Marmalade Raises ₹6 Cr Seed Funding To Expand Brightside Craft Whiskey
The startup plans to use the fresh capital to expand its distribution network, invest in brand-building initiatives and strengthen its sales and operational capabilities.
New-age alco-bev startup Marmalade has raised ₹6 crore in an early-stage funding round from around 20 angel investors as it looks to expand the distribution of its craft whiskey brand, Brightside.
The round saw participation from Amrut Distilleries COO and master blender Ashok Chokalingam, Don Q Rum founding family member Robert Sellares, Humyn Labs founder Ishank Gupta, HomeLane founders Srikanth Iyer and Tanuj Choudhry, among others. Reports also indicate that the founders of Malt Society Arabia participated in the round.
Marmalade plans to use the fresh capital to expand its distribution network, invest in brand-building initiatives and strengthen its sales and operational capabilities. Expanding Brightside into Mumbai and the wider Maharashtra market will be a key focus.
Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is building a portfolio of flavour-forward and easy-drinking spirits targeted at a new generation of legal-drinking-age Indian consumers.
The company’s flagship brand, Brightside Craft Whiskey, was launched in Pune in January 2026. The whiskey was developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam.
Brightside is positioned as a more approachable alternative to traditional whiskey, targeting consumers who may find conventional whiskey too harsh or bitter. According to the company, the product combines malts and grain spirits with a blend of botanicals to create a smoother and more flavour-forward drinking experience.
The brand is also betting on contemporary branding and packaging to differentiate itself from legacy whiskey brands. Marmalade describes Brightside as “Not Your Father’s Whiskey”, reflecting its strategy of targeting younger consumers and new whiskey drinkers.
According to the company, Brightside sold more than 18,600 bottles and generated ₹66.5 lakh in revenue during its first 90 days in Pune. Marmalade also reported achieving more than 85% distribution coverage in its launch market, with repeat consumers accounting for over 70% of sales in its last reported month.
The Delhi-based startup is now preparing to enter Mumbai and the wider Maharashtra market. Brightside is priced at ₹1,750 for a 750 ml bottle in Maharashtra and is targeting the ₹1,500-₹2,200 price segment, which the company believes has limited offerings for consumers seeking premium but approachable whiskey.
Marmalade said Brightside is on track to reach an annualised revenue run rate of ₹5 crore in September 2026 and is targeting ₹15 crore in ARR by December. If achieved, the target would represent a threefold increase in the company’s annualised revenue run rate in less than four months as it expands across markets.
The funding comes as a new generation of Indian alco-bev startups experiments with categories such as craft whiskey, gin, agave spirits and liqueurs. These companies are increasingly focusing on contemporary branding, flavour innovation and premium-but-accessible products designed for younger consumers.