Ankur Jain: The Visionary Brewing India’s Global Beer Revolution
It takes more than a vision to disrupt an established market. It takes courage, innovation, and an innate ability to challenge the status quo. Ankur Jain is one such disruptor. From the bright lights of the U.S. startup scene to the frothy beer halls of India, he embarked on a journey that would not only redefine beer drinking in India but also solidify Bira91 as a global icon.
Ankur’s journey started, rather interestingly, at a crossroads. Fresh off selling a successful healthcare startup in the United States, Ankur Jain decided to spend some time with his family in India. What was supposed to be a casual visit turned into a revelation. India’s beer market, despite its size and growth, lacked variety and independence. The dominance of a single giant—United Breweries—stifled innovation and left beer lovers yearning for something different.
Ankur’s entrepreneurial instincts kicked in, and in 2009 he launched Cerana Beverages. Cerana wasn’t about brewing beer, but rather curating the best brews from Europe and the U.S. and introducing them to Indian consumers. With a distribution network for over 20 premium international beer brands, Cerana quickly gained traction and became India’s largest draft beer dispensing platform. Yet, Ankur Jain wanted more. He didn’t just want to import; he wanted to create something uniquely Indian, something that would put India on the global beer map.
In 2015, Bira91 was born. Unlike traditional strong beers that dominated the market, Bira91 brought a lighter, more flavorful alternative to the table. Ankur’s vision was clear: cater to a younger, more experimental demographic. By naming it “Bira,” a colloquial Punjabi term for brother, and pairing it with “91,” India’s international dialing code, the brand struck a chord. It was instantly recognizable, distinctly local, and refreshingly different.
Bira91’s debut offerings, the White Ale and Blonde Lager, proved to be an instant hit. Their unique taste profiles, combined with a calorie count lower than both milk and wine, made them a favorite among India’s burgeoning urban youth. In its very first year, Bira91 sold 150,000 cases. By 2016, that number skyrocketed to 700,000. The Indian beer market had never seen growth this rapid.
Such was Bira91’s success that even without traditional marketing tactics, the brand became a household name. Rather than relying on surrogate advertisements—a staple in the alcohol industry—Bira91 focused on an aggressive and efficient distribution strategy. The results were remarkable. By 2017, Bira91 had achieved a 70% penetration across key Indian cities and posted a staggering revenue of ₹150 crore.
But Ankur Jain didn’t stop there. Recognizing the potential in the premium beer segment, he introduced Bira91 Strong. This move not only diversified the product portfolio but also captured a significant chunk of the strong beer market—without a single rupee spent on advertising. Bira91’s growth story wasn’t just about numbers; it was about rewriting the rules of the game.
Ankur Jain also made strategic moves on the operational side. Initially, Bira91’s production was based in Belgium. While this allowed for exceptional quality control in the early days, it was Ankur’s decision to bring production home to India that marked a turning point. By establishing breweries in cities like Indore and Nagpur, Bira91 not only reduced costs but also established itself as a truly “Made in India” brand that was ready to serve the world.
The brand’s international aspirations were clear from the outset. Today, Bira91 is available in 18 countries and over 550 cities worldwide. With four state-of-the-art breweries in India, it has cemented its position as the country’s fourth-largest beer company. Investors, too, have taken notice. To date, Bira91 has raised over $200 million, fueling its ambitious plans for global expansion.
But perhaps what stands out the most about Ankur Jain’s journey isn’t just the rapid growth or the impressive numbers. It’s the transformation of perceptions—both of the market and within his own family. In the early days, Ankur’s father, a traditional businessman, was hesitant about his son entering the alcohol industry. Today, he raises a glass to Bira91’s success, a testament to Ankur’s ability to not just build a brand but to earn trust, respect, and pride.
Ankur Jain’s story isn’t just about beer; it’s about vision, perseverance, and a relentless drive to innovate. It’s about proving that with the right idea, backed by courage and determination, one can take on industry giants and create something truly extraordinary. Bira91 isn’t just a beer brand—it’s a symbol of India’s evolving tastes, aspirations, and its capacity to lead on the global stage.
