LOS ANGELES - The gig: Serial entrepreneur Rohan Oza, 42, is founder and chief executive of Idea Merchants Capital. Oza's investment venture, with offices in Los Angeles and New York, is "focused on 'better for you' consumer lifestyle products," he said - and making life uncomfortable for established brands. Oza's greatest success was with Glaceau, best known for developing Vitaminwater and Smartwater. Oza has put money into the makers of Popchips snacks and a natural health drink called Bai, among other products. He co-founded the manufacturer of the design-savvy, eco-friendly Soma, a countertop water filtration system.