The company will launch its barley-based domestic lager Being Beer in Karnataka and Tamil Nadu by April

Bengaluru- Abhinav Jindal, founder and CEO of Kimaya Himalayan Beverages

Delhi-based beverages maker Kimaya Himalayan Beverages plans to enter the southern market next year. Abhinav Jindal, founder and CEO of Kimaya Himalayan Beverages, said it will launch its barley-based domestic lager Being Beer in Karnataka and Tamil Nadu by April 2024.

The product is currently present in five markets in North India including Delhi and Uttarakhand (their strongest market- Uttar Pradesh), and has recently entered Punjab and Chandigarh. “Our beer has been distinctive in the market because it is designed to meet the growing preference for stronger field beers with the characteristics of light beers, including flavor, aroma and aftertaste,” Jindal said.

He said that by developing a brand identity that is youthful and attractive among different demographics, the beer intends to meet the needs of consumers regardless of age, gender or location.

Since the company’s inception in September 2019, sales cases have grown from 1,25,000 to nearly 10 lakh by March 2023. It is highly focused on off-premises with 96 percent of retail sales.

Currently, Kimaya has an annual production capacity of one million cases, which is equivalent to approximately 200,000 hectares spread across various units. Last year, it utilized 100 percent of the contracted facility and produced 100,000 hectoliters. It has now doubled this capacity, aiming for 200,000 hectares, and we are monitoring potential additional expansion.

In terms of product portfolio expansion, Jindal said, “We are working on understanding consumer needs and targeting different market segments. The focus is on creating beer for the premium end of the market, that is truly craft and excellent in style and quality. We are also developing wine-based beverages to meet consumer preferences.”