Marmalade raises Rs 6 crore seed round for craft whiskey
Alco-bev startup Marmalade has raised Rs 6 crore in a seed funding round from a clutch of investors, including Ashok Chokalingam, Robert Sellares, Ishank Gupta, and HomeLane founders Srikanth Iyer and Tanuj Choudhry.
The proceeds will be deployed towards expanding distribution, brand-building initiatives, and strengthening sales and operational capabilities, Marmalade said in a press release.
Spirits built for a new generation
Co-founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is a new-age drinks company building spirits for the next generation of Indian consumers. The company creates easy-drinking, flavour-forward alcoholic beverages aimed at making drinking more enjoyable, approachable, and relevant to today's consumers.
Its flagship brand, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam. The brand aims to offer a different way for a new generation to discover and experience whiskey through its product, branding, and category-focused innovations.
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According to Marmalade, Brightside Craft Whiskey combines fine malts and grain spirits with a distinctive blend of botanicals to create a smoother and more approachable drinking experience, without the harsh burn, bitterness, and strong aftertaste. Brightside has also incorporated packaging innovations aimed at making the drinking experience more engaging.
Brightside is priced at Rs 1,750 for a 750 ml bottle in Maharashtra. The brand aims to occupy a price segment between Rs 1,500 and Rs 2,200, which it describes as having limited offerings.
The Delhi-based startup plans to expand into Mumbai and the broader Maharashtra market. The company claims it is on track to reach an annualised revenue run rate (ARR) of Rs 5 crore in September 2026 and is targeting Rs 15 crore in ARR by December 2026. This would represent threefold growth in less than four months across two cities.
India's alcobev startups are experimenting with craft whisky, gin, agave spirits, and liqueurs while placing greater emphasis on contemporary branding, smoother profiles, locally sourced ingredients, and premium-but-approachable pricing.
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