Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and CEO, as the company looks to accelerate product development, distribution and business growth.
Arneja had previously incubated Sorry Sugar with Wolfpack Labs and will now take charge of the brand’s product, distribution and broader business strategy.
The leadership appointment comes shortly after the company raised $1 million in a seed funding round led by the Dhanuka family and Amishi London. The funding is expected to support the brand’s expansion as it builds a larger portfolio focused on reducing added sugar in everyday consumption.
From Incubation to Independent Growth
Sorry Sugar was initially incubated with Wolfpack Labs, with Arneja involved in building the brand during its early stage.
With his appointment as Founder and CEO, Arneja will oversee the company’s next phase, including product development, market expansion and distribution across online and offline channels.
The company currently operates in the flavoured coffee segment, offering beverages positioned as zero-added-sugar, prebiotic and fibre-rich. Sorry Sugar uses monk fruit as a sweetener along with prebiotic fibre in its products.
Expanding Beyond Coffee
The brand plans to move beyond flavoured coffee into other everyday consumption categories as it expands its product portfolio.
Arneja’s mandate will include developing new products, strengthening distribution and building Sorry Sugar’s presence across the Indian market.
The company aims to leverage its zero-added-sugar positioning to address growing consumer interest in alternatives to traditionally sugar-heavy everyday beverages and consumption products.
Arneja’s Previous Experience
Before taking charge of Sorry Sugar, Arneja built BLA BLI BLU, which the company said scaled to ₹1,000 crore in under a year.
He has also been associated with Unikon.ai, Deloitte and HSBC, bringing experience across entrepreneurship, business strategy and corporate roles.
With the latest leadership transition and recent seed funding, Sorry Sugar is now looking to move from its early-stage incubation phase towards building a broader consumer brand.
The company’s immediate focus will be on expanding its coffee business, strengthening online and offline distribution and entering additional everyday consumption categories under its zero-added-sugar proposition.
By: Arushi Agarwal
