Alco-Bev Startup Marmalade Raises Rs 6 Crore in Seed Round to Scale Brightside Craft Whiskey
Delhi-based alco-bev startup Marmalade has raised Rs 6 crore in a seed funding round from a curated group of founders, operators and strategic investors, including Ashok Chokalingam, COO of Amrut Distilleries, Robert Sellares from the founding family of Don Q Rum, former AB InBev director Ishank Gupta, the founders of Malt Society Arabia, and HomeLane founders Srikanth Iyer and Tanuj Choudhry.
Here's what Marmalade is actually building. Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, the company is creating a new-age drinks business focused squarely on Gen Z and younger Indian consumers, betting that much of India's alcobev category still speaks to an older generation with products that haven't kept pace with changing tastes. Its flagship brand, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam, blending fine malts and grain spirits with botanicals to create what the company describes as a smoother, more approachable drinking experience, without the harsh burn or bitter aftertaste typical of standard whiskey.
The pricing strategy is deliberate. Brightside Craft Whiskey is priced at Rs 1,750 for a 750 ml bottle in Maharashtra, placing it in the Rs 1,500 to Rs 2,200 segment, a price band the founders believe remains underserved by existing options. The brand has also invested in packaging innovation to make the overall drinking experience more engaging, not just the liquid inside the bottle.
The fresh capital has a clear, immediate use. It will go toward expanding distribution, strengthening brand-building efforts, and scaling sales and operational capabilities, with a specific near-term focus on entering Mumbai and broader Maharashtra. The company is targeting Rs 5 crore in annualised revenue by September 2026, scaling to Rs 15 crore by December 2026.
The bigger trend here is worth noting. India's alcobev startup scene is having a genuine moment, founders are experimenting across craft whisky, gin, agave spirits and liqueurs, all chasing contemporary branding and premium-but-approachable pricing. Marmalade joins a growing cohort here, Feline Spirits recently raised Rs 5.2 crore in a pre-Series A round, Raincheck Earth Co., maker of Cherrapunji Craft Gin, raised $1.2 million, and Nuvola Spirits, behind Mikiamo Limoncello, secured Rs 1.57 crore in its own pre-Series A round.
From a founding team’s bet on Gen Z drinking habits to real investor backing from across the spirits industry, Marmalade's seed round is a small but clear signal that India's next generation of alcohol brands is being built right now.
#StartupNews #Marmalade #AlcoBev #BrightsideWhiskey #SeedFunding #IndianStartups #ConsumerBrands
— Sandeep Raiza