Marmalade Raises Rs 6 Cr Seed Round to Scale Brightside Craft Whiskey

Delhi-based alcobev startup Marmalade has raised Rs 6 crore in a seed funding round as it looks to expand distribution, strengthen its brand and build its sales and operational capabilities.

The round includes investments from Ashok Chokalingam, Robert Sellares, Ishank Gupta, and HomeLane founders Srikanth Iyer and Tanuj Choudhry. The fresh capital will support the company's expansion into new markets and its efforts to establish its flagship brand, Brightside, among India's emerging generation of consumers.

Building a New-Age Drinks Brand

Founded in 2025 by Udit Mediratta and Surojit Bhattacharya, Marmalade is building a portfolio of flavour-forward alcoholic beverages designed around what it describes as a more approachable drinking experience.

Its flagship brand, Brightside Craft Whiskey, was developed in partnership with Amrut Distilleries and master blender Ashok Chokalingam.

The company is positioning Brightside as an alternative for consumers looking to discover whiskey through a smoother, more approachable product combined with contemporary branding and packaging.

Expanding Beyond Delhi

Marmalade plans to use the new funding to expand its distribution network, invest in brand building and strengthen its sales and operational infrastructure.

The company is now targeting Mumbai and the broader Maharashtra market as its next major expansion territory.

Marmalade claims it is on track to reach an annualised revenue run rate of Rs 5 crore in September 2026 and is targeting Rs 15 crore by December 2026. Achieving that target would represent threefold growth in less than four months across two cities.

Targeting an Underserved Price Segment

Brightside Craft Whiskey combines malts and grain spirits with a blend of botanicals, with the company positioning the product around a smoother and less intense drinking experience.

The brand is priced at Rs 1,750 for a 750 ml bottle in Maharashtra and is targeting the Rs 1,500-Rs 2,200 price segment, which it believes has relatively limited offerings.

Beyond the product itself, Marmalade is investing in packaging and category-focused branding as it attempts to differentiate itself in India's increasingly competitive alcobev startup ecosystem.

A Growing Alcobev Startup Ecosystem

Marmalade's funding comes as Indian alcobev startups experiment with new approaches to craft whiskey, gin, agave spirits and liqueurs.

Brands in the segment are increasingly focusing on contemporary branding, distinctive flavour profiles, locally relevant ingredients and premium-but-accessible positioning.

With Rs 6 crore in fresh capital and plans to expand into Maharashtra, Marmalade is now looking to turn Brightside into a larger consumer brand while building the distribution and operating infrastructure needed for its next stage of growth.