Sober & Co Raises Rs 75 Lakh at Rs 10 Crore Valuation

Sober & Co, a mixer brand focused on monk fruit-sweetened, zero-sugar beverages, has raised Rs 75 lakh in a funding round led by Sunaina Bhattacharya and Anuj Dhariwal of New Ground Collective, a syndicate of seven angel investors. The round values the company at Rs 10 crore.

The company plans to use the capital primarily for inventory, manufacturing capacity, quick-commerce advertising and team expansion as it works to expand from a city-focused omnichannel model to a wider national retail presence. Sober & Co plans to enter Pune by December 2026 and launch on Zepto, adding a second quick-commerce platform alongside Blinkit. It also plans focused marketing activity in Goa over the next four months.

The company uses monk fruit instead of sugar in its mixers and operates across retail, HoReCa, Blinkit and D2C channels. Its strategy is centred on building presence across physical retail and hospitality outlets alongside quick commerce and direct-to-consumer sales.

The funding round follows growth across the company’s existing channels. Gross merchandise value grew 34.8% during the first four months of FY27. On Blinkit, the brand is present across 400 dark stores, with sales growing at an average monthly rate of 37.8%.

The company’s unit-level profitability has also improved, with CM2 moving from -9.09% to +1.7% and crossing breakeven in July. Sober & Co is currently present across 400 HoReCa and retail touchpoints in Kolkata and Goa. The company plans to use its HoReCa presence to build category credibility while expanding quick-commerce distribution and its D2C business.

“India’s consumers are becoming increasingly health-conscious, while still looking for products that offer great taste and a sense of discovery. Sober & Co. fits naturally into this shift, with exciting, naturally sweetened beverages that don’t compromise on experience. What impressed me equally were Sharaan and Nishaun - their energy, commitment and overall approach to building the brand really stood out. Personally, I love the bold branding, and the products genuinely taste great, they’re almost always stocked at my home. There is genuine customer pull for Sober & Co’s product which is a great start for a brand, and I see strong potential for Sober & Co. to become a leading brand in India’s evolving beverage market.” added Sunaina Bhattacharya, New Ground Collective.

“We’re not chasing every city or every channel at once. We’re building where the category is actually won — HoReCa for credibility, Blinkit for reach, and now D2C to own the customer relationship — and this capital lets us go deeper in Kolkata and Goa before we go wide.” said Sharaan Kriplani, Co-founder and CEO, Sober & Co.

Over the next two to three years, Sober & Co plans to expand its HoReCa, quick-commerce and D2C model into new markets. The company intends to establish a presence in HoReCa and quick commerce in each new city before expanding into retail.

The company’s immediate focus is the mixers category, with plans to explore adjacent categories at a later stage. India’s cocktail mixers market is projected to grow from USD 222.4 million in 2023 to USD 471.53 million by 2032, at a CAGR of 8.69%.

The launch on Zepto is expected to give Sober & Co another quick-commerce distribution channel as it works towards expanding its presence beyond Kolkata and Goa.