Janvi Sikaria did not begin with the intention of entering an empty market. She entered a crowded one. After spending 1.5 years building Bae Rituals quietly, Janvi Sikaria has introduced the brand as a matcha company built around a simple observation: an everyday wellness product can become repetitive when every brand starts telling the same story.
Matcha has become increasingly visible in modern wellness and café culture. Yet, according to Janvi Sikaria, the category began to feel predictable. The familiar green powder, muted packaging, earthy colours and repeated messaging around mindful mornings and traditional sourcing had created a sense of sameness. Instead of treating that sameness as a reason to stay away, Janvi Sikaria saw it as a reason to experiment.
The starting point was personal consumption. Janvi Sikaria drinks matcha regularly, which meant she was experiencing the product not simply as an entrepreneur studying a market, but as someone using it as part of her routine. Over time, the familiarity that once made matcha appealing began to make it boring. The question became less about whether another matcha brand was necessary and more about whether the experience around everyday matcha could be changed.
That question shaped Bae Rituals.
Janvi Sikaria describes the development process as a period of experimentation involving flavours, recipes and packaging. It was not presented as a perfectly linear journey. There were moments when an idea seemed promising and others when it simply did not work. That willingness to acknowledge both sides of experimentation is an important part of Janvi Sikaria’s story.
Building a consumer brand often involves decisions that customers never see. Reformulations, packaging changes, testing, rejected concepts and small details can occupy months before a finished product reaches the market. For Janvi Sikaria, that process continued for 1.5 years while the project remained largely under wraps.
Bae Rituals is launching with ceremonial-grade matcha in nine flavours, according to Janvi Sikaria’s announcement. The brand says it uses natural freeze-dried fruit powder and does not use synthetic flavours or added sugar. These product decisions are positioned as part of the attempt to make matcha more interesting without turning the concept into an unnecessarily complicated routine.
The idea of simplicity is central to what Janvi Sikaria is trying to build. Her post challenges the assumption that wellness has to look clinical, highly structured or complicated. A wellness ritual does not necessarily need a long checklist of activities. It can be something much smaller: taking a few minutes during a busy day to pause and do something for yourself.
That perspective gives Bae Rituals a purpose beyond flavour variety. Janvi Sikaria is connecting the product to a broader behavioural idea: consistency can be easier when the ritual itself is enjoyable. Instead of presenting self-care as another responsibility to manage, Bae Rituals is designed around making a familiar habit feel more engaging.
There is also a practical problem behind the concept. When people want flavoured or more elaborate matcha drinks, they may turn to cafés or attempt recipes at home involving several ingredients and measurements. Janvi Sikaria’s approach attempts to simplify that experience by putting flavour directly into the product.
However, entering an established category means having to prove that differentiation is more than packaging. For Janvi Sikaria, the challenge ahead will be turning the initial concept into a product that customers repeatedly choose. A distinctive visual identity may attract attention, but sustained relevance ultimately depends on taste, quality, consistency, pricing, availability and the everyday experience of using the product.
That makes the launch of Bae Rituals less of a finished achievement and more of a starting point for Janvi Sikaria. The 1.5 years of development created the foundation, but customer response will shape what comes next.
What stands out in Janvi Sikaria’s announcement is not the claim that she has discovered an untouched opportunity. She openly acknowledges that hundreds of matcha brands already exist. Instead, Janvi Sikaria has approached the category by asking a narrower and more practical question: how can an existing everyday habit feel less repetitive?
That question led to flavours, recipes, packaging experiments and eventually Bae Rituals.
Janvi Sikaria’s journey also reflects a useful lesson for founders: differentiation does not always begin with inventing something completely new. Sometimes it starts by paying close attention to an ordinary experience and identifying what has become predictable within it.
For Janvi Sikaria, that ordinary experience was making and drinking matcha. The result is Bae Rituals, a brand attempting to bring more flavour and personality into an already established ritual.
As orders prepare to go live, the next chapter will be determined not by the secrecy of the build or the excitement of the launch, but by whether people genuinely want to make Bae Rituals part of their everyday routine. For Janvi Sikaria, the experiment that began 1.5 years ago is now moving from private testing into the hands of customers.
And that is where the real ritual begins.
