Noida-based beverage startup CHINI KUM has raised ₹1 crore in a pre-seed funding round, securing early backing from a group of angel investors alongside founder capital. The investment will fuel product development, brand building and expansion into key urban markets as the company targets India’s growing demand for low‑sugar and functional beverages.
Funding to support product development and distribution
CHINI KUM says the new capital will be deployed primarily for product innovation, supply‑chain optimisation and scaling distribution across online and offline channels. A major focus will be quick commerce platforms, which have become an important sales channel for food and beverage startups in Indian metros.
The company also plans targeted marketing to raise awareness of sugar‑free alternatives and position its range as an everyday option for health‑conscious consumers.
Founder’s mission and product range
Founded by Priyank Jain, CHINI KUM aims to reduce excess sugar consumption without compromising on taste. The startup’s portfolio comprises zero‑sugar and low‑calorie beverages, both carbonated and non‑carbonated, developed to appeal to local palates.
Initial flavours include lemon and mango, chosen to resonate with Indian taste preferences while aligning with contemporary health expectations.
Natural ingredients and functional benefits
Rather than relying on synthetic sweeteners, CHINI KUM uses natural alternatives such as stevia and monk fruit extract. The drinks are also enriched with prebiotic fibre to support digestive health, positioning the brand within India’s expanding functional beverage category.
This product positioning aims to attract consumers looking for refreshment with added health benefits, a segment that has seen steady growth among urban millennials and Gen Z.
Market entry strategy and pricing
The startup has followed a digital‑first go‑to‑market model. Products are available through online marketplaces, quick commerce services in select metropolitan areas and the company’s direct‑to‑consumer channel, which allows for closer customer engagement and feedback collection.
Pricing is designed to be accessible, with products starting at around ₹30 for a 160 ml pack. CHINI KUM plans gradual expansion into modern trade and wider roll‑out across Tier I and Tier II cities as distribution and demand scale up.
Industry context and outlook
India’s beverage industry is witnessing a shift as awareness of sugar‑related health risks rises. Urban consumers, particularly younger cohorts and working professionals, are increasingly choosing low‑sugar and functional drinks.
CHINI KUM seeks to bridge the gap between taste and health by combining natural sweeteners, functional ingredients and familiar flavours. With pre‑seed funding in place, the company will prioritise steady scaling, new flavour development and supply‑chain strengthening ahead of a larger fundraising round once market traction is established.
