Natural sweetener brand The Sweet Change has clocked ₹2.6 crore in sales since its launch in March 2025, with its direct-to-consumer channel emerging as the biggest contributor to the company’s growth.
Founded by sisters Manvi Agnihotri and Sheen Hitaishi, The Sweet Change has built nearly 70% of its revenue through its own website, highlighting the strength of its D2C-led business model. The performance marks a significant early milestone for the young brand as it builds its presence in India’s natural sweetener category.
The company offers monk fruit-based sweeteners in powder and drop formats, positioning its products as alternatives to conventional sugar. According to the founders, The Sweet Change’s powder contains no erythritol and has a 30% monk fruit concentration, which the company claims is the highest in the category. The remaining formulation consists of guar fibre and allulose.
Its liquid drops contain only monk fruit, water and vitamin C, offering another format for consumers seeking a clean sugar replacement.
The brand is also positioning itself around gut-friendly formulations. While erythritol is a zero-calorie sweetener commonly used by diabetics and consumers managing their weight, The Sweet Change has differentiated its powder formulation by excluding the ingredient. The company claims to be India’s first gut-friendly sweetener brand.
The ₹2.6 crore sales milestone reflects the company’s early traction since its March 2025 launch. More notably, the dominance of its own website in the revenue mix shows that The Sweet Change has been able to build a direct relationship with consumers rather than relying primarily on external marketplaces.
With nearly seven out of every ten rupees of revenue coming through its D2C channel, the brand’s growth story is being shaped by its ability to attract and convert consumers through its own digital platform.
For The Sweet Change, the next phase will build on a foundation created through product differentiation and direct commerce. By focusing on monk fruit-based formulations, multiple product formats and a strong owned-channel revenue mix, the young brand is carving out its position in the natural sugar alternatives space.
From launching in March 2025 to generating ₹2.6 crore in sales, The Sweet Change’s early journey highlights the growing opportunity for differentiated, digital-first brands in India’s evolving sweetener market.
Source: Based on reporting by YourStory, with additional editorial adaptation and analysis.
