Asia Pacific Breweries Aurangabad Limited (APBAL), a subsidiary of Asia Pacific Breweries (APB), has unveiled the launch of its locally-brewed Tiger beer in Mumbai.

The company said today (16 April) that India is now the 10th country in the Asia Pacific region to brew its flagship brand, joining other markets including Singapore, Malaysia, China and Thailand.

Previously, Tiger beer has been imported into India but was only made available at exclusive premium outlets. However APBAL's new brewery, located in Aurangabad, Maharashtra, will make the brand more widely available at on- and off-trade outlets, the company said.
APB's regional director, South Asia and director, group business development Vivek Chhabra said: "In view of India's growing beer market, rising disposable incomes of the consumers and favourable demographics, it is timely that we now offer Tiger as a premium option to the many discerning Indian drinkers who are becoming increasingly experimental in making an informed choice."

APBL, Aurangabad's marketing manager Chetan Gupta added: "We shall focus on creating a premium proposition for Tiger. Our marketing efforts will be targeted towards building the brand's appeal among discerning young adults via slick communication, recruitment programmes as well as unique and engaging experiential platforms. We are confident that Tiger's quality and distinctive taste will resonate well with the Indian consumers while the marketing campaigns will work to win fans for Tiger, who would in turn, be the advocates for the brand for the future."

APBAL is set to establish "a significant presence" for Tiger in Mumbai and gradually rollout the brand to other parts of India, the company said. Tiger will begin rolling out in northern India first, starting with New Delhi, before spreading across southern India as well.