A conscious approach to CPG + WEllness

A fractional brand architect that serves wellness-focused brands with a conscious approach — rooted in purpose, built for impact, and designed to elevate the end user’s well-being.

I partner with CPG + Wellness Conscious brands to DEvelop products, define brands, and build launch-ready strategies

Work

Cultivate Wellness Soda

LEVL - Plant BAsed Hydration

Madmix - Healthy Millet Snacks

VAERE - Cannabis Sports Tablets

VAERE - CBD SPORTS Drink

Sunāya Ayurveda - Coming soon

Services - idea to launch

Product & brand Development

  • Refine or develop product ideas and market fit

  • Guide product or service formulation/model and innovation

  • Help create brand ethos, tone, and conceptual frameworks

  • Provide direction for naming, design, and visual identity

Business OPerations & Manufacturing

  • Advise on legal structure, entity formation, and creating initial business model

  • Source ingredients and evaluate manufacturers

  • Support sourcing of packaging, MOQ, ingredients, and production planning

  • Introduction to my in-network partners from R&D, manufacturing, marketing, experiential, to sales channels.

Go-TO-MArket Strategy

  • Outline GTM roadmap and channel strategy

  • Develop launch sequencing and marketing priorities

  • Pricing, sales, and distribution strategy

  • Provide creative campaign concepts and launch ideas that align with the brand ethos

  • Guide early traction strategy through through partnerships, activations, and community building.


About me

Hi Im Manav Shah, Im based out of LA, and I’ve spent 8+ years building CPG brands in food, beverage, and wellness — but my connection to this work runs deeper than business.

Inspired my Indian background and multicultural upbringing, food wasn’t just something we consumed, it was how we connected. Meals were moments, ingredients had intention, and wellness wasn’t a trend, it was a way of life.

That perspective shapes how I build. The best products don’t just function, they bring people together and leave them better than they were.

Today, I work with founders and brands who want to build with that same intention - creating brands that feel meaningful, thoughtful, and connected, from concept to market. 

As a founder myself,  I understand firsthand the challenges that early-stage teams face. I’ve been in the trenches, and I bring that lived experience to every project I support.