A candid post by Vardhman Jain, co-founder of coffee startup Drickle, has triggered a wider conversation among entrepreneurs about the realities of building a consumer brand in India.
Jain, who says he is about to complete five years of trying to build the coffee business, described the journey as one of the most mentally and financially demanding phases of his life.
“Building a business changes you year after year,” he wrote, explaining how founders gradually learn to handle rejection, criticism, and the emotional toll of running a venture. Over time, he added, the process forces entrepreneurs to detach emotionally and begin treating the product purely as a business.
Jain also offered a caution to aspiring founders. He said he wouldn’t advise anyone to start a business unless they have strong financial backing, the ability to stay objective about their product, and the willingness to let go of personal biases.
“It’s a long, lonely journey,” he wrote, urging people to think deeply before committing to entrepreneurship.
Vardhaman Jain’s post and a reality check from the community
The post quickly drew responses from other entrepreneurs who resonated with the sentiment.
One commenter pointed out that people often admire the visible side of a café business, the brand and the ambience, but rarely see the financial pressures behind it. According to the commenter, surviving five years in India’s food and beverage sector itself is significant, as the business demands constant focus on margins, repeat customers, and operational sustainability.
Another user summed up the entrepreneurial experience in a single line: “Entrepreneurship doesn’t build character, it reveals it, one brutal year at a time.”
Others agreed that building consumer businesses in India can be particularly challenging, describing it as a lonely journey that tests founders repeatedly.
When entrepreneurship stops being romantic?
What is interesting about Jain’s post is that, instead of talking about business milestones or growth numbers, the author focuses on the personal change that entrepreneurship causes.
For many founders, the journey ultimately replaces passion-driven decisions with questions like, does the model work? Does the customer return? Does the business survive long enough to grow?
Five years into the journey, Jain’s reflection captures that shift, from emotional attachment to practical reality, something many entrepreneurs recognise but rarely articulate so openly.
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