B9 Beverages’ Bira 91 has re-entered Uttar Pradesh in India through a new manufacturing and distribution deal and has revealed plans to develop a local brewery in the state.
According to a statement from Bira 91, its products are now being manufactured through a partnership with an unnamed “in-state brewery”.
Go deeper with GlobalData
The group said it had also committed over Rs2bn ($23.3m) towards establishing its own brewery in Uttar Pradesh.
The group expects the facility to be operational from next year, adding the site “will further enable local production, reduce lead times and improve profitability in the state”.
According to Bira 91, the market in Uttar Pradesh has grown from making up 3.5% of beer sales in India in 2018 to an estimated 12-13% in 2025.
As part of the roll-out, the company will be re-introducing Bira 91 Boom, Rise, White, and Gold to consumers in major cities across the state.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe move, the group said, is key to Bira 91’s ambition to “dominate India’s premium beer segment”.
Ankur Jain, founder and CEO of parent company B9 Beverages said: “We are in the midst of a remarkable turnaround.
“The past few years were tough but we’ve rebuilt a company that’s ready to scale. Our renewed focus on Uttar Pradesh – a key market – is central to this, and we aim to achieve double-digit market share there in the next 24 months.”
He added: “Despite being just 10 years old and facing disruptions like COVID-19, Bira 91 has grown at a 65% CAGR over the last decade to become a true ‘Imagined in India’ challenger to global brands.
“This success comes from building a fresh brand with flavourful products – and our UP brewery will bring this vision to life in India’s most populous and rapidly transforming state.”
The move follows a shake-up of Bira 91’s executive team last week. Vikram Qanungo was reappointed CFO of the group. He previously had formerly held the role from 2015-2019.
Other leadership shifts included Deepak Sinha, formerly VP of the international business unit, being promoted to SVP of Brand & Innovation.
Commenting on the changes, CEO Jain said: “With this leadership shift, we’re building for long-term dominance, sharper execution, and a renewed focus on profitability.
“As we drive our business transformation to a leaner, more agile and more focused company, and conclude our capital raise in the company, the reshaped leadership team brings in execution chops to drive our long term goal – one of redefining beer for this generation of Indian consumers by introducing them to taste and flavors.”
