The Ken is launching a Southeast Asia edition soon. Join the waitlist to get early access

Bira-1.jpg

Boom or bust

Hold my Bira: Can Boom make the craft beer brand great again?

Bottled craft beer pioneer Bira is starting to look a bit pint-sized compared to its former self. And so, it’s reinventing. With a new mass-market product called Boom, Bira seems to be sidestepping pricey watering holes to sit down at Kingfisher’s table. But is there room?

09/05/19

Harveen Ahluwalia

For a brand that was planning to break-even by FY19,  Bira doubled its consolidated losses in FY18

To increase its revenue, the company has launched a mass-market beer brand called Boom

Boom will compete with the likes of low-priced Kingfisher and Tuborg

In a bid to bail itself out of a tough market, Bira may have ventured into a tougher one

Want to read a free 200 word summary?

Somewhere along the way, Bira just stopped being itself.

An unorthodox, low-bitterness craft beer brand, Bira 91 started out in 2015 challenging everything that beer had stood for in India.

Read the full story. Subscribe now.

Also read our exhaustive coverage about Future of Retail, Ride Sharing and Oyo

Why subscribe? Let us explain.

Already Registered?

Related stories

More stories in /Business & /Reportage

See all in Reportage, Startups & Technology

This story is for subscribers only.
or

Read the full story. Subscribe now.

Also read our exhaustive coverage about Future of Retail, Ride Sharing and Oyo

Why subscribe? Let us explain.

The selected story is available only for paid subscribers. Might want to change your mind!

Subscribe now

Already Registered?

Questions?

What is The Ken?

The Ken is a subscription-driven media site. We write one story a day (weekdays only). These stories have sharp, original insights on technology, business, science and healthcare from India.

Why do I have to sign up to read your stories?

Our stories are not free. Well, some select stories are. But, a significant part of what we write at The Ken is for subscribers only. We put in a lot of effort and resources in writing our stories and believe that you must pay for good journalism.
Hence, our three plans. 1) The annual membership
2) The free sign up
3) The recurring quarterly subscription

On journalism and why you should pay for it, if you haven’t already seen it, here’s a great explainer from John Oliver.

So, one must pay for journalism?

Yes.

How many stories will I get if I take an annual membership?

915+ stories.

And, in the free sign up?

Four stories every month.

Do I get a refund?

We allow you to sample our journalism for free before signing up, and after you do, we stand by its quality. But we do not offer refunds.

I am not getting my daily emails. Do I have to whitelist emails from The Ken?

An added benefit of your subscription (free/paid) are the daily personalised emails. These emails, at times, might end up in your spam/junk folder due to emojis, attachments or images. In case you’re not receiving these emails, it might help to whitelist us. If the problem still persists, write to us at [email protected].

Why am I unable to access the archives?

Full and unrestricted access to our archives is a feature of our annual membership.

My payment is not going through, what can I do?

Please write to us at [email protected] detailing the payment error or queries.

See all FAQs

    See all results for Ken

    No results found for Ken.