Why This Matters
Founded by Udit Mediratta and Surojit Bhattacharya, Marmalade is building flavour-forward alcoholic beverages aimed at younger Indian consumers. Its flagship Brightside Craft Whiskey was developed with Amrut Distilleries and master blender Ashok Chokalingam, with the brand positioned as a smoother and more approachable alternative in the whiskey category.
What's the Bigger Picture?
India's alcobev market is seeing a new wave of startups targeting consumers through contemporary branding, differentiated flavours, and premium-but-accessible pricing. The emergence of these brands signals a shift from traditional spirits consumption toward more experiential and lifestyle-oriented products.
Key Takeaways
Marmalade has raised ₹6 crore from investors including Ashok Chokalingam, Robert Sellares, Ishank Gupta, and HomeLane founders Srikanth Iyer and Tanuj Choudhry. The Delhi-based startup plans to expand into Mumbai and Maharashtra, targeting ₹5 crore in annualised revenue by September 2026 and ₹15 crore by December 2026.
