Page 49 - Forbes - India (January 2020)

bira 91

madhu kapparath

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This is the power of Boom,” says and so has our ambition,” he says. The Jain explains, has not been on his
the founder of B9 Beverages. Boom, target is to become the beer of choice side. “We are rooted in modernity.”
he lets on, was the primary reason for consumers. For a company that Ironically, it’s the tradition of
for the tremendous growth in 2019 had a modest aim of selling across the beer market in India, which
even though the industry was in the just 30 pubs in Hauz Khas in Delhi in has historically skewed towards
throes of a slowdown. While Bira 91 February 2015 to becoming the fifth strong beer, that is helping Jain
managed to grow at a brisk pace in biggest and now wanting to break make the most of Boom’s success.
the premium markets of top cities—its into the top three, the quantum jump The modern element, though, is
biggest is Delhi and second largest in aspiration is striking. “We are a that the beers are not plain vanilla.
Bengaluru—Boom helped it make refreshingly modern brand as opposed They are flavoured. “This generation
massive inroads into the hinterland. to traditional,” says Jain, who once loves flavourful beers,” he says.
“We have been able to penetrate really identified himself and the brand with Non-metro India is getting a hang
deep into Bharat,” says the founder. craft beer. “I can’t sort of deny the of strong flavoured brew. “Tier II
Jain is now brewing a heady plan. fact that that’s where the journey and beyond is where the action is,”
“Revenues have jumped brilliantly really started,” he says. Tradition, says Rahul Singh, founder of Beer

january 31, 2020 • forBes indiA