Marmalade Raises ₹6 Crore to Build India’s Next Generation Drinks Company

New Delhi, September 9, 2026: 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
The round was backed by:

• 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.
• Founders of Malt Society Arabia.
• Srikanth Iyer and Tanuj Choudhry, Founders of HomeLane.

Capital Deployment
Funds will be used for:

• Distribution expansion.
• Brand-building initiatives.
• Strengthening sales and operations capabilities.

A key focus will be expanding into Mumbai and broader Maharashtra. Having started in Pune in January 2026 and with Mumbai just beginning, Marmalade is already on track to reach ₹5 crore ARR in September 2026 and is targeting ₹15 crore ARR by December 2026 – representing 3x growth in under four months across just two cities.

Founders’ Vision
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, launched in Pune in January 2026, is positioned as:

• “Not Your Father’s Whiskey.”
• Challenges the acquired-taste pain curve traditionally associated with whiskey.
• Designed to deliver a smoother, more approachable “no-burn, no-bitterness” drinking experience.

Market Context
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.
• Heritage-led brand narratives.

Marmalade believes younger legal-drinking-age consumers are not moving away from spirits; instead, they are seeking easier-drinking, more flavourful, and culturally relevant expressions.

Udit Mediratta and Surojit Bhattacharya, Co-founders of Marmalade: “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.”

Sujeet Mitra & Ganesh Iyer, Founding Partners at H5 Investments and Malt Society of Arabia: “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
Developed in partnership with Amrut Distilleries and renowned Master Blender Ashok Chokalingam, Brightside combines fine malts and grain spirits with a distinctive blend of botanicals, creating a smoother, more approachable experience without harsh burn, bitterness, or strong aftertaste.

Packaging Innovations:

• Bottle features a built-in meter that tracks pours and shows consumption levels.
• Interactive peel-to-reveal label, described as a world-first innovation in the alco-bev category.

Market Positioning:

• Positioned in the mass premium whiskey segment at ₹1,750 for a 750ml bottle in Maharashtra.
• Occupies whitespace between ₹1,500–₹2,200, where limited good offerings exist.

Future Outlook
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.