STARTUP LESSON

FOR EVERYONE

An analysis of the reading Start Up

Lessons for Everyone by taking
reference from Indian Startup Bira
 Bira 91
Founder: Ankur Jain

Story: Seeing the potential of craft Beer in India

Ankur decided to explore the Indian Craft Beer
Industry .

His aim was to introduce a brand that resonated with

the young urban population of India with key focus
areas being taste, flavour and quality

It is crafted with the creative urban drinker in mind —

someone who likes to have fun and doesn’t take life
(or beer) too seriously, the brand aims to disrupt the
global beer world with 21st-century technology and
its playful monkey mascot.
 BIRA 91: History
● Established in the summer of 2015 by B9 Beverages and headquartered in New Delhi, Bira 91 has
quickly become the rage amongst urban millennials owing to its delicious beers, bold identity and a
strong draft network.
● In 2017, Bira 91 leaped across to New York City to begin its campaign in the United States.
● In 2018, the brand started on its wider expansion in the Asia Pacific market by entering Singapore.
● It is one of the fastest-growing beers in the world, Bira 91 has built a strong portfolio of essential
beers and aims to drive the global shift in beer towards more color and flavor.
● In less than three years, Bira 91 is now in the top 25 craft beer brands worldwide by sales volume
and the fastest-growing beer brand in the world (growing 5x in 2017).
● The company now operates two breweries in India and has offices in nine cities including New York
City.
● It has a passionate team of over 350 beer lovers who have only one goal – to change the world of
beer and beer for the world.
 JOURNEY OF BIRA

● The first thing that struck him on returning back to India was ―there was
no beer worth drinkingǁ in the country.
● He saw a potential for a beer business in India‘s growing market he
decided to pivot into that line.
● The first three years after returning to India, Jain spent his time
understanding the beer market, taking trips to Europe to understand the
different exotic beers available and choose one for the Indian audience.
● Initially Bira91 was available in two flavors: Bira White Ale & Bira Blonde
Lager.
 JOURNEY OF BIRA
● Bira focused on distribution. Availability was a key factor for
consumption.
● By May 2014, Jain transformed from being an importer and
distributor to a manufacturer. He gained funding from Dhawan
brothers and further raised $ 1 million from friends and family.
● He flatten the organisation structure
● Senior job titles and assigned seats were taken away
● Freely exchange ideas
 Analysis
● The deeper psychology of startup founder is that of a rebel which helps survives it this can be
seen from the fact that Ankur Jain worked for two years before pitching it to an angel
investor
● In a span of less than three years they were able to increase their revenue manyfold, this is
because of managing fluidity which helps create anxiety and innovation
● It also involves managing the ambiguity in initial and following stages to bring clarity to the
roles and work
● One of the reasons of success of Bira is inclination of its founder to recognize the
psychological impact of speed, ambiguity and rapid growth which help in avoiding
dysfunction
● Bira also happens to be an example of startups being people-related growth processes which
starts with a founder or a set of colleagues, followed by expansion which defines what to do
and what not to
● Lastly it includes articulating and creating institute for talent management

A one man or
Step 3
The Start-up Talent
an informal
group
expands Title
Management
Conclusion

Hence, it can be concluded that a fluid mindset

that is attached to a long term vision also helps
in creating distinctiveness.
But as business grows, relationships among
leaders and employee also change and begin
more reliable

Step 3
Title
Thank you