Lesson: Not every investor deserves the pitch.

When I started raising funds for Jivati, I reached out to everyone. Angels, VCs, firms I’d never heard of. I figured more pitches meant more chances, but most replies were ‘no,’ or worse: silence. At first, I took it personally. Then I looked closer. Part of the problem was my deck, not that it lacked substance, but that it had too many layers. It was overly detailed, too informative, and it overwhelmed instead of landing the point. I’m glad I caught it early; it pushed me to strip it down, tighten the story, and make the value land faster. But the rejections didn’t stop. That’s when I dug deeper and found the real issue: investor misalignment. I kept trying to sell a culturally rooted Indian beverage brand to investors who’d never backed anything like it. Some had CPG experience. A few were open to alcohol. However, none of them reflected the brand’s target audience. And most didn’t match the stage I was raising for. Wrong round. Wrong lens. Wrong fit. That’s when I shifted. I stopped pitching to everyone and started curating a list.

I focused on three groups:

• Indian angel investors and family offices backing food, beverage, wellness, or alcohol brands, especially culturally inspired or niche products

• U.S.-based angels with hands-on experience in RTD, alcohol, and functional drinks, people who understand CPG margins, distribution, and how long this category takes to scale

• South Asian entrepreneurs and celebrity investors who are quietly backing culturally relevant lifestyle brands, offering not just capital but community

The filter changed everything. Conversations felt warmer. Replies came quicker. Even pushback carried value, ‘Too early. Keep me posted.’ It gave me direction, real data I could use. When the fit is right, the energy shifts, even a ‘no’ leaves the door open. Sometimes, they’d even introduce me to someone in their network who might be a better fit. A warm intro can do more than ten cold pitches ever will. You don’t need to pitch more. You need to pitch smarter, to the right people.

If you’re raising now, try this:

• Filter your investor list like you filter your audience. Not everyone is the customer, or the check

• Look at their past investments. Do they get your category? Your stage? Your story?

• Don’t just chase capital. Look for alignment in vision, values, and timelines

• And if it’s a no? Ask why. That’s where the real insight lives

• Keep the relationship warm. Investors often circle back when they see progress, especially if you handled the first “no” well

Credible resource to explore: How to Nail Your Fundraise by Finding the Right Investors by Jason Yeh. A practical breakdown of how to target investors like a salesperson would qualify leads. It’s tactical, founder-tested, and sharp on why fit matters more than volume. Related drop: How I Raised $120K Without a Network, because alignment and clarity fuel momentum more than any cold list ever could.

Closing Thought

Some “no’s” are just redirections. They teach you where not to aim. I stopped chasing rooms that didn’t see it, and started seeking the ones that could. Not every investor is your audience. But the ones who are? They don’t need convincing. Just clarity.

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.}