From University Pitch to Amazon Choice
Brand & DTC Growth
Co-founded a premium matcha tea startup from a Shark Tank-style university competition to a funded consumer brand on Amazon, DTC, and café shelves - leading all design from packaging to e-commerce.
Role:
Founder, Creative Director
Tools:
Figma • Adobe CS
Domain:
2018 — Present
Team:
Rohith Kolluri • Chris Miele
$100K
ANNUAL RECURRING REVENUE
300+
AMAZON REVIEWS
4.5/5*
STAR RATING ON AMAZON
20%
CUSTOMER RETENTION RATE
FROM CASE COMPETITION TO STARTUP
It all started at Indiana University!
While studying Informatics, two classmates and I entered the Kelley School’s Clapp Idea Competition - a Shark Tank-style challenge where student teams pitched business ideas to alumni judges for the chance at $20,000 in seed funding.
MOTIVATION
Winning Best Pitch!
Although our team didn’t walk away with the grand prize, we did win the Kaczmarek Best Pitch Award, recognized for the clarity, creativity, and persuasiveness of our presentation.
That moment validated my ability to tell a compelling story through design and communication — even when the outcome didn’t go as planned. In many ways, the award was more important than the prize money, because it gave us the confidence to keep building, refining, and ultimately turning ACTA Matcha into a real company.
TURNING A LOSS INTO MOMENTUM
The DUDE WIPES Connection
Instead of stopping after the competition, we tapped into IU’s alumni network, connecting with entrepreneurs who had built successful consumer brands and were eager to guide new founders. That hustle and resourcefulness set the stage for what came next.
Through those conversations, we connected with the founder of Dude Wipes, who, like us, went to Indiana University and grew up in the Chicagoland area. After reviewing our designs and brand vision, he believed in us enough to invest—becoming the catalyst for ACTA’s growth.
ROCKET SHIP
Launching ACTA Matcha
With fresh capital and mentorship, we launched ACTA Matcha on Amazon, built a direct-to-consumer presence, and even placed our product in local cafés. I led the brand’s design end-to-end—packaging, website, marketing materials, and social content—ensuring ACTA stood out in a competitive market.
