New-age drinks company Marmalade, the company behind Brightside Craft Whiskey, has raised ₹6 crore in an early-stage funding round to accelerate its expansion and build a new-generation Indian alco-bev business. The funding round was backed by a group of founders, industry operators and strategic investors from the alcoholic beverages and consumer sectors.
The investor group includes Ashok Chokalingam, COO of Amrut Distilleries; Robert Sellares of the founding family of Don Q Rum; Ishank Gupta, former AB InBev Director and founder of Humyn Labs; the founders of Malt Society Arabia; and HomeLane founders Srikanth Iyer and Tanuj Choudhry.
Marmalade plans to use the fresh capital to strengthen distribution, invest in brand building and expand its sales and operational capabilities. A major focus will be the company’s expansion across Mumbai and Maharashtra. After launching Brightside Craft Whiskey in Pune in January 2026, the company has now entered Mumbai and is targeting an annualised revenue run rate (ARR) of ₹5 crore in September 2026. It aims to reach ₹15 crore ARR by December 2026, representing a threefold increase in less than four months across two cities.
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Founded by Udit Mediratta and Surojit Bhattacharya, Marmalade is developing flavour-forward and easy-drinking spirits aimed at a new generation of legal-drinking-age Indian consumers. Its flagship brand, Brightside Craft Whiskey, is positioned as “Not Your Father’s Whiskey” and seeks to offer a smoother drinking experience with less burn and bitterness compared with traditional whisky profiles.
Marmalade believes changing consumer preferences are creating opportunities for new-age spirits brands in India. While the country remains one of the world’s largest spirits markets, the company says younger consumers are increasingly looking for products that offer easier drinking experiences, distinctive flavours and more contemporary brand identities.
Commenting on the fundraise, Marmalade Co-Founders Udit Mediratta and Surojit Bhattacharya said the company was created to address the gap between evolving consumer preferences and traditional spirits offerings. They highlighted the growing influence of younger consumers and said the new funding would help Marmalade take Brightside to more markets and build a portfolio of modern Indian drinks brands.
Brightside Craft Whiskey has been developed in partnership with Amrut Distilleries and Master Blender Ashok Chokalingam. The whisky combines malts and grain spirits with a blend of botanicals, with the company positioning it as a smoother and more approachable alternative for consumers seeking a different whisky experience.
The brand has also introduced packaging-led innovations. Its bottle features an integrated pour meter that indicates the quantity consumed and remaining, while an interactive peel-to-reveal label adds another element to the consumer experience. Marmalade describes the packaging concept as a first-of-its-kind innovation in the alcoholic beverages category.
Brightside Craft Whiskey is positioned in the mass-premium whisky segment, priced at ₹1,750 for a 750 ml bottle in Maharashtra. Marmalade is targeting the ₹1,500–₹2,200 price band, which it believes offers room for differentiated products aimed at emerging whisky consumers.
With the latest funding, Marmalade plans to accelerate distribution and brand building while expanding Brightside beyond its initial markets. The company’s longer-term ambition is to build a global alco-bev business from India, supported by a portfolio of contemporary spirits brands designed around changing consumer tastes.
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