New Delhi. If “Sold-out” is written in front of a product, then this is a word that every businessman likes to hear, because the purpose of every company is to earn money by selling its product. What more is needed if your product is being liked. Ankur Jain Founder of Bira91 (Bira91) is the name of such a person, whom people know for their creative thinking and surprising results. The first production of Bira 91 started in Madhya Pradesh and Nagpur. In just 5 years, Bira 91 started selling in more than 15 cities of India. The valuation of the company, which started in the year 2015, has now become close to Rs 2000 crore.
After starting the business, the father had stopped talking- Ankur Jain, founder of Bira 91, says that when he launched this drink, he was not sure that people would like his drink so much and its demand would increase so much. This company was started in February 2015. His father also stopped talking to him due to his entry in the liquor industry, but with his success, he also won the trust of his father and family.
Ankur Jain, founder of Bira 91, says that when he launched this drink, he was not sure that people would like his drink so much. Ankur Jain graduated in computer science from Chicago. His father was not in business, but he did not delay in learning new things and realized very quickly that there was a lot of earning opportunities in the beer sector, because of the lack of options in the market.
Beera in Bira 91’s Portfolio There are seven brands including White, Beera Blonde, Beera Light, Beera Strong, The Indian Pale Ale and the recently launched Boom Classic and Boom Strong. Boom Strong has 6-8 per cent alcohol by volume and 650 ml is priced at Rs 130.
In Karnataka, this brand is giving tough competition to Kingfisher Strong, UB Export Strong, Carlsberg Elephant and Tuborg Strong. The manager of an alcohol-retail outlet in Bengaluru said, “The Beera boom is booming. Its price is equal to UB Export Strong.
Beera 91’s portfolio comprises seven brands including Beera White, Beera Blonde, Beera Light, Beera Strong, The Indian Pale Ale and the recently launched Boom Classic and Boom Strong.
The company has three contract breweries at Nagpur, Indore and Kovur in Andhra Pradesh. Another plant in Mysore will be commissioned next month. In the 12 weeks since its launch, 5 lakh cases of Bira have been sold. The company’s presence has increased in Delhi, Haryana, Madhya Pradesh, Uttar Pradesh, Maharashtra, Karnataka, Pondicherry and Andhra Pradesh.
However, there will be a long way to go in achieving the level of UB Group. UB Group has 31 breweries. AB InBev, the number one company in the world in terms of beer, has 10 breweries in India and Carlsberg India has eight.
This is how it started- Jain, who returned to India from New York in 2007, did not have any experience in the liquor business, but in 2015, keeping in mind the taste, taste and quality of the youth of the country, he introduced a product that became India’s favorite in just two years. Beer became the brand.
At the time when Beera was launched, Kingfisher was in the market. Keeping this in mind, Jain launched Biera91 keeping in mind the quality of packaging and quality of international beer brands. From here, his car of success progressed.
Bira91 became an instant hit. In 2015 itself, its sales had increased to 150,000 cases. In 2016, this figure crossed 7 lakhs.
According to Ankur Jain, a 330 ml bottle of Bira 91 Lite has only 90 calories, which is less than a glass of milk or orange juice. In this way, it is quite light in terms of calories and healthier than milk.
The sales of Bira 91 crossed Rs 150 crore in 2016-17. 91 in Bira 91 is the country code of India. The company’s manufacturing units are located in Indore and Nagpur.
Consumers are also liking strong beer, so this brand is growing rapidly. The strong beer category is growing rapidly. Several brands are being introduced in the premium and non-premium segments.
So when a brand like Bira 91, which is popular among the urban youth, launches another strong beer after Bira 91 Strong, it is expected that the company will again focus on the premium segment.
However, Jain has taken a different path and decided to enter the lager beer segment. Jain said, “Our earlier products are quite premium. Our 330 ml bottles cost Rs 90-100 in Karnataka and Rs 130-140 in Maharashtra.