Sorry Sugar Raises $1M Seed Round to Scale Its Zero-Sugar Beverage Play
Gurugram-based beverage startup Sorry Sugar has raised $1 million in a seed funding round co-led by the Dhanuka family and Amishi London. The round gives the young brand fresh capital to expand its presence in India’s increasingly competitive better-for-you beverage market.
Founded by Deepak Pathak, Kunal Verma, Shashank Sehrawat and Saiyam Malik, Sorry Sugar is building its portfolio around zero-added-sugar beverages sweetened with monk fruit. Its current range includes coffee-led offerings such as Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel and French Vanilla Cloud.
The company is targeting consumers who want familiar beverage formats without added sugar, placing it within a broader shift in India’s food and beverage market towards products positioned around lower-sugar consumption and alternative sweeteners.
Sorry Sugar has already begun building an offline presence, with stores across Gurugram and Delhi-NCR, alongside its online distribution. According to the company, it generated more than ₹1 crore in revenue during its first month of operations, indicating early traction for the brand.
The latest funding will be used to expand Sorry Sugar’s online and offline footprint across North India. The company also plans to introduce new products as it works towards building a wider portfolio beyond its existing beverage range.
The brand’s growth strategy comes as India’s premium beverage segment becomes increasingly crowded, with startups competing not only on taste and convenience but also on ingredients, positioning and brand experience.
Sorry Sugar is also looking to build on its early momentum with a larger retail presence and new product categories. The company has set an ambitious target of crossing ₹60 crore in annual recurring revenue during the current financial year.
With fresh capital and an expanding product pipeline, the next phase for Sorry Sugar will centre on turning early consumer traction into a broader, repeat-driven beverage business.
Discover more funding news from across India.
