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Brands/DONA

DONA

Started in 2014 to fill NYC cafés' lack of local chai concentrate, DONA sells a $25 DTC masala chai concentrate, concentrate format for at-home café upgrades, though retail velocity is unverified.

The operator's line · drafted from the data · Nov 2, 2026

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Founders, origin, where it's sold, the products on the radar and the trends it's driving. Free for beta members; no card.

  • 1 product on the radar, with where they're sold
  • 1 trend it's driving, with scores and verdicts
  • Founders, home and origin, with sources
  • The operator's line on the brand

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Facts about the brand are what it states publicly, with the source linked. If you are the brand and something is wrong, write to hello@theshelfsignal.com; brand pages can be claimed from spring 2027.