BIRA 91: Where to Go from Here

Abstract

India claims the third position in the world alcohol industry and is an ₹ 35 billion ( https://www.craftdrinksindia.com/overview-of-indian-market ) industry in value terms. There were projections that the beer market of India would grow by 7.6% CAGR between the years 2018 and 2024 ( https://www.medium.com/marc-insights/alcohol-industry-in-india-b5f650853038 ). Basically, the Indian alcohol industry is divided into three parts: Homemade liquor, Indian Manufactured Foreign Liquor (IMFL), and Beer. India has a large market for whiskey, but the beer had never been a choice of strong alcoholic lovers. In the given market situation, Bira 91 crafted beer was launched in the year 2015 (under the registered company name B9). In a short span of two years, the company saw unprecedented growth in its product demand (doubling every month). Bira 91 claimed a 4.5% market share in the year 2017 and eyed up to ₹ 6.14 billion sales in the year 2018. In the COVID-19 pandemic year 2020–2021, when the entire industry was facing a crisis, Bira 91 managed to keep its brand intact and started to diverse into various other beverages. Having not achieved its break-even point, Bira91 had tall plans of becoming a market leader by the year 2024. With a stronghold on consumer’s choices and requirements, Bira 91 was quite sure of achieving its goals of market expansion in India and globally. It is indispensable for budding managers and entrepreneurs to understand the expansion recipe adopted by a start-up company to quickly and successfully take over the market. The present case proposes to set a platform to analyse the opportunities available for expansion by a young start-up company to capture a big pie of the market.