in Nepal. However, ND Thirty Nine Business Group, which received the official authorization for Nepal, has not given permission to anyone. Preparations are underway to gradually grant franchises to those who meet the specified criteria.

Even now, Filli's team comes from the Filli Head Office to the Kathmandu outlets every three months. They provide necessary advice on what needs to be improved in the cafe and menu review.

• Who Gave Birth to Filli Tea

At one time, Indian-origin entrepreneur Rafih Filli (Abdul Rafia) wanted to work as a cabin crew. Now, he dreams of buying a jet plane himself. The business of Filli Tea has brought that courage to him, who is making Dubai his workplace. He has told his story to the world with strong self-confidence in TED Talks.

How can a small cafe become a world-famous brand? Filli Cafe is a successful example of that. Rafih's father was operating Jumala Cafe in the Al Mamzar area of Dubai. In 2004, Rafih rebranded Jumala and gave it a new look.

Born in Kerala, India, in 1981, Rafih later moved to Dubai. While in school, his friends gave him the nickname Filli. He started the tea business under that name, Filli Saffron Tea. Just like his name, the tea became a unique brand that left a distinct mark on the global market. Filli is renowned as a popular tea brand in the United Arab Emirates (UAE), and its founder and CEO is Filli himself.

In a short time, Filli Cafe Saffron Tea, which became extremely popular, has spread to 15 countries around the world. Filli, which has established its signature 'Saffron Tea' across 200 outlets in the UAE, UK, USA, Canada, Oman, Qatar, Nepal, Mauritius, India, and Pakistan, is expanding. In the UAE alone, 127 outlets are scheduled to open by the end of 2025.

It is the dream of entrepreneurs and businessmen to open Filli franchises in every country. Many people wait for weeks just to meet the Franchise Director at the central office. Filli does not sell franchises just for money. It is given only after studying and researching the market conditions in the respective country. Representatives from Filli's central office monitor the market, and only after being fully convinced do they grant permission for the franchise. Representatives from the Dubai Head Office are dispatched for the entire cafe setup. The company handles all aspects of interior design, including the design of chairs, tables, and lighting arrangements.

• This is Filli's Menu

Although Filli's menu does not only feature 'Saffron Tea,' just as the taste of saffron-infused tea lingers on the tongue, Indian, Middle Eastern, and international flavors are also available here. Saffron Milk Cake, Bun Kebab, Sandwich, Foodal, Kurkure Muma, and various other snacks, as well as beverages like Iced Tea, Milkshake, Pizza, and Mocktails, are available.

Dishes favored by Nepalis are available on the menu here. Muslims often choose Filli Cafe for Halal dishes. Along with varieties of tea and coffee, the Filli menu includes breakfast and lunch items.

There is one rule across all Filli outlets worldwide. In the respective country, 20 percent of the dishes must reflect local flavors, and 80 percent must be dishes determined by Filli.

• Filli's Plan

Starting from a small cafe in the United Arab Emirates, Filli is in the race to become the world's largest and most popular tea brand.

Filli Cafe aims to become the first choice for consumers not only in the tea market but also by serving delicious dishes. Filli, whose brand value is increasing daily, is moving forward by adopting taste, enjoyment, and sweet hospitality as its core mantra.