The G Story: Sanit Patel on Bridging the Visual Content Gap for D2C Brands and the Power of Smart Capital
In the hyper-competitive world of Direct-to-Consumer (D2C) brands, the difference between a scroll-past and a conversion often lies in a single image. While traditional agencies focused on broad strategy and production houses on high-budget films, there was a glaring gap for high-quality, high-velocity creative content tailored for digital-first brands. Sanit Patel, Co-founder of The G Story and a seasoned Angel Investor, identified this "white space" and merged his entrepreneurial background with his wife Gayatri Jhaveri Patel’s creative vision to build a one-stop content engine. Today, The G Story is the secret weapon for D2C brands looking to bring their narratives alive through specialized visual storytelling.
On the ELI Podcast, Sanit shares his dual journey as a second-generation entrepreneur and an active angel investor in unicorn-bound startups like WebEngage and BharatAgri. He discusses the transition from a traditional textiles business to the tech-driven startup ecosystem, the importance of "Smart Capital" in the early stages, and why he believes the founder is always the most critical step in a company's success.
The Creative-Business Fusion
The G Story represents a unique partnership: Gayatri brings seven years of visual communication and design expertise, while Sanit provides the strategic entrepreneurship and business foundation. This fusion allows them to conceptualize and execute campaigns that aren't just aesthetically pleasing, but commercially effective.
From Textiles to Tech: A Legacy Continued
Sanit belongs to a family business background where entrepreneurship was discussed over every meal. "I didn't know anything except entrepreneurship," he admits. After completing his Master's in Innovation and Entrepreneurship from the **University of Warwick**, he spent 10 years running his family’s textile export business alongside his father.
In 2019, Sanit took a bold step: he sold the traditional manufacturing business to ride the wave of India's tech-driven growth. "The idea was to get out of a conventional industry and get into sectors that were growing at a faster scale," he explains. This shift led him into the world of angel investing, where he could leverage his capital and experience to support the next generation of Indian innovators.
The Birth of The G Story
The G Story was born from a simple observation: brands were struggling to coordinate between social media agencies and production houses. There was no single partner that understood the nuance of a D2C launch while having the capability to execute photography, dynamic GIFs, reels, and digital films under one roof.
The Art of Smart Investing
Beyond his agency, Sanit has built a vast portfolio through platforms like **Venture Catalysts**, **Mumbai Angels**, and **LetsVenture**. His first deal was Pariksha, India's largest vernacular ed-tech platform for state government jobs. For Sanit, the criteria for investing are clear: Technology at the base and Founder pedigree.
Sanit's Investment Thesis
- Technology Foundation: Backing companies where technology is the core driver of scale.
- Founder energy: Investing in founders like Karanvir (Pariksha) who bring high positivity and enthusiasm.
- Root Cause Analysis: Acting as an "Eagle Eye" investor to identify bottlenecks and plug them with the right network.
- Strategic Networking: Connecting portfolio companies to create synergies and mutual growth hacks.
Defining "Smart Capital"
In his interview on the ELI Podcast, Sanit emphasizes that writing a check is easy, but adding value is the real challenge. "Founders in their early days want investors who can hand-hold them," he says. "Once you have built a reputation over four or five years, founders actually want you on their cap table to leverage your experience."
He manages his dual role as an entrepreneur and investor through a strict priority system—wrapping up short-term agency tasks in the morning before shifting to long-term strategic support for his portfolio companies. His typical day starts at 8:30 AM and often stretches until 10 PM, a schedule he embraces with an adrenaline-driven passion for the journey.
Sanit's Investment Footprint
Portfolio Strength: Early to late-stage investments in WebEngage, BotSync, BharatAgri, and LetsVenture.
Decision Weight: Sanit believes the founding team accounts for 50-60% of the entire decision to invest.
Social Impact: A strong focus on rural India and vernacular solutions that solve problems for the "Next Billion."
The Meaning of Entrepreneurship
For Sanit, entrepreneurship is a combination of risk, adventure, and positive cash flow. He views it as a learning curve that benefits a person's entire life trajectory, regardless of the eventual success or failure of a specific venture.
Founder Lessons from Sanit Patel
- Hire Slow, Fire Fast: Take your time to study a candidate's mindset, but move quickly if they aren't the right fit for the team's morale.
- Networking is Unparalleled: Don't miss out by sitting in a cubicle. Growth happens when you talk to people and learn from their perspectives.
- Stay Open-Minded: Be ready to grasp new ideas and understand where others are coming from to foster innovation.
The Vision Ahead
As D2C brands continue to redefine the Indian retail landscape, The G Story is positioned to be the primary engine for their visual narratives. Simultaneously, Sanit continues to double down on the brightest minds in India's startup ecosystem. His journey from a 60-year family legacy to the cutting edge of content and capital proves that while industries may change, the fundamental drive to add value and solve problems remains the true hallmark of an entrepreneur.