The Sweet Change, a New Delhi-based brand selling natural sugar alternatives, has raised Rs 70 lakh in an early-stage funding round led by IAN Angel Fund, the evergreen fund of IAN Group, with participation from Udaan Angel Partners. The startup plans to use the capital to strengthen product development, expand across e-commerce and quick-commerce platforms, grow brand awareness, and build out its team as it scales operations across India.

"India deserves a sweetener it can trust. For 12 years, I watched people fail to quit sugar, not because they lacked discipline, but because the market failed them. This investment lets us fix that and put a clean, honest sweetener in every Indian kitchen that struggled to avoid sugar," said Agnihotri, Co-founder and CEO of The Sweet Change. It claims to have crossed Rs 1.5 crore in revenue and fulfilled more than 12,000 orders across India through its own website alone.

The Sweet Change plans to continue building its presence across direct-to-consumer, marketplace, and quick-commerce channels. Over time, it is also looking at opportunities in cafes, the hospitality sector, and institutional partnerships. The fresh capital will support this expansion alongside investment in product development and team building.

About The Sweet Change

The Sweet Change has been founded in 2024 by Manvi Agnihotri, who serves as Co-founder and CEO, and Sheen Hitashi, who serves as Co-founder and Chief Business Officer. The Sweet Change offers products made with natural ingredients and positioned as zero calorie, zero sugar, and zero glycemic index alternatives to refined sugar. The startup said that its products are designed for both health-conscious consumers and people managing specific medical or lifestyle conditions where sugar consumption needs to be controlled.