BIRA 91

Submitted To –
Prof. Anirban Das
Group Members

Name
Nimish Seth
Rahul Arora
Samriddhi Samal
Devanshu Tekriwal
Priya Thacker
Yash Raj
Javed Faras
 Introduction
 Bira91 is a craft beer brand manufactured by B9 Beverages Pvt. Ltd. It was launched in 2015. The
company's first brewery unit was located in Flanders region of Belgium where a craft distillery was
used to contract manufacture the beer with ingredients from France, Belgium, Himalayas and Bavarian
Farms and the beer was imported to India. After initial success, the company thereafter began
manufacturing the beer in India with the same ingredients. Made from wheat, barley and hops, the beer
is available in draft, 330ml, 650ml bottles and 500ml cans. Bira91 raises $10 million in debt funding,
to ramp up output. The company is expected to use the proceeds to ramp up its production capacity to
about 1.7 million cases, up from its current 400,000 cases, with a significant amount also to go towards
brand building.
 Bira 91's founder Ankur Jain returned to India in 2007 after running a healthcare startup in New York.
He initially started importing a few beers to get a to hold in the sector, having had no prior experience
in the liquor business. By 2014, he realised it was time for them to introduce a brand that resonated
with the young urban population of India with key focus areas being taste, flavour and quality.
A crafty idea
In a market dominated by Kingfisher Strong and Haywards,
millennial consumers wanted a different beer and in Bira they found
what they were looking for.

Bira 91 was formally launched in February 2015 as an alternative to

the international brews imported to India with quirky and
contemporary packaging.
 Bring in the happy hours

Bira 91 became an instant hit among the urban crowd with sales surging from 150,000
cases in 2015, its launch year, to an anticipated 700,000 cases in 2016. Beer is
expensive compared to spirits because alcoholic drinks are taxed by volume in India,
however Bira was made available for Rs 90 for 330 ml bottle.
A beer that is healthier than milk
Bira 91, recently launched one of the first low calorie beers to be
introduced in the Indian market (90 calories for a 330 ml bottle).
According to Jain, said, "Bira 91 Light is the lowest calorie option for
any alcoholic beverage in the bar. It is lower than a glass of
champagne, much lower than Breezers, wine, or cocktails. Heck, its
even lower than a glass of milk or orange juice!"
 Light vs Strong

On the other hand Bira 91 Strong is a "High Intensity Wheat beer" this is the first strong
beer based on wheat. This beer is top fermented ale giving the beer a unique and rich taste
that is low on bitterness, high on honey and caramel notes.

At about 7% alcohol by volume, the beer is designed to usher a revolution of taste to the
mass market and aims to disrupt the mainstream beer market.
 Raising the bar
Bira 91 is now looking to clock sales of Rs 150 crore this fiscal. Bira
91 is finalising a $25-million (Rs 160 crore) fundraise led by private
equity major TPG Growth. This is the craft beer brand's third financing
round. The two-year-old beer startup B9 Beverages, the company
behind Bira 91, has in all raised $22 million so far from venture capital
fund Sequoia Capital and a set of angels.
 Beer-tapping the market

Bira 91, where the 91 stands for India's country code, is currently available across 15 cities.
The company is focusing on the premium beer space and will have presence in 8 more cities
this quarter. They are currently attempting to ensure that the UK business is sustainable for us
over a 10-year period even though the growth may be slightly lower, adding that Bira 91 has
ramped up its production capacities five-fold to 2 million cases per month from 350,000
barrels a month in the beginning of the year to meet targets. It currently operates three
breweries in Indore, Nagpur and Kovvur and exports 7% of its production to active
international markets. It is all set to launch a fourth brewery in Karnataka next month.
THANK YOU