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Palash Arneja takes charge as Founder and CEO of Sorry Sugar

Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and CEO. Arneja had earlier incubated the brand with Wolfpack Labs and will now lead its product, distribution and business growth strategy. The developm

Startups1 min read

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Former HSBC & Deloitte Executive Palash Arneja Takes Charge as Founder and CEO of Zero-Sugar Brand ‘Sorry Sugar’ After $1M Seed Round

  • Finance & Consulting Pedigree: A qualified Chartered Accountant (ICAI), Arneja began his corporate career in financial services and advisory, serving as an Assistant Vice President (AVP) at HSBC and as a Senior Solution Advisor at Deloitte.
  • Entrepreneurial Track Record: Transitioning into the startup ecosystem, he co-founded Unikon.ai and subsequently built the viral D2C fragrance brand BLA BLI BLU (which reported scaling to a ₹1,000 crore brand milestone in under a year).

Scaling Beyond Prebiotic Coffee Across Online & Offline Channels

Currently operating in the functional flavoured coffee segment, Sorry Sugar positions its portfolio around clean-label nutrition—combining zero added sugar, prebiotic fibre, and natural monk fruit sweetener to eliminate refined sugar spikes.

Backed by its fresh $1 million seed capital, Arneja’s mandate as Founder and CEO centers on two core priorities:

  1. Omnichannel Retail Expansion: Scaling distribution across quick-commerce, D2C marketplaces, and modern offline retail shelves nationwide.
  2. Category Expansion: Extending the Sorry Sugar formulation engine beyond flavoured coffee into broader everyday food and beverage consumption categories across India.

Why it matters

The leadership transition follows closely on the heels of Sorry Sugar’s $1 million seed funding round in September 2026, which was led by the Dhanuka family and Amishi London.

Sources

Finsamudra Desk8 Oct 2026, 2:36 pm IST
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Scaling Beyond ₹1,500 Crore: Why Amit Saini’s Appointment Anchors Namdev Finvest’s Risk Moat

The appointment of Amit Saini as Head of Risk Management at Namdev Finvest Limited marks a vital governance consolidation for the Jaipur-headquartered non-banking financial company (NBFC). Saini brings extensive experience across risk governance, internal audit, and credit controls, having previously served as Chief Risk Officer at Choice, with formative tenures at Laxmi India Finance and benchmark affordable housing lender Aavas Financiers Ltd.

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