DOBRA, by Oxbow Brands, brings joy back to the food and beverage experience. We create playful, indulgent products across snacks, beverages, and sweets that evoke nostalgia while appealing to modern tastes. From fizzy drinks like Pop Goli to global-inspired snacks flavors and childhood favourites in new formats like Cotton Candy, DOBRA is where fun meets flavor. Our mission is to turn everyday moments into mini-celebrations through delightful, emotionally resonant food experiences.
Startup Description
Oxbow Brands is a next-generation F&B company that blends startup speed with deep-rooted industry expertise. Founded with the vision to disrupt India’s packaged food and beverage market, we leverage the 75+ year legacy of the Johars Group in food distribution to fast-track execution, access reliable supply chains, and scale omnichannel operations with agility. Our lean, innovation-led structure enables us to launch consumer-first products quickly, adapt to market trends, and experiment with bold formats. Our brand, DOBRA, is an expression of our ability to identify white spaces and build emotionally resonant, scalable products for modern Indian consumers.
Product Screenshots
Business Model
Oxbow operates an asset-light model by partnering with regional contract manufacturers to produce DOBRA products using our proprietary recipes and playful packaging. We focus on brand building, innovation, and channel strategy—distributing across modern trade, general trade, q-commerce, HoReCa, and D2C platforms. This lean, scalable model allows us to stay agile, bring products to market quickly, and build deep consumer engagement across formats and geographies.
Customers
based in
India
Business
Modal Type
Marketplace
Type of
Sales
B2B, B2C
Competitors
DOBRA competes with local unorganized players in traditional categories and New-age Indian D2C brands in premium/innovative formats. DOBRA benchmarks against emotionally resonant and high-growth global & Indian brands like: Paper Boat, Go Desi, Beyond Snacks (India) and Olipop, Liquid Death (International). These brands demonstrate that fun, flavor-first positioning with emotional depth can scale rapidly to INR 100+ Cr brands.
Teams
Ewa Pienkowska-Johar
Co Founder
Anu Johar
Co-Founder
Tell us a bit about how founding team knows
each other.
Working together over 20 years at JOHARS Group.
Are all the founders full-time on this
project?
No
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