In 2006 Carlsberg decided to enter India – by forming the Company named - South Asia Breweries Pvt. Limited, India via the joint venture by Carlsberg Group & associated companies. Later the Company changed it’s name to Carlsberg India Pvt. Limited with effect from 23rd February 2009 to reflect that the Company is part of Carlsberg Group from name itself.
The vision for Carlsberg in India is to be the leading player in the market across all segments by offering premium international quality products to the Indian consumers.
The Company’s commercial operations started in June 2007 by commencement of production at Himachal Pradesh brewery & launch of Carlsberg Group’s two international brands Carlsberg in ‘Super premium mild beer’ and Palone in ‘premium strong beer’ categories in limited markets of North India. Around same time, Company’s three Greenfield breweries construction started – Rajasthan, Maharashtra and West Bengal.
In 2008, Company’s Rajasthan brewery became operational in April 2008 and Maharashtra brewery became operational in August 2009. The Company focused to consolidate Brand Carlsberg and Brand Palone position by building strong network of distributors/promoters across country by entering in West, East and South regions. The Company pan India presence reached to 24 markets in 2008 from 5 markets in 2007. Also Company started emphasizing building of systems & processes by implementation of fully integrated ERP - Microsoft Navision.
In 2009, Company continue it’s massive operations scale-up in all areas – production, market expansion and brand launch. The West Bengal brewery became operational (Sept’09), making four breweries operational across North, West & East regions. Also Company started construction of it’s fifth brewery – Andhra Pradesh to cater South India market. The sales footprint expanded up to 28 markets (from 24 in 2008) – true pan India presence build on strong distribution network to consolidate top-line growth. The Company launched third brand – ‘Tuborg – Premium mild beer’ in Q1 – 2009. The Brand gained huge success – earned ‘Best new comer brand of the year 2009 award’ in India Alcobev Industry.
The Company, with the launch of Tuborg, successfully positioned three Carlsberg Group brands in their specific segments – Carlsberg in Super Premium Mild, Tuborg in Premium Mild and Palone in Premium Strong beer, with achievement of volume & value growth of around seven and three times in 2008 and 2009, respectively.
KEY DATES
2006 South Asia Breweries joint venture established
2008 The brewery in Rajasthan became operational
2009 Name change to Carlsberg India
KEY FACTS
Sites: 4
Total Beer Market: 15 mio hl
Annual beer consumption per person: 0.7 litres
Carlsberg Ownership: 45%
MANAGEMENT
|
Managing Director:
Søren Lauridsen |
Director of Finance:
Dheeraj Mishra |
|
 |
 |
CONTACT
Carlsberg India
Plot 52, Sector 32, Institutional Area
Gurgaon-122001, Haryana
India
Revised 2010