Monk fruit D2C brand The Sweet Change clocks Rs 2.6 Cr in sales, 70% via own website
Founded by sisters Manvi Agnihotri and Sheen Hitaishi, The Sweet Change has posted Rs 2.6 crore in sales since March 2025, driven largely by direct-to-consumer channels. Its 30% monk fruit concentration sweetener leans on a website-first model over marketplaces.
What happened
The Sweet Change, a D2C monk fruit sweetener brand founded by sisters Manvi Agnihotri and Sheen Hitaishi, has clocked Rs 2.6 crore in sales since March 2025,
Key facts
- Rs 2.6 crore sales
- 30% monk fruit concentration
- 70% DTC website revenue
- Rs 230 Cr Adage funding
Why this matters
A founder-led monk fruit brand with a defensible DTC channel and a 30% concentration product could be an attractive tuck-in for a health-food or sugar-alternative portfolio seeking direct-to-consumer capability.
What to watch
- Marketplace listing announcement or offline retail entry
- Funding round disclosure and valuation
- Repeat purchase / subscription rate signals
- New SKU launches or category extensions
- Competitor monk fruit launches from established FMCG
- Raise a seed/angel round using DTC economics as the pitch
- Expand product line beyond single sweetener SKU into recipes/bundles
- Test quick-commerce (Blinkit/Zepto) for impulse and repeat capture
- Invest in retention/subscription to defend LTV as acquisition costs climb
- Build content moat around diabetic/keto and clean-label education