In startups, allies matter more than rivals

In startups, allies matter more than rivals
At eChai Ventures, our Unforgettable Lessons series captures the stories founders carry with them, the moments of rejection, resilience, and realization that change how they build and grow.

For Ishani Upadhyay Dave, Co-Founder & CEO of ShaadiVibe, one such lesson unfolded in a café in Ahmedabad, just weeks before her official launch.

Here’s how she tells it:

My path to building this platform has been filled with unexpected twists, but one story from early on taught me a lesson I'll never forget: the importance of community over competition. It unfolded in a bustling Ahmedabad café in March 2025, just weeks before our official launch.

I was there to meet a potential investor, a well-known name in Gujarat's startup scene, hoping to secure funding to scale ShaadiVibe. ShaadiVibe was still a bootstrap operation, and I had sunk my personal savings into developing the website and onboarding our first 100 verified vendors.

The meeting started promisingly; he praised our focus on Tier 1 and 2 cities, where 55% of Gujarat's weddings happen. But then he leaned in and said, "This is great, but you're too small. WedMeGood and WeddingWire dominate, why not sell your tech to them instead?"

It felt like a gut punch. I'd quit my corporate job to build something that empowered offline vendors, not to hand it over. My face burned with a mix of anger and disappointment as I shook his hand and left, wondering if I was naive to think we could compete.

That rejection lingered for days, making me question everything. But it also sparked an idea: instead of chasing big money, why not lean into the local network?

I reached out to a small group of vendors we'd already connected with, florists and decorators who had shared their pain points about 10–40% middlemen fees. I talked to vendors not to pitch or sell our subscription plan, but to listen and collaborate.

To my surprise, one vendor, a young photographer named Aarav, offered to introduce us to his network in Surat. "We're all in this together," he said. That single gesture snowballed: within a month, we onboarded 200 more vendors through word-of-mouth, and our site traffic hit 1,500 couples.

It wasn't investor cash that fueled our growth. It was genuine relationships.

The lesson hit hard: in a cutthroat market, building a community of allies beats going it alone. That investor's “no” pushed me to prioritize trust and collaboration, which has grown ShaadiVibe to 490+ vendors today, saving couples 20–35% on planning costs.

For any founder out there, remember: your network isn't just contacts. It's the foundation that turns rejections into real progress.
Startup Stream

The eChai Effect - In Their Words

"For me, eChai is a second home. I've been associated with it since the early days, when it was already setting a different tone for how startup communities could work. As a traditional business owner entering the new-age D2C space, eChai supported me in every direction. Over the years, it became my window to the startup world — and also gave me lifelong friends who continue to show up, for business and beyond."
Pankaj Bhimani - Founder, 58miles
Pankaj Bhimani
Founder, 58miles
"If there’s one phrase that sums up my journey, it’s truly ‘The eChai Effect.’ Six years ago, I simply walked into my first eChai event, not knowing what to expect. The honest conversations, energy, and inspiration from founders and entrepreneurs struck a chord within me. That eChai spark became the catalyst for everything to follow. I proudly say: my entrepreneurship journey started—and keeps evolving—because of eChai. Redicine Medsol’s story is integrally linked to this community. I’ve gained so much, not just as a founder but as a forever volunteer and grateful member of the eChai family. With all my heart, thank you Jatin Bhai and everyone at eChai for shaping, guiding, and supporting my dreams. The eChai Effect will always be a part of my story."
Kush Prajapati - Founder, Redicine Medsol
Kush Prajapati
Founder, Redicine Medsol
“You don’t plan to build a company via eChai. You just keep showing up … and one day, you realize you did.” I’ve known Jatin since 2012, when I was still deciding what kind of second innings I wanted to play as an entrepreneur. Over the years, through events, chai breaks, intros, and seemingly small conversations, eChai helped shape not just Upsquare but also refined the lens through which we see collaboration. At Upsquare, we’ve hired talent, met partners, discovered co-investors, and built lifelong friendships. One of our joint ventures exists today only because a casual eChai memory sparked a deeper trust. Now, as we build House of Starts — our venture builder — eChai continues to fuel our mission: co-creating a shared future. eChai isn’t just a startup network. It’s a trust network. And for business builders like me, that makes all the difference."
Utpal Vaishnav - Founder @ Upsquare & House of Starts • Angel Investor + LP
Utpal Vaishnav
Founder @ Upsquare & House of Starts • Angel Investor + LP

eChai Partner Brands

eChai Ventures partners with select brands as their growth partner - working together to explore new ideas, open doors, and build momentum across the startup ecosystem.