The Hindu Business Line : Cobra Beer bid to boost sales

The UK-based Cobra Beer is in talks with three contract brewers in India for sourcing its requirements, as it plans to increase its sales to around 1.5 million cases in two years.

Cobra Beer is also considering setting up a greenfield project in Andhra Pradesh. Cobra Beer's Regional Director, Mr Perses Bilimoria, said on Tuesday that the investment required for setting up such a project would be around $12 million. He, however, said that the company would have to start selling around 3 million cases per year to set up such a project. He said the company is in talks with a contract brewer each in the north, south and eastern parts of the country for sourcing beer. "To get to 1.5 million cases in another couple of years, we will need at least three more brewers," he said.

Cobra Beer has so far invested around $10 million in its Indian operations. The company has a tie-up with a contract brewer, Mount Shivalik in Rajasthan. The company currently sells over 2 lakh cases of beer every year. It also plans to launch a strong beer, King Cobra, in India soon. "We have already launched it in Europe and it is seeing good sales," he said.

According to a press statement from the company, Cobra Beer is one of the fastest growing beer brands in the UK. Cobra is exported to over 40 countries and its current retail turnover is around $151 million.