Why This Matters
Founded by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, Sorry Sugar offers coffee-based beverages sweetened with monk fruit and containing fibre. The brand claims to have crossed ₹1 crore in revenue in its first month and currently operates three stores across Gurugram and Delhi.
What's the Bigger Picture?
India's beverage market is seeing growing demand for functional and clean-label products as consumers become more conscious of sugar intake. Startups are responding with alternatives built around ingredients such as monk fruit, prebiotics and probiotics, while using D2C, quick commerce and offline retail to reach consumers.
Key Takeaways
The $1 million round was led by the Dhanuka family and Amishi London, with the company planning to expand its online and offline presence across North India. Sorry Sugar is targeting ₹60 crore+ ARR by the end of the current financial year and plans to add zero-added-sugar gelatos alongside its existing beverage portfolio.
