We, at NPCS, have identified Indian beer industry as an industry with sound investment opportunities for entrepreneurs. Through this report we will help you understand the market potential of beer in India and will lay a roadmap for investment in the sector.
1.1 Introduction to Indian Beer Industry
Although Indian Alcohol Industry has been dominated by stronger spirits (IMFL), but over the years beer has made a mark in the industry and has been able to make its presence felt. Bubbling with enthusiasm and high on growth wave, Indian Beer Industry has been a magnet for many international players. The industry which once offered limited varieties today has left the beer lovers bewildered with varieties and qualities on offer.
Indian Alcohol industry is basically comprised of IMFL (Indian made foreign liquor), beer and country liquor. The chart below demonstrates the volume as well as value wise share of various segments in the alcohol industry.
Figure 1 Indian Alcohol Industry- Segmentation by Value
Figure 2 Indian Alcohol Industry- Segmentation by Volume
Source: NPCS Research
Indian liquor market is dominated by IMFL at 70% whereas beer holds 11% and country liquor holds 19% of the market. But in terms of volume IMFL is 36%, beer 33% and country liquor 31%.
Beer is a rapidly expanding segment in the Indian Alcoholic Beverages industry. It is the third largest market and second fastest growing market in the Indian alcoholic beverages industry. Beer market has been segmented into strong beer and mild beer on the basis of their alcohol content.
Beer industry in India has been experiencing growth rates of about 10% in the past decade. Although India isn’t a typical beer gulping nation but the winds of change might just be around the corner with growth projections of the industry hovering at much higher levels.
Change in demography, a better standard of living and a myriad of choices that 21st century Indian enjoys, beer industry is expected to grow in double digits in the coming years. Its consumption in India has increased into double digits in last decade.
1.2 Product Details
This segment covers details of the product, herein Beer.
1.2.1 Product Definition
Beer is an alcoholic beverage usually made from malted cereal grain (as barley), flavored with hops, and brewed by slow fermentation. Most beer is flavored with hops, which add bitterness and act as a natural preservative, though other flavorings such as herbs or fruits may also be included. The process of preparing beer is called brewing.
1.2.2 Product Classification
Beer can be classified on the basis of two points- fermentation process and alcohol content (Alcohol by volume).
On the basis of fermentation process:-
Ale: When the beer is fermented using top-fermenting yeasts, it is called ale. Ales have a slightly sweet or fruity taste as compared with lager. The fermentation process of ale is typically carried out at 15-25 degree Celsius. The temperatures at which ales are fermented are higher than that for lagers.
Lager: When the beer is fermented using bottom fermenting yeasts for relatively longer durations and at a lower temperature, it is called lager. Lagers have a bitter taste compared to ales. Typically, lager is fermented at 6-12 degree Celsius.
On the basis of Alcohol By Volume (ABV):-
Strong Beer: Beer with alcohol content of >5%
Mild Beer: Beer with alcohol content of