Yes, you can update the data before storing it in SQL table. In this approach, you will have to update the column using hive and store the hive output to hdfs using INSERT OVERWRITE DIRECTORY. And after that, to store it in SQL, you can use the Sqoop command. Example:
sqoop export \
--connect jdbc:mysql://master/poc \
--username root \
--table employee \
--export-dir /user/hdfs/mysql/export.txt \
--update-key id \
--update-mode allowinsert \
--fields-terminated-by '\t' \
-m 1