Seed Funding for Marmalade – A New Age Alco-Bev Startup
Marmalade, an alco-bev startup, has successfully raised Rs 6 crore in its seed funding round, attracting a diverse group of investors including Ashok Chokalingam, Robert Sellares, Ishank Gupta, and the founders of HomeLane, Srikanth Iyer and Tanuj Choudhry. The capital acquired will be directed towards enhancing distribution networks, brand development initiatives, and reinforcing sales and operational strengths, as stated in a press release from Marmalade.
Overview of Marmalade
Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is a modern beverage company that is crafting spirits for the upcoming generation of Indian drinkers. The company focuses on creating flavourful, easy-to-enjoy alcoholic beverages designed to make drinking more delightful, accessible, and relevant for contemporary consumers.
Brightside – The Flagship Brand
The flagship offering from Marmalade, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam. This brand is designed to provide a unique avenue for a new generation to explore and relish whiskey through innovative product offerings, branding, and a focus on category developments.
Expansion Plans and Revenue Targets
The startup, based in Delhi, has ambitious plans to expand its operations into Mumbai and other regions within Maharashtra. Marmalade is reportedly on track to achieve an annualised revenue run rate (ARR) of Rs 5 crore by September 2026, with a target of reaching Rs 15 crore in ARR by December 2026. This would indicate a significant growth trajectory, tripling revenue in under four months across two major cities.
Product Features of Brightside Craft Whiskey
According to the company, Brightside Craft Whiskey comprises a blend of premium malts and grain spirits along with a unique assortment of botanicals. This concoction aims to offer a smoother and more enjoyable drinking experience, devoid of harsh burns, bitterness, or strong aftertastes. Additionally, Brightside has introduced packaging innovations designed to enhance the overall enjoyment of the drinking experience.
Pricing and Market Position
Brightside Craft Whiskey is priced at Rs 1,750 for a 750 ml bottle in Maharashtra. The brand aims to position itself within a price range of Rs 1,500 to Rs 2,200, an area that it identifies as currently underserved.
Trends in India’s Alcobev Market
In India, various alcobev startups are venturing into craft whisky, gin, agave spirits, and liqueurs, with a heightened focus on modern branding, smoother profiles, locally sourced components, and pricing that is premium yet accessible. Recently, Feline Spirits secured Rs 5.2 crore in a pre-Series A funding round led by Inflection Point Ventures, while Raincheck Earth Co., the producer of Cherrapunji Craft Gin, garnered $1.2 million from Japanese investors and the AngelList India Syndicate to expand its craft-gin business. Furthermore, Nuvola Spirits, known for Mikiamo Limoncello, obtained Rs 1.57 crore in pre-Series A funding.