Sober & Co raised Rs 75 lakh to grow zero-sugar mixers beyond Kolkata and Goa

Sober & Co makes zero-sugar mixers sweetened with monk fruit and sells through retail, HoReCa, quick commerce and D2C.

That winning HoReCa for credibility, Blinkit for reach and D2C for customer ownership beats chasing every city and channel at once.

Rs 75 lakh from New Ground Collective, a syndicate of seven angels led by Sunaina Bhattacharya and Anuj Dhariwal, at a Rs 10 crore valuation.

Sober & Co makes mixers sweetened with monk fruit and says its products are zero-calorie. It built presence across 400 HoReCa and retail touchpoints in Kolkata and Goa, and is sold on Blinkit across 400 dark stores.

In October 2026 it raised Rs 75 lakh to fund inventory, manufacturing capacity, quick-commerce advertising and team expansion. CEO Sharaan Kriplani said the company is not chasing every city or channel at once. It plans to enter Pune by December 2026, launch on Zepto alongside Blinkit, and raise Goa marketing over four months, with adjacent categories later.

The brand was outgrowing a city-focused omnichannel plan.

Quick commerce on Blinkit offered reach, with sales growing 37.8% a month on average.

HoReCa gives mixers credibility with bars and restaurants.

D2C lets the company own the customer relationship.

A small brand can pick one proof channel at a time, using bars for credibility and quick commerce for reach, before adding cities.

As of 2026-10-06 Sober & Co had closed Rs 75 lakh, with the Pune launch, Zepto listing and Goa marketing still planned; growth figures were company-reported.