Market Segmentation and Analysis

The Indian beer market is valued at 383.6

Billion INR in 2022 with 3-3.5 Billion Liters
produced
Youth Late Youth Middle Age

It is expected to grow at 8.1% CAGR

between 2023-2028 and further grow at 18%
CAGR in the next 25 years 21-25 age 25-30 age 30-40 years
group bucket age
Description Value(in INR)
Total Market size 3,80,00,00,00,000
Growth in next 5 years 8% Regular Occasional
Regular
Total Addressable Market 11400000000 consumers, social
consumers,
Total Addressable Market 2024 861840000 with more drinkers, and
with well
experimentive more refined
Total Addressable Market 2025 1196726400 defined tastes
taste palates
Total Addressable Market 2026 1436071680
Total Addressable Market 2027 1550957414 Larger
Price
Total Addressable Market 2028 2010040809 disposable Taste not
sensitive, low
income and price key
Culminative TAM ove rnext 5 years 7055636303 disposable
not as price factor
TSAM cumulative between 2023-2028 2,116,690,891 economy
sensitive
2
 Pricing and Financial

The product would be priced at 225 INR for Fixed Costs Value(INR)
the can and bottle versions for 200 ml Land 10,00,00,000
Building and Auxiliary Utilities 10,00,00,000
Initially strategy is to play the volume game
Equipment 50,00,00,000
before up stretching to the premium category
Total 70,00,00,000

Cost Variable Cost per year Value

Salaries and Wages 4,00,00,000
Marketing 8,00,00,000
Raw Materials 5,00,00,000
Total 17,00,00,000

Uniqueness Fixed + Variable Cost 29,50,00,000 INR

Total bottles produced 27,00,000 INR
Cost per bottle 109 INR
Margin vs MRP 116 INR
Margin accounting for seller margin 76 INR
 The Indian Touch

The fundamental aspect of making in India Packaging can help invoke the India touch at
gives a wholesome feel and customers the first sight and enable to capture the
identified MiI products to be off more VfM attention using colour and art

Partnering and promoting indigenous arts

Creating regional based flavors like
and festivals would be a good way to ingrain
Himachal Berry, Kerala Coconut to invoke
into the India social fabric
localization element in branding and taste

Sourcing all the materials from India and Introducing special edition falours on special
incorporating the flavouring from organic occasions celebrating special occasions will
ingredients will further enhance Indian touch help etching the Indian theme

Using an digital ads the shows product as Leveraging Influencers born and bred in rural
locally sourced from the heartland of India India and collaborating to create interesting
and that is For By and To the Indians. and interactive events to build engagment