Hey there,

 

How's it going this Sunday? I know you must be excited for the India - Pakistan match tonight, so I thought, I'd just steal just a few moments; before you get too busy to notice the world around you!

 

Tell me, is it too much to hope that you'd have your stash of Dohful cookies ready to be enjoyed along with the match?

 

Well, either way, welcome to Dohful's Sunday Letter guys, this time we're going to talk about discounts or to be precise, the fact that we're discontinuing them!

Yes, that was kind of a bomb I threw at you. And I'm sorry for that. 😩

 

The band-aid had to be ripped. But now, lemme tell you why.

 

I'm not sure if you know, but chocolate prices have been on the rise. A lot. Just to give you a reference, if we used to buy X amount of chocolate for Rs. 100 before, then for the same X amount of chocolate we're paying almost close to Rs. 340 now.

 

That's more than 3X increase in price in the last 3 months. 

 

And this is impacting us and our cookies in a big, major, pro-max level way. 

 

The Butterfly Effect says that even a small change in the wind-flow, caused by the stuttering of the wings of a butterfly, can have massive effect on the wind current in some other part of the world. 

 

To put it more simply, a tiny change in something can have catastrophic effects on something else entirely. 

 

That's exactly what happened with chocolate prices this year. 

 

Due to unpredicable rains, Ghana villages produced lesser than usual quantities of Cacao Pods (chocolate fruit) this year. Seeing this, the New York Commodities Exchange reacted by increasing the trading price of Chocolate commodity.

 

Due to this, the international chocolate traders started supressing the supply of these cacao pods and because of all this the manufacturers also produced lesser quantities of chocolate this year. 

 

 

And I'm sure you already know this, but more than 60% of a Dohful cookie is pure simple couverture chocolate. 

 

In fact, most of our cookies are a delicate blend of 2-3 different kinds of chocolates to give you that perfect intensity, mouth feel, and the fudgyness that you love so much.

 

To tell you honestly, chocolate is the single ingredient that could have affected us in the way it has. And now that we're at this T-point, there are only 2-3 ways to get out of this.

 

One of the ways is to increase the prices of our cookies. Right off the bat, we don't wanna do that. Because we haven't increased the prices of our cookies for the last 5 years ever since we started in late 2018.

 

So we will definitely fight before increasing the prices. 

But the other two ways, we can definitely do. 

 

The first one is to convert all our 4 cookie packs into 5 cookie packs. The way this helps is, that all other costs - packaging, shipping, marketing, payment gateway etc etc, all are charged per box rather than per cookie. So effectively these costs are now getting divided between 5 cookies for us, rather than 4 cookies. 

 

So even though you might see a price difference on our website, its only because keeping the per cookie price same, we have converted all 4 cookie packs into 5 cookie packs. 

 

And the other way is to stop all discounts, atleast till the chocolate prices stablize a little bit.

 

I know, this might come as a disappointment to you, but I really hope you get where we're coming from. And if you have any other ideas for us, do hit that reply button and let us know what's on your mind! 

If you've managed to read so far and have reached this point, thank you so much for giving me the time to tell you all about the happenings in the world of chocolate and cookies. 

 

Since I have never met the most of you face to face, this journey a lot of times feels lonely where one has to deal with their problems all by themselves and come up with solution also all by themselves. 

 

Anyhoo, I hope you will continue to love & support us just like you always have. And I hope you will continue to treat yourself & your loved ones with Dohful cookies.

 

And… that's my time guys. Till next time,