Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and Chief Executive Officer, with a focus on product development, distribution and business expansion.
Arneja previously incubated the brand with Wolfpack Labs and will now lead its overall growth strategy as the company looks to expand its product portfolio and market presence.
The appointment follows Sorry Sugar’s recent seed funding round. Last month, the company raised $1 million in a round led by the Dhanuka family and Amishi London.
Before taking charge at Sorry Sugar, Arneja built BLA BLI BLU, which the company said scaled to Rs 1,000 crore in less than a year. His earlier professional experience includes roles and associations with Unikon.ai, Deloitte and HSBC.
Sorry Sugar currently operates in the flavoured coffee segment, offering products positioned as zero-added-sugar, prebiotic and fibre-rich. Its beverages use monk fruit as a sweetener alongside prebiotic fibre.
The company plans to strengthen its presence across online and offline sales channels while expanding beyond coffee into other everyday consumption categories. Arneja will oversee product innovation, market expansion and broader business strategy as part of these efforts.
Initially incubated with Wolfpack Labs, Sorry Sugar aims to build a wider portfolio focused on reducing added sugar in everyday consumption. Under Arneja’s leadership, the company plans to expand its reach across India and develop new growth opportunities in the beverage market.
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