Alco-bev startup Marmalade has raised ₹6 crore in a seed funding round from a group of investors including Ashok Chokalingam, Robert Sellares, Ishank Gupta, and HomeLane founders Srikanth Iyer and Tanuj Choudhry.
The company said the fresh capital will be used to expand distribution, strengthen brand-building initiatives, and build out its sales and operational capabilities.
Building New-Age Alcoholic Beverages
Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is building a new-age drinks company focused on spirits for the next generation of Indian consumers.
The startup develops easy-drinking, flavour-forward alcoholic beverages that seek to make drinking more approachable and relevant to changing consumer preferences.
Brightside Craft Whiskey
Marmalade’s flagship brand, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam.
The brand is positioned around offering younger and new-generation consumers a different way to discover whiskey, combining product development, contemporary branding and category-focused innovations.
According to the company, Brightside Craft Whiskey blends fine malts and grain spirits with botanicals to deliver a smoother and more approachable drinking experience. The brand aims to minimise the harsh burn, bitterness and strong aftertaste traditionally associated with some whiskey profiles.
Brightside has also introduced packaging innovations designed to make the overall drinking experience more engaging.
Expansion Into Maharashtra
Following its presence in Delhi, Marmalade plans to expand Brightside into Mumbai and the broader Maharashtra market.
The company claims it is on track to achieve an annualised revenue run rate (ARR) of ₹5 crore by September 2026. It is targeting ₹15 crore in ARR by December 2026, which would represent threefold growth in less than four months across two cities.
Targeting an Underserved Price Segment
Brightside Craft Whiskey is priced at ₹1,750 for a 750 ml bottle in Maharashtra. Marmalade aims to position the brand within the ₹1,500–₹2,200 price segment, which it describes as having relatively limited offerings.
The positioning reflects the company’s broader focus on creating premium-but-approachable alcoholic beverages for evolving Indian drinking preferences.
India’s Emerging Alcobev Startup Market
Marmalade’s fundraise comes amid growing activity among India’s emerging alcobev startups. Companies in the sector are experimenting across craft whisky, gin, agave spirits and liqueurs, while placing greater emphasis on contemporary branding, smoother flavour profiles, locally sourced ingredients and accessible premium pricing.
Recently, Feline Spirits raised ₹5.2 crore in a pre-Series A round led by Inflection Point Ventures. Raincheck Earth Co., the maker of Cherrapunji Craft Gin, raised $1.2 million from Japanese investors and the AngelList India Syndicate to scale its craft-gin business.
Meanwhile, Nuvola Spirits, which makes Mikiamo Limoncello, secured ₹1.57 crore in pre-Series A funding.
As consumer preferences evolve, startups such as Marmalade are seeking to build differentiated alcohol brands around product innovation, modern positioning and more accessible premium experiences.
By : Vanshika Tayal
