The Delhi-based drinks startup is expanding distribution, strengthening its brand and taking Brightside Craft Whiskey to new consumers across India.
Alco-bev startup Marmalade has raised ₹6 crore in seed funding from a group of investors including Ashok Chokalingam, Robert Sellares, Ishank Gupta, and HomeLane founders Srikanth Iyer and Tanuj Choudhry.
The fresh capital will be deployed towards expanding distribution, brand-building initiatives, and strengthening sales and operational capabilities as Marmalade prepares for its next phase of growth.
Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is building a new-age drinks company focused on spirits for the next generation of Indian consumers. Its approach centres on easy-drinking, flavour-forward alcoholic beverages designed to make drinking more enjoyable, approachable and relevant to contemporary consumers.
Its flagship brand, Brightside, is an Indian craft whiskey developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam. The brand is positioned around a new way for younger consumers to discover and experience whiskey, combining product innovation, contemporary branding and category-focused positioning.
Marmalade is now planning to expand Brightside into Mumbai and the broader Maharashtra market. The company claims it is on track to reach an annualised revenue run rate (ARR) of ₹5 crore in September 2026 and is targeting ₹15 crore ARR by December 2026. If achieved, that would represent threefold growth in less than four months across two cities.
Brightside Craft Whiskey combines fine malts and grain spirits with a distinctive blend of botanicals. According to Marmalade, the formulation is designed to deliver a smoother and more approachable drinking experience, avoiding the harsh burn, bitterness and strong aftertaste traditionally associated with some whiskies.
The brand has also incorporated packaging innovations intended to make the drinking experience more engaging.
Priced at ₹1,750 for a 750 ml bottle in Maharashtra, Brightside aims to occupy the ₹1,500–₹2,200 price segment, which Marmalade describes as having limited offerings.
Marmalade’s fundraise comes as Indian alcobev startups experiment with craft whisky, gin, agave spirits and liqueurs while placing greater emphasis on contemporary branding, smoother profiles, local ingredients and premium-but-approachable pricing.
Recent activity includes Feline Spirits, which raised ₹5.2 crore in pre-Series A funding, Raincheck Earth Co., maker of Cherrapunji Craft Gin, which raised $1.2 million, and Nuvola Spirits, the company behind Mikiamo Limoncello, which secured ₹1.57 crore in pre-Series A funding.
For Marmalade, the latest round provides capital to build distribution, strengthen the Brightside brand and accelerate its expansion into new markets.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
