Oxbow Brands is sharpening its growth strategy across domestic and international markets under the leadership of Meraj A. Shaikh, Vice President – Direct Key Accounts & Export Channels. A seasoned sales professional, Shaikh brings strong expertise in strategic partnerships, key account management, and market expansion, with a clear focus on relationship-driven growth.
In his role, Shaikh is driving efforts to expand the company’s presence across key retail, institutional, and export channels, while building long-term partnerships with distributors and global stakeholders. His mandate centres on strengthening distribution, enhancing brand visibility, and delivering sustainable revenue growth.
At the core of this strategy is Dobra, an Oxbow Brands venture founded in 2022. Headquartered in Bengaluru, Dobra is a new-age food and beverage brand reimagining traditional Indian favourites such as goli soda, cotton candy, and tapioca crisps with a modern, premium twist. Backed by the legacy of the 75-year-old Johars Group, the brand has quickly carved a niche with its playful, nostalgic, and experiential product portfolio.
Dobra’s offerings include Pop Goli Soda (marble soda), artisanal cotton candy, Nata de Coco beverages, and tapioca crisps—blending familiar flavours with global influences. In August 2025, the brand raised ₹1.5 crore in a seed funding round led by D2C Insider Super Angels Fund to accelerate its expansion across D2C, quick commerce, and retail channels.
Over the next two years, the focus is to position Dobra as a trusted and widely recognised brand within its category. Growth will be driven by expanding into alternative key account channels such as corporate sales, vending, airports, railways, and HORECA, alongside strengthening its export footprint.
Enhancing brand visibility remains a key priority. Through strategic collaborations, impactful marketing initiatives, and a stronger in-store presence, the company aims to deepen consumer engagement and reinforce brand recall.
In parallel, Oxbow Brands is focused on optimising its distribution network to ensure seamless product availability and improved operational efficiency across geographies. With a structured approach to scaling, the company is well-positioned to unlock growth across multiple consumption channels.
With a clear roadmap in place, the broader objective is to significantly expand market reach, drive revenue growth, and build long-term brand equity—while continuing to deliver on the pillars of quality, reliability, and innovation.
