Financial Daily from THE HINDU group of publications
Wednesday, Jan 07, 2004
Financial Daily from THE HINDU group of publications Wednesday, Jan 07, 2004 |
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Marketing
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Strategy Cobra beer to be locally produced Our Bureau
New Delhi , Jan. 6 COBRA Beer, the largest selling Indian beer in the UK, would be produced in India as well from this year onwards. According to Mr Karan Bilimoria, founder and CEO of Cobra Beer, the company has already tied-up with a brewery near Delhi, and is in talks with four more to contract manufacture Cobra range of beer in India, which is at present being imported from the UK. "We also intend to set up our greenfield plant in India for brewing beer in about 2-3 years' time near Hyderabad. This would require an investment of about $10 million (Rs 45 crore)," he said. Apart from catering to the Indian market, the locally produced Cobra beer would also be exported to neighbouring countries. Meanwhile, with the commencement of local production, the price points for Cobra beer, which is at present available for Rs 99 for a 330 ml bottle, would also be reduced significantly. "The prices would come down to below Rs 50. However, the pricing would remain premium when compared to other beer brands in the market," Mr Bilimoria said. Cobra Beer, which has an annual sales turnover of $100 million, is targeting selling a million cases per year in India within the next 2-3 years. The company is also in talks to add an Indian wine to its General Bilimoria range of wines.
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