Funding · Commerce & Consumer Brands

Sorry Sugar raises $1 million in seed funding led by Dhanuka family and Amishi London

By Startup Enthusiast · 8 September 2026

Date: 8 September 2026
Company: Sorry Sugar
What it does: clean-label beverage brand
Kind: Funding
Amount: $1M
Stage: seed
Based in: Gurgaon
Founded: 2026
Sector: Commerce & Consumer Brands

What they do

Sorry Sugar is a clean-label beverage brand targeting Gen Z consumers with zero-added-sugar drinks sweetened with monk fruit

What happened

The startup raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London, to expand across North India and launch new products

Why it matters

Sorry Sugar reported over ₹1 crore in revenue in its first month and aims for an annual recurring revenue of over ₹60 crore by the end of the current…

The details

Sorry Sugar, a clean-label beverage brand, raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London.
The company targets Gen Z consumers with zero-added-sugar drinks sweetened with monk fruit, aiming to make healthier choices more enjoyable without compromising on taste.
Sorry Sugar reported over ₹1 crore in revenue in its first month of operations and currently operates three offline stores across Gurgaon and Delhi.
The startup plans to use the fresh capital to expand its online and offline presence across North India and accelerate new product launches.
Among its upcoming products is a range of zero-added-sugar gelatos sweetened with monk fruit, marking the brand’s expansion beyond beverages into desserts.

The bigger picture

The funding highlights growing investor interest in clean-label beverages, functional foods, and health-conscious consumer brands in India.
Sorry Sugar's revenue and store count indicate early traction and a strong market position in the health-focused food and beverage sector.
The company's expansion into desserts with zero-added-sugar gelatos shows its intent to diversify its product offerings.

About the business

Sorry Sugar is a clean-label beverage brand that offers zero-added-sugar drinks sweetened with monk fruit, targeting health-conscious consumers.
The company's products are designed to be fibre-rich, gut-friendly, and suitable for diabetics, focusing on taste and convenience.
Sorry Sugar currently offers coffee variants such as Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel, French Vanilla Cloud, and Butter Gooey Toffee.
The brand also offers a Rs 399 trial pack featuring five flavours, which is fully redeemable against an upgrade to a larger pack.
Sorry Sugar is expanding its presence through direct-to-consumer (D2C), quick-commerce platforms, and offline retail channels.

What happens next

Sorry Sugar plans to expand its online and offline presence across North India.
The company is preparing to launch a range of zero-added-sugar gelatos sweetened with monk fruit.
It aims to scale through direct-to-consumer, quick-commerce, and offline retail channels.

The deal

Type: funding

Investors

Dhanuka family (lead) — Prominent investors in Indian startups and consumer brands.
Amishi London (lead) — Investor in health-focused and clean-label consumer brands.

Founders

Deepak Pathak, Founder
Kunal Verma, Co-founder
Shashank Sherawat, Co-founder
Saiyam Malik, Co-founder

About Sorry Sugar

Product: Coffee-based ready-to-drink beverages with zero added sugar and monk fruit sweetener
Customers: Health-conscious consumers looking to reduce sugar intake while enjoying flavored beverages
How it makes money: Direct-to-consumer brand with online and offline retail presence across North India
What sets it apart: Clean-label formulation with monk fruit sweetener and trial pack redemption model

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