Lesson: Smart execution comes from focus, resilience, and knowing when to adapt.

Most case studies break down companies from the outside. But the most valuable lessons often come from lived experience. This time, I’m putting Jivati - the company I’ve poured my energy, money, and belief into - under the microscope.

The Vision Was Clear from the Start.

Jivati wasn’t built to ride a trend. It was built to introduce intention back into how people drink. Before I was a founder, I was a consumer. I enjoyed discovering new beverages, especially in social settings, but I noticed the disconnect. People were drinking without mindfulness, without clarity. They liked the branding, but felt terrible after. The experience and the product weren’t aligned. That’s where Jivati began.

The name means “to be alive,” and I spent months searching for something that could reflect that energy. I knew the brand had to be rooted in something I lived, staying optimistic and healthy through real challenges. That’s why I connected with Ayurvedic principles, modern wellness, and culture. Jivati had to feel like life itself - bold, clear, and grounded in something deeper and personal.

Execution Was Where It Got Real

Building a vision is one thing. Turning it into a product, and a business, is another. I ran into resistance at every level.

Partner Misstep: The formulation company I hired oversold their capabilities. They didn’t understand compliance, weren’t equipped to deliver, and eventually vanished mid-project. It exposed the cost of trusting the wrong people early.

Regulatory complexity: Ayurvedic ingredients weren’t widely accepted by the Alcohol and Tobacco Tax and Trade Bureau (TTB), which regulates alcohol, unlike the FDA, which oversees food and supplements. Several formulations were denied outright. I had to teach myself the science, rewrite the formula, and rethink the path forward.

Technical breakthrough: After months of trial and error, I became the first alcohol brand to get seven Ayurvedic ingredients approved by the TTB, an industry-first that changed what was possible for the category.

Founder burden: Even with a roadmap, there were countless unseen hurdles. With no reliable team, I had to fill every gap, acting as formulator, compliance officer, and brand architect all at once. It tested my endurance and forced real-time growth.

Market pushback: Distributors weren’t ready. Retailers needed proof before they'd even consider shelf space. I had to prove demand from the ground up before I earned a shot at scale.

Despite the barriers, I didn’t stop. I learned what I needed to learn. I rebuilt the formula, developed a proprietary blend that passed regulations, and created something that cannot be duplicated unless the laws themselves change.

Small Wins, Long Roads

I became my own distributor and proved demand at the grassroots level. I didn’t rely on buzz. I relied on evidence. This work was slow. There were no overnight wins. There were nights without sleep. There was stress, doubt, and burnout. But I stayed locked in. I focused on movement, any movement, and treated progress as the victory.

One of the moments that helped keep me going came at BevNET, where Jivati was recognized as a Top 10 Innovative Beverage. I had a short conversation with John Fieldly, the CEO of Celsius, who told me he liked what I created and encouraged me to stay niche. He said the Indian market is massively underserved, and my branding and product positioning weren’t just bold, they were the right strategy. That validation gave me a real confidence boost and reaffirmed that I was building something with purpose.

What I Took From the Struggle

• Execution is everything. No amount of belief matters without follow-through.

• Discipline beats excitement. Emotional wins fade fast - sustained momentum requires structure.

• Every quiet season has a purpose. Research, refinement, and reps matter even when growth feels distant.

• Control what you can. When the external world resists, internal development becomes your biggest asset.

• Timing is a real factor. But preparation ensures you’re ready when the moment opens up.

I kept going through all of it. Not because it was easy - but because this was never just a product. It was a calling. A mission. A chance to introduce something new to the market and to represent something bigger than myself.

I stayed focused. I made adjustments. I kept building.

Jivati is still here. And so am I.

This is personal, but it’s also meant to be passed forward. My goal is to help others create brands that stand for something real, with the structure and tools they need to survive the process. I didn’t get this kind of help when I started. Now I’m building it for others through dp.

If you're reading this while trying to build something of your own, I hope this gives you more clarity, fewer missteps, and the steady push to keep going.

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.}