Back Portfolio / Bira 91


Bira 91 is disrupting the USD 6B Indian beer industry, by creating a powerful new-age beer brand and innovating on taste profiles which is resonating extremely well with the millennials. The market has been dominated by United Breweries which controls ~50% of the market, followed by SAB Miller and Carlsberg (mainly Tuborg) at around 15-18% market shares each. Over the last 10 years, these brands have shown very limited innovation, and we see strong potential for a disruptor brand like Bira and sub-brand, Boom.

As one of the fastest growing beers in the world, Bira 91 has built a strong portfolio of essential beers and aims to drive the global shift in beer towards more colour and flavour. Bira 91 started as an on-premise play (relatively easier to penetrate for a craft beer brand), is now garnering 75% of its business from off-premise. This we believe is a strong validation of the brand given distribution is highly regulated and thereby controlled. The company has recently launched a mass segment brand called “Boom”, which we believe could be a game-changer and aid in creating larger scale for the company.

I am elated to have Sixth Sense Ventures as our investor along with Sequoia and Sofina. Feels good to have the backing of some of the finest minds in the business backing us. Sixth Sense does have deep experience and expertise in the sector and has seen the evolution of the alcoholic beverages space in India over a decade. We see strong value in this partnership, especially at a stage where we are accelerating to the next level of growth

Ankur Jain