'Indian beer industry poised to grow 20 times'
MARKETING NEWS
IndianExpress.com - Oct 7th, 10:58
The Indian beer market is expected to grow 20 times in next 20 years in view of changing lifestyles, a burgeoning middle class and government policy to promote low alcoholic drinks in the country.
Karan Billimoria, founder and Chairman, Cobra who was here for a strategic tie up with Punjab's leading breweries group, Mount Shivalik Breweries Limited to launch beer in Punjab and Haryana markets, said "Currently, the Indian market is 240 million cases per year and it is growing at up to 15 per cent every year," he said, adding that the per capita beer consumption in the country is 1.5 litres at present. India has the potential to catch up with China, which has a per capita consumption of 30 litres, he added.
Bilimoria explained another interesting fact that 80 per cent of beer sale in India is of strong beer while mild beer sold just 20 per cent. In north, Punjab and Haryana account for only five per cent of beer consumption in the country. Southern markets were way ahead in the beer sales.
Rajiv Bali, Vice-chairman and Managing Director of Mount Shivalik Breweries Limited Punjab beer sales were about 50 lakh cases per annum while Haryana accounted for about 80 lakh cases in view of huge sales in the NCR region. He said that "our company is delighted to tie up with Cobra beer that exports its products to 30 countries from its breweries in Europe". Cobra Beer had acquired a brewery in Bihar and currently sells beer in India from that unit.Copyright © 2013 The Indian Express ltd. All Rights Reserved.
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