Gurugram-based clean-label beverage brand SORRY SUGAR has achieved remarkable success in its early operations, crossing ₹1 crore in revenue in its first month of operations. According to reports from LiveMint, the startup launched in early 2026 and has now set its sights on an annual recurring revenue (ARR) of more than ₹60 crore by the end of the financial year. The company currently operates three offline stores across Delhi and Gurgaon, offering coffee premixes with zero added sugar and monk fruit-sweetened beverages. As reported by YourStory, the brand is targeting consumers looking for a lower-sugar alternative to an everyday beverage, entering a crowded coffee market estimated at $1.05 billion in 2025 and projected to reach $1.63 billion by 2031.
The startup successfully raised $1 million in its first seed funding round, led by the Dhanuka family and Amishi London. As reported by LiveMint, the company plans to use this capital to expand both its online and offline presence. SORRY SUGAR is implementing a D2C-first approach, with physical stores designed to let consumers experience the products beyond just purchasing. The brand is targeting 100+ stores by the end of 2027, with a strong presence planned across Delhi, Mumbai and Bangalore. According to YourStory, the startup is currently scaling across D2C, quick commerce and offline retail channels to capture market share in the growing low-sugar beverage segment.
According to LiveMint reports, the company's product development has been its key focus, with premixes resulting from four years of research and development into their formulations. Co-founder Kunal Verma explained that the biggest challenge was developing a monk fruit-based formulation that could deliver the same taste and texture of conventional beverages. The brand differentiates itself from other sugar-free alternatives by using monk fruit rather than honey, jaggery, or stevia, claiming to deliver sweetness consumers love without added sugar and without compromising on taste. As reported by YourStory, the brand offers zero sugar, fibre-rich and prebiotic coffee options, with the founders including Deepak Pathak, Kunal Verma, Shashank Sehrawat and Saiyam Malik.
As reported by LiveMint, the brand is currently operating on a D2C-first approach with products available across quick-commerce and online channels. Co-founder Kunal Verma stated that the company plans to strengthen its presence across digital commerce and eventually expand into modern and general trade. The brand is also gearing up to enter the dessert category, starting with zero-added-sugar gelatos, as reported by LiveMint. The company's immediate focus remains on scaling its own stores and D2C presence, followed by gradual expansion into modern trade and general trade. According to YourStory, while newer brands are competing on taste, strength and specialised origins, SORRY SUGAR is targeting consumers looking for a lower-sugar alternative to an everyday beverage.
