From UAE to Your Pocket: The Journey of Our Dokha

It feels like just yesterday that I first discovered the world of Dokha tobacco. This journey began around 2010, during my frequent business trips to Dubai. At the time, my work had nothing to do with the tobacco industry.

Over two years in the UAE, I often socialised with colleagues and friends. That’s when I encountered Dokha and the slender smoking pipe known as a Medwakh (sometimes spelled Midwakh). As an occasional cigarette and cigar smoker, I was intrigued by the ritualistic nature of this unique smoking style.

One evening, while chatting about the heritage of Dokha tobacco, a friend asked if I’d like to try it. Out of curiosity, I agreed. The moment I inhaled, I experienced an intense, unexpected buzz. It was unlike anything I had felt with cigars or cigarettes. The flavour lived up to the hype, but it was the powerful head rush that fascinated me the most.

Sourcing Dokha in the UK

After returning to the UK, I tried to source Dokha tobacco for personal use. No luck. It wasn’t available in high street tobacconists or online. That led to an idea: could UK tobacconists be interested in this unique tobacco?

I knew I had to create a feasibility study and a business plan. Dealing with farmers and businesses in the UAE would be a new challenge, but I was ready.

Launching Our Dokha Journey

I returned to Dubai—this time on a personal mission. Armed with my research and plan, I spent days on the ground exploring the best Dokha blends and potential suppliers.

One of my first contacts was Scorpion Dokha, a well-known UAE supplier. The initial meeting was difficult. I didn’t speak Arabic, and they were sceptical about exporting to the UK. They’d never considered international sales before, so my proposal caught them off guard.

After digging into UK tobacco regulations, I learned that all tobacco must be lab-tested and certified in the UK before sale. We followed the process, passed the required checks, and secured the permissions to import.

That success inspired me to start a family-run business. We launched a simple website and imported our first batch of pre-packaged Dokha tobacco from Scorpion. The website went live, and we were ready for orders.

We had to find a reliable, fast courier. Most delivery services didn’t trust a new business to generate enough volume. I took a deep breath and pushed on, fully aware that my livelihood depended on this venture’s success. Luckily, we sold out our first batch quickly. That marked the true beginning of Enjoy Dokha.

Building the Enjoy Dokha Brand

From the start, my focus was on building trust and credibility for the Enjoy Dokha brand. We needed our customers to recognise and trust a product they’d never heard of.

How the Name Enjoy Dokha Was Born

It was simple. From the first puff, I enjoyed Dokha—so the name had to reflect that feeling. “Enjoy” was the perfect word to lead our brand identity.

• We designed packaging for immediate brand recognition and compliance with tobacco laws.
• The design needed to stand out from competitors in terms of logo, style, and required warnings.
• We used durable, eco-conscious materials to reflect our quality without inflating costs.

Each decision mattered. Strong branding builds trust, and customers return to brands they recognise and believe in.

Health Warning Regulations

As government tobacco regulations evolved, the tobacco industry had to adapt quickly. Suddenly, graphic health warnings were required on all packaging. These changes had financial consequences, especially for small businesses.

Some of our loyal customers were confused by the new packaging. They worried we had changed the product. We hadn’t—it was the same authentic Dokha tobacco, just in new, regulation-compliant boxes. We adjusted our designs, stayed compliant, and held on to our top spot in the UK market.

Since then, we’ve grown significantly. We now ship across the UK, EU, and USA. And in 2025, we launched our local business in the UAE: EnjoyDokha.ae.

Cultural Heritage of Dokha Tobacco

Dokha tobacco has long been a part of UAE tradition. Originally used by the elite for relaxation, it quickly spread to all levels of society. Today, it symbolises hospitality and community. Sharing a Medwakh pipe is a social custom, strengthening bonds between family and friends.

The preparation process is as meaningful as the smoke itself. It’s about connection, ritual, and appreciation.

How Dokha Tobacco is Grown

Here’s a glimpse into how our Dokha tobacco is cultivated and selected for quality:

• It’s grown in small plots called yelba, each about two to three metres wide. This helps farmers monitor for pests.
• Seeds are planted in December. The crop is harvested in August and dried in open-air barns.
• Leaves are sorted by strength—top, middle, or bottom—based on their location on the stalk.
• The leaves are finely ground and bottled with no additives. No chemicals or pesticides are used—only fresh water for irrigation.

These plants thrive at high altitudes. The cooler nights and intense daytime sun give our blends their distinct flavour.

Meet the Makers: The People Behind Our Dokha

Our Dokha comes from smallholder farmers in UAE’s mountains. They don’t use machines. Their skills have been passed down for generations. Harvest time becomes a community event, complete with shared food and bowls of Dokha as the sun sets.

Because of favourable conditions, these farmers often get more than one yield per year. Many also grow fruits like mangoes and dates or keep bees for honey to supplement their income.