Startup CPG Newswire:
JIVATI launches 2nd funding round to expand Indian-inspired RTD brand

PRESS RELEASE — NEWS PROVIDED BY DevRaj Patel for Jivati

COSTA MESA, CA, 2025 — Indian cuisine has long held global appeal, but the beverage aisle still lacks a brand that authentically reflects the Indian diaspora. Jivati was created to fill that gap with intention, offering a spirit-based cocktail line inspired by Ayurveda, India’s centuries-old tradition rooted in balance and cultural depth.

For Jivati’s founder, DevRaj Patel, it started with a simple question: Why hasn’t anyone built this yet? Born in the U.S., but deeply connected to his heritage, Patel began noticing a shift, consumers were asking for more: better ingredients, thoughtful formulation, and products that actually aligned with how they live.

According to Patel, “That’s when I saw the gap. I don’t chase trends, I build what’s missing. That’s how Jivati came to life: a ready-to-drink cocktail line rooted in Ayurvedic principles, infused with botanicals, adaptogens, and terpenes. Built with intention and purpose. Something lighter. Distinct. Culturally grounded.”

The name Jivati, meaning “to live” in Sanskrit, captures the deeper purpose behind the brand. It’s not just about flavor, it’s about identity, presence, and cultural ownership.

“Jivati isn’t just a brand, it’s a piece of my identity. I wanted to create something our community could point to and say, ‘That’s ours.’ And for everyone else, I hope it’s something they can feel connected to, beyond the buzz,” said Patel.

Jivati is currently available online in over 20 states, with retail placements in select Total Wine, 7-Eleven, and specialty liquor stores. The brand has also sold out at several cultural and lifestyle-driven events, often followed by one question: “Where can I get more?”
Now entering its second funding round, Jivati is focused on scaling in key regional markets and building national visibility. This raise will support the hiring of an experienced marketing and sales team with over 25 successful exits collectively to drive retail expansion and lead the brand’s next phase of thoughtful, sustained growth.

Jivati offers a distinct option in the RTD space: built with purpose, shaped by perspective, and designed for those who drink with thought, not impulse.

About Jivati

Jivati is a spirit-based RTD cocktail brand inspired by Ayurvedic principles and South Asian heritage. Founded by DevRaj Patel, the brand was created to fill the longstanding gap in the alcohol aisle for products that reflect the Indian diaspora. Each can blends botanicals, adaptogens, and terpenes to offer a lighter, more intentional way to enjoy alcohol. Jivati is available online in over 20 states, with retail placements in select Total Wine, 7-Eleven, and specialty liquor stores, and is now raising a second round to expand regional distribution and grow national visibility.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.