SABMiller sees overseas potential for Indus Pride

Balaji Narasimhan Bangalore | Updated on July 13, 2012

SABMiller, which is gearing up to re-launch its beer brand Indus Pride for the domestic market later this month, also plans to take it overseas.

“We had people from our US, Europe and Australian offices down recently and they see potential for the product outside India,” said Mr Derek Jones, Director Marketing, SABMiller India.

Indus Pride was originally introduced in 2008 and is now planning its second launch. The product is slotted as premium beer and a 330 ml pint bottle will cost Rs 80 in Karnataka after its launch there in August. The Mumbai and Pune launches happen next week.

Market research firm Euromonitor, which categorises beer as premium if it costs over Rs 120 for a 650 ml bottle, said that the market for premium beer in India grew over 12 per cent to 1,501.7 million litres in CY 2011 as compared to the previous year.

Domestic premium beer continues to rule in India, and accounted for 99 per cent of the premium beer market of Rs 21,457.63 crore in CY 2011. In rupee terms, the market grew 19 per cent in CY 2011 as compared to CY 2010.

Mr. Akash Sahu, General Manager, Brand Communications, SABMiller India, said that the company decided to create an Indian variant and spent 18 months on research. The product will be available in four variants based on fennel, cardamom, coriander and cinnamon and is being targeted at the 28-35 year age group, said Mr Jones.

Published on July 13, 2012

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