CHINI KUM Targets India’s Shift Away From Sugary Drinks
CHINI KUM is entering India’s crowded beverage market at a time when consumers are actively cutting back on sugar and calories. With rising awareness around metabolic health and the rapid adoption of quick commerce, new-age beverage brands are finding it easier to reach urban consumers without building large offline distribution networks.
Funding Snapshot
The zero-sugar beverage startup has raised ₹1 crore in a pre-seed funding round backed by angel investors and founder participation. The round saw participation from Shobhit Gupta, Varun Sachdeva, and Eiti Singhal, among other angels.
What the Brand Is Building
Founded by Priyank Jain, CHINI KUM is launching a portfolio of zero-sugar, low-calorie beverages designed for everyday consumption. The company is starting with carbonated and non-carbonated drinks in lemon and mango flavours, formulated using stevia and monk fruit extract as sweeteners and fortified with prebiotic fibre.
According to the startup, its products deliver familiar taste profiles while significantly reducing calorie intake compared to traditional sugar-based soft drinks, positioning them as practical substitutes rather than niche health beverages.
Go-to-Market Strategy
CHINI KUM is debuting through its direct-to-consumer website and has launched exclusively on Swiggy Instamart across select metro cities. The beverages are priced starting at ₹30 for a 160 ml pack, targeting impulse and repeat consumption.
Use of Funds and Expansion Plans
The fresh capital will be used to invest in product innovation, expand flavour offerings, and scale distribution across India. A portion of the funds will also support quick commerce partnerships and online sales infrastructure as the brand expands across metro and Tier I markets.
Why This Funding Matters
CHINI KUM’s launch reflects a broader shift in India’s beverage landscape, where zero-sugar options are moving from niche to mainstream. Brands that combine health-led formulations with fast distribution channels are increasingly well positioned to build scale early.
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