Better for you beverage startup CHINI KUM has entered the Indian market with a Rs 1 crore pre seed round from a group of angel investors and founder capital, marking its first push into the fast growing low sugar drinks segment. The brand has rolled out its initial range through its direct to consumer website and has secured an exclusive quick commerce launch on Swiggy Instamart across major metro cities.
CHINI KUM is starting with carbonated and still beverages in lemon and mango variants. The drinks are sweetened using stevia and monk fruit extract and are fortified with prebiotic fibre. The company claims the formulations deliver about 7 calories per 100 ml, a sharp reduction compared to conventional sugar based soft drinks that dominate store shelves. The products are positioned for daily consumption, with entry pricing starting at Rs 30 for a 160 ml pack.
The funding round drew participation from a mix of consumer and digital operators, including Shobhit Gupta of One8 Commune Restaurants, Varun Sachdeva from boAt, Eiti Singhal of Eiti Ventures, along with other strategic angels. The company plans to deploy the capital towards flavour development, new formats and a wider rollout across urban markets.
Founder Priyank Jain said the brand is responding to a shift in food and drink choices as more consumers track sugar intake and link it to lifestyle disorders. He added that the market remains crowded with high sugar and synthetic options, leaving room for a clean label alternative that can be consumed more frequently.
The launch strategy combines rapid distribution with controlled expansion. Along with quick commerce, CHINI KUM is building its own digital channel to capture repeat buyers and feedback. The roadmap includes expanding beyond metros into Tier one cities, introducing additional flavours and formats, and investing in consumer education around low sugar choices.
With India’s beverage category seeing steady growth and heightened scrutiny on sugar content, CHINI KUM is positioning itself in the emerging space where wellness meets convenience, betting that demand for low calorie everyday drinks will move beyond niche health stores into mainstream consumption.
