India’s beer market has for long been ruled by three big multinationals — the Heineken-owned United Breweries, Carlsberg and AB InBev. But 38-year-old Ankur Jain’s homegrown craft beer brand, Bira 91, is brawling it out with the biggies at pubs and homes. Between challenging a mammoth incumbent, Kingfisher, in the premium category, to becoming the most sought after beer in metro pubs, the quirky monkey sold 2.6 million cases last year. With its focus on light tasting beer and unique brand positioning, it has caught the fancy of millennials, a target segment that the incumbents took for granted. In less than three years, the brand has cornered 14% share in key markets such as Delhi, Mumbai and Bengaluru. After tasting success in India, Bira 91 wants to repeat the same in Asian markets and the US. While it’s still early to predict if Bira 91 can win globally, back home it has ended up giving MNC players a hangover.
The Power Of I 2018
Prince of hops
A three-year-old homegrown craft beer brand is making waves in Indian pubs
Editor's Pick
Most Popular
Summer wine and salad
Kishore Singh - January 19, 2015
A double topping for growth
Meghna Maiti - January 15, 2015
Scriptures for success
Kripa Mahalingam - January 27, 2015
The million-dollar question: Is investing a game of luck or skill?
Shankar Sharma - May 04, 2021
Where's the party tonight?
Aditi Saxena - January 27, 2015