Sorry Sugar, a Gurugram-based coffee brand launched in 2026, has crossed Rs 1 crore in revenue in its first month of operations. The company sells coffee-based beverages sweetened with monk fruit instead of added sugar, and now runs three stores across Delhi and Gurugram.
It has also closed a USD 1 million seed round, co-led by the Dhanuka family and Amishi London. The plan is to use both the sales and the funding to build a larger footprint. The company is targeting more than 100 stores by 2027, and Rs 60 crore-plus in annual recurring revenue this financial year.
The founders and the bet
Sorry Sugar was founded by Deepak Pathak, Kunal Verma, who is the chief executive, Shashank Sehrawat and Saiyam Malik. The four built the brand around a narrow consumer problem. Their target is people who drink coffee and other beverages daily but want to cut added sugar, without moving to drinks that taste like a compromise.
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Monk fruit is the answer they settled on. It is a natural sweetener that carries almost no calories. The company’s pitch to Gen Z buyers is that the taste survives the swap. Its range covers coffee-based beverages along with premixes, so the brand travels home as well as into a store.
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How the brand is being built
Sorry Sugar is running three channels at the same time: its own direct-to-consumer site, quick commerce platforms, and physical outlets. The three existing stores are the first test of whether walk-in demand supports a larger rollout.
Getting to Rs 1 crore in month one is unusual for a food and beverage business. Most brands spend their early months on supply chains, packaging and store economics before revenue becomes meaningful. Doing it in the first month suggests the quick commerce and D2C mix is doing more work than the physical stores at this stage.
The bigger test is what comes next. The brand is targeting over 100 outlets by 2027. That means opening roughly one store a week for the next year and a half, while holding quality across cities. Food businesses rarely fail on the first store. They fail when the tenth and fiftieth stores do not match it.
Why investors and customers are looking at drinks
India’s beverage market has seen a run of new brands built on health positioning, from low-sugar sodas to functional drinks. Sorry Sugar is positioning itself at the intersection of two habits that already exist: regular coffee consumption and a growing willingness to pay more for cleaner labels.
Its early numbers give it room to raise again. The company, though, will be judged on store-level economics rather than the first month’s headline number. That is the part of the story the next 12 months will settle.