Lesson: Great brands cross borders when their soul starts with roots.

Before my brand had a name, I saw a business opportunity. I wasn’t chasing trends; I was building what was missing. Indian cuisine has long held global appeal, but the beverage aisle still lacks a brand that truly reflects the Indian diaspora. Once I identified that gap, I spent three months searching for a name that felt right. It couldn’t just be convenient or trendy; it had to mean something deeper. It had to connect emotionally and feel globally relevant.

Jivati comes from the Sanskrit meaning 'to live.' It’s inspired by Ayurveda, India’s ancient art of living well. I crafted ready-to-drink cocktails that blend bold flavor with time-honored botanicals. Inspired by culture. Crafted to stir the soul. Something intentional. Distinct. Culturally grounded.

But the U.S. is my home, and just like me, it’s where the brand was born. For people like me, who wanted something that felt familiar and personal, without needing to explain it to anyone. That was the unlock. I didn’t invent a new behavior; I reinvented a moment, a celebration, a connection, an identity, and tied it to a community that had never seen itself reflected in a product like this. Not just rooted in where we came from, but relevant to who we are now. I talked about this briefly in How I Built the Brand I Couldn’t Find, but what I didn’t share then was how important it is to build a brand identity that reflects you. What many diaspora founders miss is that you can’t copy-paste culture into a Western brand and expect it to resonate. There’s something powerful in finding your own voice and building from that. What works in India might flop in the U.S.A. I had to gut-check everything: the flavors, the naming, the copy, the packaging. Every detail had to strike a balance, honest to our roots, but shaped for how we actually live today. That’s the real challenge: not just to build from culture, but to build with clarity. Every founder wants to go global. But if you skip the soul, you won’t get far.

Closing Thought. 

When you're rooted in two worlds, it's easy to feel like you're building in the middle. But clarity isn’t about choosing sides, it’s about honoring both. The founders who embrace that tension don’t just fit in existing markets. They create space where none existed before.

Stick around. I’m just warming up.

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_{DISCLAIMER - All content by Devraj Patel, including The Weekly D-Brief, is for informational and educational purposes only. It does not constitute business, legal, or personalized advice. No client relationship is created unless agreed upon in writing. Past results do not guarantee future outcomes. You are solely responsible for your decisions—always consult appropriate professionals before acting on this content.}