SORRY SUGAR Names Palash Arneja as Founder & CEO

Palash Arneja has joined zero-added-sugar beverage brand SORRY SUGAR as Founder and CEO. In his new role, Arneja will lead the brand’s overall strategy, product innovation and growth plans.

Arneja had initially incubated SORRY SUGAR with Wolfpack Labs and will now take on a larger leadership role as the brand looks to expand its presence across categories and consumption occasions.

From BLA BLI BLU to SORRY SUGAR

Arneja previously built BLA BLI BLU, which he says grew from zero to a Rs 1,000-crore brand in under a year. His experience in building and scaling consumer brands will now feed into SORRY SUGAR’s next phase of growth.

The brand currently operates in the flavoured coffee category, offering beverages positioned as zero-added-sugar, prebiotic and fibre-rich. Its products use monk fruit as a sweetener along with prebiotic fibre.

Building a New-Age Beverage Brand

Commenting on his appointment, Arneja said, “Consumers shouldn’t have to choose between health and taste. That belief sits at the heart of SORRY SUGAR. We want to make zero-added-sugar choices accessible, mainstream and genuinely enjoyable.

“The opportunity is much larger than a single product or category – we are on a mission to change how India consumes sweetness. Our vision is to build SORRY SUGAR into one of India’s most exciting new-age consumer brands, with the ambition to take it global.”

Expanding Beyond Coffee

Under Arneja’s leadership, SORRY SUGAR plans to expand across online and offline channels while taking its proposition beyond coffee into other everyday consumption categories.

The company’s broader focus will be on developing products that retain the taste and experience associated with sweetness while eliminating added sugar.

With Arneja taking charge as Founder and CEO, SORRY SUGAR is positioning itself for expansion across products and categories while building its proposition around zero-added-sugar consumption.