New Delhi: CHINI KUM, a new-age guilt-free beverage brand, has entered the Indian beverage market with the launch of its zero-sugar, low-calorie drink portfolio.
The launch follows a successful ₹1 crore pre-seed fundraise, with participation from angel investors and the founder, aimed at building and scaling CHINI KUM’s zero-sugar beverage platform across India.
CHINI KUM has debuted through its direct-to-consumer (D2C) website and made an exclusive quick-commerce entry on Swiggy Instamart across key metropolitan cities.
Designed for everyday consumption, the brand’s initial portfolio includes both carbonated and non-carbonated beverages in Lemon and Mango flavours.
The drinks are naturally sweetened using non-calorie stevia and monk fruit extract and fortified with gut-friendly prebiotic fibre, delivering significantly lower calories at approximately 7 calories per 100 ml, compared to conventional sugar-sweetened beverages.
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The ₹1 crore funding round saw participation from Shobhit Gupta, Promoter of One8 Commune Restaurants; Varun Sachdeva, Head of eCommerce at boAt; Eiti Singhal of Eiti Ventures; along with other strategic angel investors.
The capital raised will be deployed towards strengthening product innovation, expanding flavour offerings, and scaling national distribution.
CHINI KUM Targets Zero-Sugar Gap in India’s Beverage Market
Commenting on the fundraise, Priyank Jain, Founder of CHINI KUM, said that Indian consumers are increasingly becoming conscious of ingredients and the harmful effects of excessive sugar consumption, including obesity and diabetes.
He highlighted that the Indian beverage market continues to be dominated by sugary and synthetic drinks across carbonated and non-carbonated categories.
According to Jain, CHINI KUM has been developed to address this gap with a clean-label, zero-sugar beverage platform suitable for everyday consumption.
The funds raised will support the brand’s next growth phase, including deeper investments in product innovation, expansion across flavours and formats, and scaling distribution across priority urban markets.
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Aligned with this strategy, CHINI KUM has structured its market entry to balance rapid execution with measured learning and scalable expansion.
The product range caters to both daily consumption and social occasions, with pricing starting at ₹30 for a 160 ml SKU, ensuring accessibility without compromising on ingredient quality.
Supported by operators with experience across consumer brands, e-commerce, retail, and hospitality, the brand plans to utilise the capital raised to expand flavours, scale its presence across metros and Tier-1 cities, and invest in sustained consumer education.
As it enters the market, CHINI KUM is focused on building an insight-led growth model, leveraging quick commerce to reach consumers actively seeking healthier beverage choices.
With a strong emphasis on clean ingredients, functional benefits, and transparent communication, CHINI KUM aims to establish itself as a credible zero-sugar alternative in India’s evolving beverage landscape while laying the foundation for long-term, sustainable growth.
