Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and CEO, because the Gurugram-based startup prepares to develop its product portfolio and distribution community.

Arneja, who beforehand helped incubate the brand alongside Wolfpack Labs, will oversee product growth, market enlargement and the corporate’s broader enterprise technique.

The appointment, introduced on 6 October, follows Sorry Sugar’s $1 million seed funding round in September, led by the Dhanuka household and Amishi London.

The startup stated the funding will help its enlargement throughout North India and the event of recent merchandise.

Who’s Palash Arneja?

Earlier than taking up his new leadership position at Sorry Sugar, Arneja based perfume model BLA BLI BLU, which Sorry Sugar stated had grown right into a Rs 1,000 crore model in lower than a yr.

Arneja additionally co-founded Unikon.ai and beforehand labored with Deloitte and HSBC, gaining expertise throughout entrepreneurship, consulting and monetary providers.

Though Arneja has now been given the title of Founder and CEO, Sorry Sugar’s September funding announcement recognized Deepak Pathak, Kunal Verma, Shashank Sehrawat and Saiyam Malik as its unique founders.

What does Sorry Sugar supply?

Sorry Sugar at the moment operates within the flavoured espresso phase, providing merchandise positioned as zero-added-sugar, prebiotic and fibre-rich.

The model makes use of monk fruit as a sweetener alongside prebiotic fibre in its drinks, focusing on customers trying to cut back their added sugar consumption.

Its espresso vary consists of flavours akin to Hazel Almond Latte, Silk Chocolate Mocha, Sea Salt Caramel, French Vanilla Cloud and Butter Gooey Toffee.

Based on its September funding announcement, Sorry Sugar generated greater than Rs 1 crore in income throughout its first month of operations and had three offline shops throughout Gurugram and Delhi. 

The startup plans to strengthen its presence throughout direct-to-consumer, quick-commerce and offline retail channels. It’s also making ready to develop past espresso, together with a deliberate vary of zero-added-sugar gelatos sweetened with monk fruit.

Commenting on the corporate’s plans, Arneja stated, “Shoppers shouldn’t have to decide on between well being and style.”

The startup is searching for to construct a wider portfolio of meals and beverage merchandise centered on decreasing added sugar in on a regular basis consumption.