Beverage brand Sorry Sugar raises $1 Mn in seed round

• ByStartupStory     |    September 9, 2026

Gurugram-based beverage brand Sorry Sugar has raised $1 million in a seed funding round led by the Dhanuka family and Amishi London.

The company said the funding will be used to expand its online and offline presence across North India and support new product launches.

Founded this year by Deepak Pathak, Kunal Verma, Shashank Sherawat and Saiyam Malik, Sorry Sugar offers beverages with zero added sugar. Its portfolio includes coffee-based flavours such as Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel, French Vanilla Cloud and Butter Gooey Toffee.

The company also offers a Rs 399 trial pack containing five flavours, with the amount fully redeemable when upgrading to a larger pack.

Sorry Sugar said its beverages are sweetened with monk fruit and contain fibre. The company is positioning its products as alternatives for consumers looking to reduce their sugar intake.

The brand claims to have generated more than Rs 1 crore in revenue in its first month and currently operates three offline stores across Gurugram and Delhi. It is targeting an ARR of more than Rs 60 crore by the end of the current financial year and plans to expand across D2C, quick commerce and offline retail channels.

The company also plans to launch a range of zero-added-sugar gelatos sweetened with monk fruit.

The funding comes amid growing activity in India’s functional and clean-label beverage segment. Peping, a functional beverage startup offering prebiotic fizzy drinks and probiotic digestive shots, raised Rs 2.5 crore from IAN Angel Fund in March this year. Swizzle, a clean-label beverage startup, raised Rs 2 crore in seed funding in December last year. Meanwhile, TABP Snacks and Beverages raised $3 million to expand its manufacturing and distribution network.

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