How Dohful Cookies Built a $15K/Month Soft-Baked Cookie Brand in India
Arushi and her husband Chaman turned a honeymoon discovery in Europe into India's first soft-baked cookie company, growing a bootstrapped online brand to $15K/month through YouTube partnerships, SEO, and a weekly newsletter.
Part of Bootstrapped builders
Business snapshot
Monthly revenue
$20K/mo
reported Jul 2023
- Based in
- Noida, Uttar Pradesh, India
- Monthly revenue
- $15K/month
- Orders served to date
- 60,000+
- Corporate clients
- 50+
- Newsletter subscribers
- 50,000
- Average email open rate
- 30%
- Five-star reviews collected
- 5000+
Tools
- Shopify
- Flodesk
- Judge.me
- Shopflo
Founder-reported figures, not independently verified.
Who built it, and what they built
Arushi is the founder of Dohful Cookies, which she describes as India's first soft-baked cookie company. Every cookie is handcrafted, baked fresh after an order is placed, and shipped across India.
The cookies are eggless, use pantry ingredients, and contain no preservatives or additives. They are palm-sized, individually wrapped, and the bestsellers are the Choco Brownie Cookie and the Choco Chunk Cookie, both made with Belgium chocolates.
Sales happen only through the company's own website plus some corporate gifting tie-ups. Arushi started the business with her husband Chaman in 2018, and it has been bootstrapped the whole way.
Where the idea came from
Both Arushi and Chaman are engineers with management degrees who met in business school. While still studying, they started a small sandwich and burger quick-service restaurant together, which later grew to about 6 outlets.
The idea for Dohful came on their honeymoon in Europe, where they tasted soft-baked cookies for the first time. Arushi had always disliked the small, dry, crunchy biscuits common in India, and the gooey European version was a revelation.
Drawing on their 4-5 years in food and beverage, they believed Indian consumers would embrace genuine soft-baked cookies just as the rest of the world had. They decided on that trip that they would be the ones to bring this style of cookie to India, and roughly a year later they launched Dohful.com.
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