It was on a whim that me and Chaman decided to start opening offline stores for Dohful. 

 

You know we had been quite happy running an online cookie company, serving the best cookies in India to your doorstep. In fact, just before we were going to sign our first lease, Chaman asked me this question - ‘Are you sure you want to take this adventure?’

 

And the answer was a resounding yes! 

 

That was almost a year and a half earlier - in June 2023. Ever since then, our course of life has changed much more than we could have ever imagined. 

 

I remember when the first store at Hauz Khas metro station was opening, the whole team was running from pillar to post trying to make everything perfect for you. 

 

So much so that even our menu got printed on the very day of opening, not even one day earlier! 😂

 

And looking back to that day I realise how we have not just grown with every outlet, we have actually grown up. 

 

Today when someone walks up to our stores, even on Day 1, they wouldn't think we are amateurs trying to get something off the ground for the first time (I hope 🤞).

 

In this one and half years of running Dohful offline stores, we have learnt almost everything the hard way - by experimenting, failing, learning, re-learning and re-doing. 

 

You wont believe we have actually made the mistake of not ordering any baking trays for our second store opening! 🙃

 

And so when I see all the checklists we have made for opening new stores now, the list of the smallest item needed at the store, down to the last scissors and scotch brite, I can't help but feel proud. *just a little bit

 

I know its still early days and we are still learning, but slowly and steadily a ‘Dohful way’ of doing things is coming to life and that's a beautiful feeling to watch.

Sometimes when I'm feeling out of sorts, I like to take a step back and just watch the people around me go about their work - things being ordered, customers being served, cookies being baked, and so on. 

 

None of this used to exist just 1.5 yrs ago. 

 

And now it seems like this was forever meant to be. I guess this is the power of creating something. And that's exactly what I meant when I said I'm getting a ‘big girl’ feeling for Dohful. 

 

I know we still have a long way to go, but now, after 5 outlets it looks like we are going to be okay. We will fight out whatever comes in front of us. We will manage.

 

With this thought, I will wrap up today's Sunday Letter here. But this is not the last letter of this year. 

 

Because I have a lot more to share with you guys. So will be back again, with more deets about what we're doing in Dohful, where we are going and what you can expect from us in the coming year. 

 

Thank you for reading, you have been the best people to serve and I hope we get a chance to delight you again and again and again! 😀

P.S. : To celebrate this occassion & the upcoming new year, we're giving 10% off on the limited edition New Year Special Gift Boxl Use coupon code 2025