- Clean-label beverage brand SORRY SUGAR has raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London, to expand across North India and launch new products.
- The fresh capital will be used to expand online and offline presence across North India and accelerate new product launches, including a range of zero-added-sugar gelatos sweetened with monk fruit, marking expansion into desserts.
- Founded by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, SORRY SUGAR targets Gen Z consumers seeking healthier alternatives without giving up on taste and indulgence.
- SORRY SUGAR generated more than Rs 1 crore in revenue in its first month and currently operates three offline stores across Gurgaon and Delhi.
- The brand uses monk fruit as a natural sweetener, positioning its products as zero-added-sugar, fibre-rich and gut-friendly, with formulations designed with diabetics in mind.
- The company targets an annual recurring revenue (ARR) of more than Rs 60 crore by the end of the current financial year, expanding through direct-to-consumer (D2C), quick-commerce platforms and offline retail.
- The startup was incubated by Palash Arneja, founder of BlaBliBlu, alongside Wolfpack Labs, led by Aakash Anand and Prerna Gupta.
- Founder Deepak Pathak said the investment is a proof of concept for the vision of making healthier choices enjoyable, aiming to replace sugar in everyday beverages, starting with coffee and expanding across beverages and desserts.
SORRY SUGAR, founded by Deepak Pathak, Kunal Verma, Shashank Sherawat, and Saiyam Malik, has raised $1 million in seed funding to enhance its market presence in North India and launch innovative products. The funding round was led by the Dhanuka family and Amishi London.12349
The brand targets Gen Z consumers seeking healthier beverage options without sacrificing taste. SORRY SUGAR utilizes monk fruit as a natural sweetener, offering products that are zero-added-sugar, fibre-rich, and gut-friendly. The company emphasizes its formulations are suitable for diabetics.6
In its first month, SORRY SUGAR generated over Rs 1 crore in revenue and currently operates three offline stores in Gurgaon and Delhi. The startup aims for an annual recurring revenue (ARR) exceeding Rs 60 crore by the end of the financial year through direct-to-consumer (D2C) channels, quick-commerce platforms, and offline retail.57
Deepak Pathak stated, “This initial traction and investment marks a key achievement for SORRY SUGAR and is a proof of concept for our vision of making healthier choices more enjoyable, without compromising on taste.” The company plans to expand its product line to include zero-added-sugar gelatos, further diversifying its offerings beyond beverages into desserts.
“The brand, founded by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, uses monk fruit as a natural sweetener and generated over Rs 1 crore in its first month. It aims for an ARR of more than Rs 60 crore by year-end, expanding via D2C, quick-commerce and offline retail.”
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