The Sweet Change Secures Early-Stage Investment from IAN Angel Fund

New Delhi-based natural sweetener startup The Sweet Change has raised Rs 70 lakh in an early-stage funding round led by IAN Angel Fund, the evergreen fund of the IAN Group. The funding round also saw participation from Udaan Angel Partners.

The fresh capital will help the startup strengthen product development, expand its presence across e-commerce and quick-commerce platforms, increase brand awareness, and build its team as it scales operations across India’s growing health and wellness market.

Founded to Offer Healthier Sugar Alternatives

The Sweet Change was founded in 2024 by Manvi Agnihotri and Sheen Hitashi.

The startup focuses on creating natural sugar alternatives designed for health-conscious consumers as well as individuals managing medical or lifestyle conditions that require controlled sugar intake.

According to co-founder and CEO Manvi Agnihotri, the company was created to solve a long-standing problem in India’s health food market , the lack of trustworthy and clean sugar substitutes.

She explained that many people struggle to reduce sugar consumption not because of a lack of discipline, but because existing alternatives often fail to meet expectations around taste, transparency, and health benefits. The startup aims to position itself as a reliable and natural alternative for Indian households seeking healthier lifestyles.

Product Portfolio Focused on Wellness

The Sweet Change offers products made using natural ingredients and markets them as zero-calorie, zero-sugar, and zero-glycemic-index alternatives to refined sugar.

The products are targeted toward consumers looking to reduce sugar intake while maintaining sweetness in everyday foods and beverages. The company believes the demand for healthier sugar substitutes is growing rapidly due to increasing awareness around diabetes, obesity, fitness, and overall wellness.

India’s health-conscious consumer segment has expanded significantly in recent years, creating opportunities for startups developing clean-label food and wellness products.

Revenue Growth and Expansion Plans

The startup claims to have crossed Rs 1.5 crore in revenue and fulfilled more than 12,000 customer orders across India through its direct-to-consumer website alone.

Going forward, The Sweet Change plans to strengthen its presence across direct-to-consumer platforms, online marketplaces, and quick-commerce channels to reach a wider customer base.

The company is also exploring partnerships with cafes, hospitality businesses, and institutional buyers as part of its long-term expansion strategy. The newly raised funding will support these growth plans while also helping the startup invest in research, product innovation, and operational scaling.

With increasing consumer focus on preventive healthcare and nutrition, startups like The Sweet Change are emerging as key players in India’s rapidly growing wellness and healthy food ecosystem.

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