Gurugram-based beverage brand Sorry Sugar has raised $1 million in a seed funding round led by the Dhanuka family and Amishi London.
The company plans to use the fresh capital to expand its online and offline presence across North India and support the launch of new products.
Founded this year by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, Sorry Sugar offers beverages with zero added sugar. The brand is positioning its products as alternatives for consumers looking to reduce their sugar intake.
Coffee-Based Beverage Portfolio
Sorry Sugar currently offers a range of coffee-based beverages, including Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel, French Vanilla Cloud and Butter Gooey Toffee.
The company also offers a Rs 399 trial pack containing five flavours. The full amount paid for the trial pack is redeemable when customers upgrade to a larger pack.
The beverages are sweetened with monk fruit and contain fibre, according to the company.
Sorry Sugar has also announced plans to expand its product portfolio with a range of zero-added-sugar gelatos, which will also be sweetened with monk fruit.
Targeting D2C, Quick Commerce and Retail
The brand claims to have generated more than Rs 1 crore in revenue during its first month of operations.
It currently operates three offline stores across Gurugram and Delhi and plans to expand its presence through D2C, quick commerce and offline retail channels.
Sorry Sugar is targeting an annual recurring revenue (ARR) of more than Rs 60 crore by the end of the current financial year.
The company’s immediate focus is on strengthening its presence across North India while building its distribution and retail footprint alongside its online business.
Growing Clean-Label Beverage Market
The funding comes at a time when India’s functional and clean-label beverage segment is seeing increased startup activity, with brands focusing on products designed around changing consumer preferences.
Peping, a functional beverage startup offering prebiotic fizzy drinks and probiotic digestive shots, raised Rs 2.5 crore from IAN Angel Fund in March this year.
Swizzle, a clean-label beverage startup, raised Rs 2 crore in seed funding in December last year.
Meanwhile, TABP Snacks and Beverages raised $3 million to expand its manufacturing and distribution network.
With its focus on zero-added-sugar beverages, monk fruit sweetening and fibre-based products, Sorry Sugar is looking to build a presence in this growing segment while expanding its product range and distribution network across North India.
-By Shivani Solanki
