New Delhi. “Sold-out” is written in front of a product, so this is a word that every businessman loves to listen to, because every company’s purpose is to earn money by selling its product. If your product is being liked then what else is needed. Ankur Jain Founder Bira 91, founder of Bira 91 (bira91), is the name of a person who knows for creative thinking and shocking results. First production of Bira 91 started in Madhya Pradesh and Nagpur. In just 5 years, Bira 91 started selling in more than 15 cities in 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 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 his demand would increase so much. This company started in February 2015. Due to the entry in the liquor industry, his father also stopped talking to him, but with his success he also won the faith 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 has graduated in computer science from Chicago. His father was not in business, but he did not delay in learning new things and got very quickly that there are many opportunities for earnings in the beer sector, because there is a shortage of option in the market.
Beera in Bira 91’s portfolio There are seven brands including White, Beera Blond, Beera Light, Beera Strong, The Indian Pale Elle and the recently launched Boom Classic and Boom Strong. Boom Strong has 6-8 percent alcohol in terms of volume and the price of 650 mL is Rs 130.
In Karnataka, this brand is giving a tough competition to Kingfisher Strong, UB Export Strong, Carlsburg Elephant and Tuborg Strong. The manager of an alcohol-retail outlet in Bengaluru said, ‘Beera Boom is growing rapidly. Its price is equal to UB export strong.
The Portfolio of Bira 91 has seven brands including Bira White, Bira Blond, Beera Light, Bira Strong, The Indian Pale Elle and the recently launched boom classic and boom strong.
In Nagpur, Indore and Kovur, Andhra Pradesh, the company has three brothers running on contracts. Another plant in Mysore will be operational next month. In the 12 weeks after the launch, 5 lakh cases of Bira have been sold. The presence of the company has increased in Delhi, Haryana, Madhya Pradesh, Uttar Pradesh, Maharashtra, Karnataka, Pondicherry and Andhra Pradesh.
However, a long way to achieve a UB group level will have to go. The UB Group has 31 brooies. In terms of beer, the number one company in the world, AB Inbave, has 10 broqueries in India and Carlsburg India has eight.
This is how the beginning Jain, who returned to India from New York in 2007, had no experience of liquor business, but in 2015, he introduced a product, taking care of the Test, Flavor and Quality of the youth of the country, which became India’s favorite beer brand in just two years.
At the time when Bira was launched, Kingfisher was in the market. In view of this, Jain launched Bira 91 91, taking care of the packaging and quality of Umda International Beer brands. It is from here that the car of his success moved forward.
Bira 91 immediately became a hit. Its sales increased to 150,000 cases in 2015 itself. In 2016, this figure crossed 7 lakhs.
According to Ankur Jain, the 330 mL bottle of Bira 91 Lite has just 90 calories, which is less than a glass milk or orange juice. In this way, it is more healthy than a lot of light and milk in terms of calorie.
Sales of Bira 91 crossed Rs 150 crore in 2016-17. Bira 91 has 91 India Country Code. The company’s manufacturing unit is in Indore and Nagpur.
Consumers are also liking strong beer, so this brand is growing rapidly. Strong beer category is growing rapidly. Many brands are being introduced in the premium and non-pramium segments.
So when Bira 91 like Bira 91 is being liked in urban youth, Bira launches another strong beer after 91 Strong, it is expected that the company will focus again on the premium segment.
However, Jain has caught a different route and has decided to enter the Lagar Beer Segment. Jain said, ‘Our earlier products are quite premium. Our 330 mL bottles in Karnataka are priced at Rs 90-100 and in Maharashtra Rs 130-140.