Brewing a ₹5000 Cr beer empire! 🍻

Hey there,

This man turned his passion for beer into a ₹5000 Cr business empire! Who is he?

Meet Ankur Jain, a computer science grad turned beerpreneur. Ankur started his first business in the US, where he successfully built and sold a health-tech startup. Then, during a visit back home, Ankur noticed gaps in India's beer market, especially the lack of light beer options like wheat beers targeting younger crowds.

Sensing an opportunity, Ankur started a beer import business called Cerana Beverages in 2009, bringing in over 25 beer varieties from Europe and the US. This move surprised his father, a senior government official, who disapproved of the alcohol industry and refused to speak to Ankur for 5 years straight.

Despite this, Ankur grew Cerana into one of India's largest beer importers by 2012. But he wanted more; he aimed to create a completely “imagined in India” beer brand. In 2015, he launched Bira91 with support from industry leaders like Deepinder Goyal and venture capital funds such as Sequoia Capital. This led to partnerships with startups like Zomato and pubs like The Beer Cafe, providing a crucial early boost.

Bira91's launch was game-changing. They introduced Bira White Ale and Bira Blonde Lager, which instantly clicked with the youth. From selling 150,000 cases in 2015, sales rocketed to 700,000 cases in 2016.

Ankur's strategic vision took Bira91 to new heights. He expanded distribution from India to 18 other countries globally. This expansion was powered by over $340 million in funding, enabling a significant manufacturing shift. Originally made in Belgium, Bira91 moved production entirely to India.

The company set up breweries in four major Indian cities, increasing its capacity to 2 million hectoliters. This localization helped Bira91 gain significant market share in cities like New Delhi, Mumbai, and Bangalore.

Today, Bira91 holds over 20% of the premium beer segment in these cities. Thanks to Ankur's leadership and innovative approach, Bira91 has become India's fourth-largest beer company.

More than just a business success, Ankur's journey is a story of personal triumph. From facing initial disappointment to earning cheers from his father, Ankur's story shows that following one's passion can overcome any obstacle.

✏️ Jargon of the day

Market Segmentation:

Market segmentation is like dividing a big group of customers into smaller groups based on what they like or need. It's like sorting a mixed bag of fruits into separate baskets of apples, oranges, and bananas.

This helps businesses understand and target each group better, offering them exactly what they're looking for. It's all about knowing who wants what and tailoring products or services to fit those specific needs.

Loved this edition? Or have some thoughts to share? We'd love to hear from you

Cheers,
Karthik