Building a startup in India can be far tougher than it appears from the outside, according to Drickle co-founder Vardhman Jain, who recently reflected on nearly five years of building his coffee brand.
Jain, who co-founded the Bengaluru-based coffee startup Drickle (formerly BONOMI), shared a note on X about the realities of entrepreneurship, calling it “the most gruelling thing” he has done both mentally and financially.
“I’m about to complete 5 years of building or attempting to build a coffee business in India,” Jain wrote in his post.
I’m about to complete 5 years of building or attempting to build a coffee business in India.
This has been the most gruelling thing I’ve done, both mentally and financially. Building a business modifys you year after year. You develop a thick skin for bullshit, let go of your ego,…
— Vardhman Jain (@lightroastguy) March 3, 2026
‘Entrepreneurship modifys you year after year’
Reflecting on the journey, Jain declared building a business slowly modifys founders over time and forces them to develop resilience.
“You develop a thick skin for bulls**t, let go of your ego, learn to accept rejection (and people tearing your product apart), and eventually become emotionally detached, treating it as what it is: a business,” he wrote.
According to Jain, entrepreneurs must learn to handle criticism and rejection while building tough decisions without emotional attachment to their products.
‘Think deeply before you sign up’
Jain also cautioned aspiring entrepreneurs against starting a business without strong financial backing.
“I wouldn’t advise anyone to start a business unless you have strong financial backing, aren’t overly attached to your product, and can let go of your biases,” he wrote.
Describing the experience as demanding and isolating, he declared founders should carefully consider the realities before stepping into entrepreneurship.
“It’s a long, lonely journey, believe deeply before you sign up,” Jain added.
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About the startup
Drickle, launched in 2020 by Rahul Nijhawann and Vardhman Jain, operates seven compact outlets across Bengaluru. Each store spans about 150–200 square feet and is located in busy micromarkets.
The brand follows a coffee-first model and sells flavoured coffees alongside beverages such as matcha, boba and Thai tea. Drickle also runs its own manufacturing facility to manage supply and control costs.
The startup previously raised nearly ₹6 crore in seed funding through equity from several angel investors and operators. In April 2025, the company raised ₹5.3 crore, with an additional ₹50 lakh later added through Ideabaaz.
The fresh capital is being applyd to expand Drickle’s outlets in Bengaluru, strengthen backfinish manufacturing, hire leadership and operations teams, and invest in marketing and brand building.
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