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Palash Arneja takes charge as Founder and CEO of Sorry Sugar

Zero-added-sugar beverage brand Sorry Sugar has appointed Palash Arneja as its Founder and CEO. Arneja had earlier incubated the brand with Wolfpack Labs and will now lead its product, distribution and business growth strategy. The developm

FINSAMUDRA DESK · 8 Oct 2026, 2:36 pm IST · 1 MIN

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Former HSBC & Deloitte Executive Palash Arneja Takes Charge as Founder and CEO of Zero-Sugar Brand ‘Sorry Sugar’ After $1M Seed Round

Finance & Consulting Pedigree: A qualified Chartered Accountant (ICAI), Arneja began his corporate career in financial services and advisory, serving as an Assistant Vice President (AVP) at HSBC and as a Senior Solution Advisor at Deloitte.
Entrepreneurial Track Record: Transitioning into the startup ecosystem, he co-founded Unikon.ai and subsequently built the viral D2C fragrance brand BLA BLI BLU (which reported scaling to a ₹1,000 crore brand milestone in under a year).

Scaling Beyond Prebiotic Coffee Across Online & Offline Channels

Currently operating in the functional flavoured coffee segment, Sorry Sugar positions its portfolio around clean-label nutrition—combining zero added sugar, prebiotic fibre, and natural monk fruit sweetener to eliminate refined sugar spikes.

Backed by its fresh $1 million seed capital, Arneja’s mandate as Founder and CEO centers on two core priorities:

Omnichannel Retail Expansion: Scaling distribution across quick-commerce, D2C marketplaces, and modern offline retail shelves nationwide.
Category Expansion: Extending the Sorry Sugar formulation engine beyond flavoured coffee into broader everyday food and beverage consumption categories across India.

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Palash Arneja takes charge as Founder and CEO of Sorry Sugar

Former HSBC & Deloitte Executive Palash Arneja Takes Charge as Founder and CEO of Zero-Sugar Brand ‘Sorry Sugar’ After $1M Seed Round

Scaling Beyond Prebiotic Coffee Across Online & Offline Channels

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Former HSBC & Deloitte Executive Palash Arneja Takes Charge as Founder and CEO of Zero-Sugar Brand ‘Sorry Sugar’ After $1M Seed Round

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