You know the business.
We build the brand.
A venture studio for people with ten years inside an industry and no experience building a brand from scratch. Four to six months from your insight to your first paying buyers.
You keep your job, or your business, while we find out whether anyone will pay for this.
Is this you?
We take people from five different starting points. Pick the one that sounds like yours.
Ten or more years inside an industry, a network that answers your calls, and a salary that buys you the time to test something properly.
You have never taken anything from zero to one under your own name. The idea has lived in your head, not in front of a buyer.
Four to eight weeks finding out whether buyers you do not already know will pay for this, while you stay employed.
Not on this list? Tell us anyway. The filter is ten years of experience, not the category.
Three parts. Four to six months.
You can stop at any gate.
Each part ends in a decision, not a deliverable. If the answer is no, you stop and you stop paying.
Validation
Buyer interviews, surveys, focus groups, pricing teardown. We go and ask people who are not your friends.
At the end: a written verdict with the evidence. It can be a no. Often it is.
Brand identity
Positioning, name, identity, packaging, the story. Twenty-five years of this is what we actually bring.
At the end: a brand a buyer recognises, and that you can explain without us in the room.
Go to market & launch
Channel, pricing, launch plan, first sell-through. We bring in a paid specialist where the channel needs one.
At the end: a product in market with actual buyers, however few.
Gate 1 — Demand
A defined buyer has the problem and will pay a price that works.
Gate 2 — Brand & offer
Buyers can tell what it is and why it is different.
Gate 3 — Market response
Real sell-through, and a repeatable way to find the next ten.
The founder who wins is almost never the one in the story.
Average age of the founder of a top-0.1% growth company.
Azoulay, Jones, Kim & Miranda — 2.7m US founders
A 50-year-old founder's odds of upper-tail growth, against a 30-year-old's.
Same study
Lower failure rate for founders who start while still employed, rather than quitting first.
Raffiee & Feng, Academy of Management Journal
Share of Indian entrepreneurship in business services. Seventy per cent is in consumer services.
Global Entrepreneurship Monitor 2023/24
The brands we built before this one.
Twenty-two years at Ogilvy. Fifty-odd brands. The work is the reason to trust us with yours.
KFC · Thums Up · Bikaji · Hindustan Times · Ghadi · Mother Dairy
Two people. Both in every room.
Ashu Mahajan
Twenty-two years at Ogilvy leading art, design and integrated creative for KFC, Thums Up, Mother Dairy, Sprite and Honda. 50+ brands, 85+ awards.
Gaveesh Jain
Nine years of building businesses across industries. Deep research paired with what actually happens when a founder tries to sell something.
Plus the specialists a particular venture needs — researchers, chartered accountants, channel and performance experts. Paid for out of the fee, not added to it.
₹15 lakh. Paid monthly.
Stop whenever.
Roughly ₹2.5 to ₹3.75 lakh a month across four to six months. Published here on purpose — if the number is wrong for you, neither of us should spend a call finding that out.
- Validation research, including third-party panels and groups
- Positioning, naming and brand identity
- Packaging and launch assets
- Go-to-market and launch strategy
- Specialists we bring in for your channel
- Product development and tooling
- Inventory
- Media and marketing spend
- Incorporation, legal and compliance
- Platform and listing fees
Full fee, and we take 10%
A right to subscribe to 10% of the new entity, exercised by mutual agreement once it exists. We put a defined share of the fee back into the business and stay with it.
Studios usually take 20 to 40%. You are funding the build, so we don't.
Full fee, no equity
A revenue share or a success fee instead, agreed up front. For owners who will not dilute, and for practitioners where the business is your own name.
Same fee either way. Equity is a choice, not a discount.
Five steps. Two weeks.
Then a straight answer.
We take five to ten founders a year. Most people who start the fit check will not get to a retainer, and nothing before the retainer costs anything.
Fit check
Three questions, two minutes. No email asked.
Written submission
About an hour. You write it yourself, before any call.
We read it
Both of us. An answer within five working days, either way.
Ninety minutes
One video call with both partners. Depth, openness, commitment.
Yes, no, or not yet
A yes comes with a written statement of what we're testing first.
The things people ask on the first call.
Do I have to quit my job?
No, and we'd rather you didn't. The programme runs on about a day a week of your time. The research says founders who start while employed fail less often.
Who owns the idea?
You do. If you've paid for the work done, you keep all of it — the research, the name, the identity, the accounts. We don't build your idea with anybody else.
What if the validation says no?
Then you've found out for one part's fee instead of a year's savings. You stop paying at the gate. Several founders come back later with a better idea.
Why only 10%?
Because you're funding the build, not us. A small stake also keeps your cap table clean if you ever raise. And it's optional — Option B has no equity at all.
Which sectors do you take?
All major sectors, India-first. The filter is ten years inside an industry, not the category. We won't take two founders in the same category.
I have a business already. Does the brand sit inside it?
No. It sits in a separate entity, with its own structure. Any equity we take is in that entity only, never in the business you already own.
Tell us what you're building.
Two minutes to find out whether we're a fit. Five working days to a yes or a no.