Co-founder of Trickle Vardhman Jain shares how the entrepreneurial journey has changed him over the years. In 2020, Jain launched Bangalore-based coffee brand Drickle, formerly known as BONOMI.
Vardhman Jain calls it “the most exhausting thing” both mentally and financially he has done.
“You grow a thick skin for bullshit, let go of your ego, learn to accept rejection (and people tearing your product apart) and eventually detach emotionally and treat it for what it is: a business,” he (now X) tweeted.
“I wouldn’t advise anyone to start a business unless you have a strong financial background, you’re not too attached to your product and you can’t get rid of your prejudices,” he added.
“It’s a long, lonely road; think deeply before signing up,” Jain concluded.
Trickle currently operates 7 compact stores across Bengaluru. Each store is approximately 150-200 square feet and located in busy micro markets.
A Bengaluru startup founded by Rahul Nijhawann and Vardhman Jain, earlier almost ₹6 crore in seed funding through equity. The investment came from several angel investors and operators.
In April 2025, the company increased ₹5.3 million with an addition ₹50 lakh added later through Ideabaaz. The fresh funds will be used to expand Trickle’s stores in Bengaluru. It will also be used to improve backend production, hire leadership and operations teams, and invest in marketing and branding.
The brand follows the coffee-first model, selling flavored coffees alongside matcha, boba and Thai teas. It also operates its own manufacturing facility for supply and cost management.
Reaction on social networks
Jain’s post garnered positive reactions on social media. Many users appreciated its dexterity.
“This is honest. Building isn’t just execution – it’s identity work. The product evolves, but the founder rebuilds first,” wrote one.
“Still, the drudgery of a business trumps the drudgery of a job because it adds dignity. But chasing after customers beats the humiliating rituals of job hunting, doesn’t it?” another user commented.
Another user wrote: “Five years of beans and tears. Respect, a true coffee builder. Where are you located? Would love to try the coffee.”
One of them suggested: “Just stick to the cash flow. That’s all business. Rest is good for consultant Ppt and philosophical stories in the ashram.”
“Building any business is similar in India… consumer business is even more challenging… it’s a lonely road indeed,” came another.
One wished: “I hope you find peace and success in the long run.”
