Carlsberg entered India in May 2006 by incorporating a company named South Asia Breweries Pvt. Ltd. The name changed to Carlsberg India Private Limited on 23rd February 2009 to reflect the company as a part of the Carlsberg Group.
Carlsberg’s commercial operations started in June 2007 by the commencement of production at the Poanta Sahib brewery, in Himachal Pradesh, with the launch of Carlsberg in the premium-beer segment and Palone in the strong-beer segment in some markets of North India. The very first sale took place on June 2nd 2007 with Palone in Himachal Pradesh.
India is one of the fastest growing markets for the alcohol industry. As for the beer market, it has grown at 17% in the year 2010 and is forecasted to grow at 12 % CAGR going forward.
The ambition of the company in India is to be the fastest growing beer company in India. Carlsberg India is the number 3 player in the market within 5 years of operation.
Breweries and market expansion
In March 2008, Carlsberg expanded its operations with the opening of breweries at Alwar in Rajasthan and at Aurangabad in Maharashtra in August 2008. In its mission to reach out to more consumers two more breweries became operational at Kolkata in West Bengal, September 2009 and at Hyderabad in Andhra Pradesh in December 2010. With the Hyderabad brewery coming up, the last 3 years have seen 5 breweries being set up.
Keeping up pace with the brewery opening was the market expansion from 5 states in 2007 to 24 states in 2008 to 29 states to date.
2006 South Asia Breweries joint venture established
2007 In June, production begins at Poanta Sahib Brewery with the launch of Palone and Carlsberg Green
2008 The Brewery in Alwar becomes operational in March and in Aurangabad in August.
2009 The Company changes its name to Carlsberg India Private Limited and expands its capacity by opening its Brewery in Kolkata
2010 Carlsberg India inaugurates its fifth Brewery at Hyderabad
2011 'Carlsberg Elephant' and 'Palone 8' brands launched
Annual Per Capita Beer Consumption: 2 litres
Carlsberg Ownership: Carlsberg India is a subsidiary of the Carlsberg Group
Carlsberg Green, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Booster Strong, Palone 8
CEO Carlsberg South Asia:
Carlsberg India Private Limited
5th Floor, Paras Twin Towers, Tower B
Sector-54, Gurgaon, Harayana-122 002
Board number +91 124 4554444; Fax: +91 124 4554499
PR & Communications
Phone no: +91 124 4554418
DID YOU KNOW...
- With the launch of Tuborg Green and Tuborg Strong, Carlsberg India was the first in India to introduce innovative packaging in the form of a unique pull-off cap, which does not need a bottle opener. Tuborg Green also won the Ambrosia prize for best new-comer brand in 2009.
- Tuborg Strong won the bronze medal as an endorsement of its superior quality in the International Beer Competition in London in 2010.
- Tuborg Strong won 2 prestigious awards at the recently concluded Indspirit 2010 Awards, the ‘Connoisseurs Choice Award in the Beer Category’ & ‘New Product of the Year’. The award is a momentous victory for a brand that was introduced only in May 2010 in the India Beer Market.