Real insight from building Jivati: Don’t ride waves, spot what’s missing.

When the market heats up, it’s easy to follow the crowd. Everyone rushes to launch the next version of what’s already working, the same formula, different packaging. But the real opportunity usually lives outside that noise.

In 2020, the ready-to-drink (RTD) alcohol space was booming. New brands were launching fast, but most were slight variations of each other. I started paying attention to something deeper, consumer behavior was shifting. People were asking for more: better ingredients, cleaner labels, and products that actually aligned with how they live.

That’s when I saw the gap.

I don’t chase trends, I build what’s missing. That’s how Jivati came to life.

The first-of-its-kind RTD alcohol brand rooted in Ayurvedic principles - infused with botanicals, adaptogens, and terpenes. Built with intention and purpose, not just flavor. Something lighter. Cleaner. Culturally grounded.

Jivati isn’t just a product, it’s a mindset. I set out to bring meaning back into how people drink. To create something that stood for more than the moment. That required building from the ground up, with clarity and conviction.

What Guides My Process:

• Research relentlessly: not just trends, but people’s habits, cultural shifts, and what truly resonates

• Study the brands that came before: what worked, what didn’t, and why some became movements

• Build with focus: not for hype, but for meaning, longevity, and connection

Every decision I make is filtered through that lens. I pay close attention to what’s working, what’s outdated, and where there’s still white space to create something new. That’s how I approach every venture, learn fast, execute clearly, and stay grounded in purpose.

What to Expect from The Weekly D-Briefs

This newsletter isn’t a highlight reel. It’s a window into how I think, build, and learn in real time. I share what I’m seeing, what I’m solving, and what others might overlook.

• Spotting opportunities others miss

• Adapting strategies to meet the moment

• Executing with clarity, consistency, and discipline

If you’re building something real, this is built for you. Every edition delivers:

• Mental clarity in the chaos

• Real lessons from real execution

• Strategic direction you can actually use

I’m not writing from the sidelines. This is insight from the field. You’re not alone in this. Keep building with purpose. We’re just getting started.

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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.}