Palash Arneja joins SORRY SUGAR as Founder & CEO
Arneja initially incubated SORRY SUGAR together with Wolfpack Labs
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Published: Oct 6, 2026 3:44 PM | 2 min read
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- SORRY SUGAR has appointed Palash Arneja as Founder & Chief Executive Officer, following his success in building BLA BLI BLU into a ₹1,000 crore brand in under a year.
- Arneja, who initially incubated SORRY SUGAR with Wolfpack Labs, will lead the brand's vision, product innovation, and growth strategy.
- He emphasizes the brand's mission to make zero-added-sugar options accessible and enjoyable, aiming to transform how India consumes sweetness.
- The appointment aligns with SORRY SUGAR's plans for accelerated expansion and a unified strategy in the better-for-you consumer market.
SORRY SUGAR, a beverage and consumer brand, has announced the appointment of Palash Arneja as Founder & Chief Executive Office.
Palash Arneja, who built BLA BLI BLU from zero to a ₹1,000 crore brand in under a year, brings proven experience in building and scaling consumer businesses. Having initially incubated SORRY SUGAR together with Wolfpack Labs, Palash will now take on a larger leadership role in shaping the brand’s vision, product innovation and growth strategy.
Palash Arneja, Founder & CEO, SORRY SUGAR, said:“Consumers shouldn’t have to choose between health and taste. That belief sits at the heart of SORRY SUGAR. We want to make zero-added-sugar choices accessible, mainstream and genuinely enjoyable. The opportunity is much larger than a single product or category - we are on a mission to change how India consumes sweetness. Our vision is to build SORRY SUGAR into one of India’s most exciting new-age consumer brands, with the ambition to take it global.”
Palash’s appointment comes as SORRY SUGAR prepares for accelerated expansion, bringing brand, product, distribution and business growth under a unified strategy while building a distinct identity in India’s fast-evolving better-for-you consumer market.
His experience building BLA BLI BLU brings hands-on expertise in scaling a new-age consumer business - from identifying consumer insights and building cultural relevance to driving distribution, execution and growth at pace.
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