SORRY SUGAR raises $1 million seed round led by Dhanuka family and Amishi London

MUMBAI: SORRY SUGAR is putting a little less sugar in the recipe and a little more money behind the business. Clean-label beverage brand SORRY SUGAR has raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London, as it looks to expand its presence across North India and move into new product categories.

The brand is targeting Gen Z consumers who are increasingly conscious of what goes into their food and beverages, while still seeking taste and indulgence.

SORRY SUGAR uses monk fruit as a natural sweetener in its beverages. Its formulation is designed to deliver sweetness without an aftertaste, while its products are fibre-rich and positioned as gut-friendly, with formulations crafted with diabetics in mind.

Founded by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, SORRY SUGAR was incubated by Palash Arneja, founder of BlaBliBlu, alongside Wolfpack Labs, led by Aakash Anand and Prerna Gupta.

The company said it generated more than Rs 1 crore in revenue in its first month of operations and currently has three offline stores across Gurgaon and Delhi.

It is targeting an annual recurring revenue of more than Rs 60 crore by the end of the current financial year, while expanding across direct-to-consumer, quick commerce and offline retail channels.

SORRY SUGAR founder Deepak Pathak said the early traction and funding validate the brand’s vision of making healthier choices more enjoyable without compromising on taste.

The company started with coffee and plans to extend its proposition across beverages and desserts, with the broader aim of reducing sugar as a component in everyday consumer products.

The company plans to use the new funding to strengthen its online and offline presence across North India and accelerate new product launches.

One of its upcoming launches is a range of zero-added-sugar gelatos sweetened with monk fruit, taking the brand beyond beverages and into desserts.

Amishi London investor Amishi Dhanuka said SORRY SUGAR is addressing a growing consumer demand for healthier choices without making them feel restrictive.

She added that consumers are becoming more conscious about what they consume but remain unwilling to compromise on taste and enjoyment, creating an opportunity for brands that can combine health with indulgence.

With its latest funding, SORRY SUGAR is now looking to build on its early sales momentum while widening its retail footprint and product portfolio.