New Delhi. If “Sold-out” is written in front of a product, then this is a word that every businessman loves to hear, because the aim of every company is to earn money by selling its product. If your product is being liked, then what else do you need. Bira91 founder Ankur Jain is the name of one such person, who is known for his 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 started in the year 2015 has now become close to Rs 2000 crore.
After starting the business, my father stopped talking to me. Ankur Jain, the founder of Beera 91, says that when he launched this drink, he was not sure that people would like his drink so much and that its demand would increase so much. This company was started in February 2015. Due to his entry into the liquor industry, his father had also stopped talking to him, but with his success he won the trust of his father and family.
Ankur Jain, the founder of Beera 91, says that when he launched this drink, he was not sure that people would like his drink so much. Ankur Jain has graduated in Computer Science from Chicago. His father was not in business, but he did not delay in learning new things and very quickly realized that there are a lot of opportunities to earn in the beer sector, because there is a lack of options in the market.
Bira in the portfolio of Bira 91 There are seven brands including Bira White, Bira Blonde, Bira Light, Bira 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 is priced at Rs 130 for 650 ml.
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 Bangalore said, ‘Bira Boom is growing rapidly. Its price is equal to UB Export Strong.
Bira 91’s portfolio comprises seven brands including Bira White, Bira Blonde, Bira Light, Bira Strong, The Indian Pale Ale and the recently launched Boom Classic and Boom Strong.
The company has three contract breweries in Nagpur, Indore and Kovur in Andhra Pradesh. Another plant in Mysore will be operational next month. 5 lakh cases of Bira have been sold in the 12 weeks since its launch. The company’s presence has grown in Delhi, Haryana, Madhya Pradesh, Uttar Pradesh, Maharashtra, Karnataka, Pondicherry and Andhra Pradesh.
However, there is a long way to go to achieve the level of UB Group. UB Group has 31 breweries. AB InBev, the world’s number one company 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, had no experience in the liquor business, but in 2015, keeping in mind the taste, flavour and quality of the youth of the country, he introduced a product which became India’s favourite beer brand in just two years.
At the time when Beera was launched, Kingfisher was ruling the market. Keeping this in mind, Jain launched Beera91 keeping in mind the packaging and quality of the best international beer brands. From here his success story started.
Bira 91 became an instant hit. In 2015 itself, its sales increased to 150,000 cases. In 2016, this figure crossed 7 lakh.
According to Ankur Jain, a 330 ml bottle of Bira 91 Light has only 90 calories, which is less than a glass of milk or orange juice. In this way, it is very light in terms of calories and is even healthier than milk.
Bira 91’s sales crossed Rs 150 crore in 2016-17. 91 in Bira 91 is the country code of India. The company’s manufacturing units are in Indore and Nagpur.
Consumers are also liking strong beer, so this brand is growing rapidly.’ The strong beer category is growing rapidly. Many 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, the expectation is that the company will again focus on the premium segment.
However, Jain has taken a different path and has decided to enter the lager beer segment. Jain said, ‘Our earlier products are quite premium. Our 330 ml bottles are priced at Rs 90-100 in Karnataka and Rs 130-140 in Maharashtra.
Tags: Success Story, Successful Businessman
FIRST PUBLISHED : August 7, 2020, 12:50 IST