SORRY SUGAR, a clean label beverage brand targeting Gen-Z, has raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London.
India’s F&B landscape is shifting as Gen Z becomes more conscious of what goes into their food—without wanting to compromise on taste or indulgence.
SORRY SUGAR sits at the intersection of health and taste. Naturally sweetened with monk fruit, our signature formulation delivers sweetness without the aftertaste, while every beverage is fibre-rich, gut-friendly and 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.
Since commencing operations, the brand has demonstrated strong early traction, recording more than INR 1 crore in revenue in its very first month and has 3 offline stores active in Gurgaon and Delhi. Building on this momentum, Sorry Sugar is targeting an ARR of more than INR 60 crore by the end of the current financial year, as it continues to scale across D2C, quick commerce and offline retail.
Commenting on the fundraise, Deepak Pathak, Founder, SORRY SUGAR, said, “This initial traction and investment marks a key achievement for SORRY SUGAR and is a proof of concept for our vision of making healthier choices more enjoyable, without compromising on taste. We want to replace Sugar as a component from everyday consumer beverages, started with coffee and are now taking this philosophy across beverages and desserts”
The company plans to deploy the $1 million in funding towards expanding its online and offline presence across North India and accelerating new product launches. Among its upcoming launches is a range of zero-added-sugar Gelatos sweetened with monk fruit, extending the brand’s proposition into a new category.
Speaking about the investment, Amishi Dhanuka said, “SORRY SUGAR is making healthier choices desirable rather than restrictive. Consumers today are increasingly conscious about what they consume, but they are equally unwilling to compromise on taste and enjoyment. The brand addresses this evolving need by bringing together health and indulgence in a way that is relevant to the modern consumer. We are pleased to support SORRY SUGAR at this important stage of its journey.”
About :
Sorry Sugar is a modern beverage brand focused on making everyday indulgence more mindful by offering beverages with zero added sugar. The brand combines convenience, taste and better-for-you positioning, catering to consumers looking to replace sugar intake without compromising on flavour. Its portfolio includes coffee flavours such as Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel, French Vanilla Cloud and Butter Gooey Toffee. Sorry Sugar also offers a ₹399 Trial pack featuring five flavours, which is 100% redeemable on upgrade to a bigger pack, helping consumers discover the range risk-free. With playful communication around “breaking up with sugar,” the brand aims to make healthier choices feel enjoyable, accessible and contemporary.
