Sober & Co, a zero-sugar mixer brand sweetened with monk fruit, has secured Rs 75 lakh in funding led by Sunaina Bhattacharya and Anuj Dhariwal on behalf of New Ground Collective, a syndicate of seven angel investors. The company is valued at Rs 10 crore post-investment. The capital will be used to increase inventory, enhance manufacturing, scale quick-commerce advertising, and strengthen the team. Sober & Co plans to enter Pune by December 2026 and launch on Zepto alongside its existing Blinkit presence.
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Company Information
Company
Sober & Co
About
Sober & Co is a zero-sugar mixer brand that offers beverages sweetened with monk fruit instead of traditional sugar. The company operates across retail, HoReCa, quick-commerce, and direct-to-consumer channels, with a focus on healthier beverage alternatives. Currently available in Kolkata and Goa across 400 HoReCa and retail touchpoints, the brand has achieved 34.8% GMV growth and positive unit economics. The company plans to expand to Pune and launch on additional quick-commerce platforms while scaling its retail presence across India.
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