Farad Daruwalla
      Mumbai · Consulting · 2 – 3 brands at a time
      Blogs
    

Have an idea?
Let’s align execute.

I’m Farad. I don’t hand you a deck and wish you luck. I build the thing that sells, and the machine behind it.

Start the questionnaire → ↓ scroll, I’ll introduce myself

DisclaimerEverything on this website has an experience behind it. Some of them expensive.

Who’s writing this

I always wanted to build something of my own.

So I did and I spent four years building someone else’s first.

Caffeinated is something I started. India’s first coffee drops. One drop = one cup of coffee along with the same caffeine kick. Bootstrapped, two years from an idea to a product on D2C, E-commerce and marketplaces. Sourcing, formulation, packaging, pricing, launch, channel. I’ve paid for every part of that education.

Before and alongside it, HumSafer. Four years at Good Mind, where I head Product, Marketing & Sales. B2B SaaS sold into some of the largest fleet operators in the country. Long cycles, real procurement, enterprise buyers who don’t care how good your landing page is.

So when I say I understand D2C and B2B, I mean I’ve had to make payroll in both.

What I’m actually good at

Demand, and the machine behind it.

Getting people to buy is one job. Being able to deliver when they do is another. I take both.

Sales

Pricing, positioning, channel, and the unglamorous work of actually closing.

Automation

The manual work your team shouldn't still be doing by hand.

System architecture

The stack, the data, and the plumbing that stops being optional at scale.

Branding & Marketing

Why people buy, why they come back, and why most brands get both wrong.

How this works

Fill in the questionnaire

One line about what you're building. That's all I need

We talk

If there’s a fit, we get on a call and I tell you what I actually think, including if I think you shouldn’t do it.

Fixed scope, fixed price

We agree exactly what gets built and what it costs. No open-ended retainers, no billing you for thinking.

What it costs

Projects start at ₹1.5L.

Scoped per brand, priced before we start, paid against a defined deliverable. If what you need is smaller than that, you probably don’t need me yet and I’d rather tell you that now than take the money.

The expensive education

Mistakes I’ve already made, so you can skip the invoice.

I’m not itemising them on a website. PFA the invoice, down below

          Line item
          AMOUNT PAID
        

          Packaging, redone twice
          
        

          A logo I called a brand
          
        

          Relying on traditional methods for sales
          
        

          A tech solution nobody asked for
          
        

          Licences and listings, learned in the wrong order
          
        

          Total, settled in full
          Yours, if you’d rather not pay it
        

Coming soon

Expenses heading your way

Nobody tells you what launching actually costs. If you're selling a product: formulation, samples, moulds, packaging MOQs, licenses, listing fees. If you're selling software: the stack you over-bought, the developer you hired too early, the integration that took three months instead of three weeks. Both of you will spend a first ad rupee that does nothing.

Reach out if

You’re serious enough to have already started something
You can hear “that won’t work”
You want to build with someone, not hand it to someone

Please don’t if

You want a deck to show investors
You want validation more than you want the truth
You’re looking for someone to run it while you watch

And if you’re under 20, just reach out. Don’t overthink. Trust me, it’s simpler than the world will tell you it is.

Start the questionnaire →