Funding round backed by founders and operators across the alco-bev and consumer ecosystems; company on track to achieve ₹5 crore ARR in September 2026 and targeting ₹15 crore ARR by December 2026 

New Delhi, India, 9, September: Marmalade, the new-age drinks company behind Brightside Craft Whiskey, has raised ₹6 crore in an early-stage funding round. The round brings together a curated group of founders, operators and strategic investors from the alco-bev and consumer ecosystems.

Investors include Ashok Chokalingam, COO of Amrut Distilleries; Robert Sellares, from the founding family of Don Q Rum; Ishank Gupta, former AB InBev Director and Founder of Humyn Labs; the founders of Malt Society Arabia; and HomeLane founders Srikanth Iyer and Tanuj Choudhry.

The capital will be deployed towards distribution expansion, brand-building initiatives, and strengthening the company’s sales and operations capabilities. A key focus for the business will be expanding into Mumbai and broader Maharashtra. Having started in Pune only in January 2026 and with Mumbai just getting started, Marmalade is already on track to reach ₹5 crore in annualised revenue run rate in September 2026. The company is targeting ₹15 crore ARR by December 2026, representing 3x growth in under four months across just two cities.

Founded by Udit Mediratta and Surojit Bhattacharya, Marmalade is building flavour-forward, easy-drinking spirits for the new generation of legal-drinking-age Indian consumers. Its first brand, Brightside Craft Whiskey, was launched in Pune in January 2026.  Positioned as “Not Your Father’s Whiskey,” Brightside challenges the acquired-taste pain curve traditionally associated with whiskey and  is designed to deliver a smoother, more approachable “no-burn, no-bitterness” drinking experience. 

India is one of the world’s largest and fastest growing spirits markets, but much of the category continues to be shaped by legacy taste profiles, traditional ideas of masculinity and heritage-led brand narratives. Marmalade believes younger legal-drinking-age consumers are not moving away from spirits; instead, they are looking for easier-drinking, more flavourful and more culturally relevant expressions of them. 

Commenting on the fundraise, Udit Mediratta and Surojit Bhattacharya, Co-founders of Marmalade, said: “Gen Z is expected to account for nearly 40% of India’s drinking population by 2030. Yet, much of the category still speaks to an earlier generation, with products and brands that have not kept pace with changing tastes. We created Marmalade to close this gap, with Brightside as our first expression of what a new-gen Indian spirits brand can be. This funding will help us take that vision to more consumers and build some of India’s most loved drinks brands.”

Commenting on the investment, Sujeet Mitra & Ganesh Iyer, founding Partners at H5 Investments and Malt Society of Arabia  said: “The most compelling consumer brands bring together a strong team, a product that solves a real problem and a brand that people remember. Marmalade has that combination. Brightside makes whiskey more approachable for a new generation, while its distinctive brand and thoughtful packaging allow it to break through a crowded market. Udit and Surojit have the experience and ambition to build enduring alco-bev brands and we are excited to support their journey.”

Brightside Craft Whiskey was developed in partnership with Amrut Distilleries and renowned Master Blender Ashok Chokalingam. The whiskey combines fine malts and grain spirits with a distinctive blend of botanicals, creating a smoother, more approachable experience without the harsh burn, bitterness and strong aftertaste. Brightside also uses packaging innovation to make the drinking experience more engaging. Its bottle features a built-in meter that tracks pours and shows how much whiskey has been consumed and how much remains. The bottle also features an interactive peel-to-reveal label, which the company describes as a world-first innovation in the alcoholic-beverage category.

Positioned in the mass premium whiskey segment at ₹1,750 for a 750ml bottle in Maharashtra, Brightside aims to occupy a whitespace in the market between ₹1,500–₹2,200 where there are limited good offerings.  Looking ahead, Marmalade aims to build the next global alco-bev company to emerge from India, with a portfolio of modern brands designed for a new generation of consumers.

About Marmalade: 

Marmalade is a new-age drinks company building rule-breaking spirits for the next generation of Indian consumers. Founded in 2025, the company creates easy-drinking, flavour-forward alcoholic beverages that challenge traditional category norms and make drinking more enjoyable, approachable and relevant for today’s consumers.

Its flagship brand, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and renowned Master Blender Ashok Chokalingam. Positioned as “Not Your Father’s Whiskey,” Brightside is designed to redefine how a new generation discovers and experiences whiskey through a distinctive product, bold branding and category-first innovations.

Marmalade’s long-term vision is to create a portfolio of modern beverage brands for a new generation of consumers in India and beyond.