Wednesday, August 22

Indus Pride Indian Beer

Every time I teach my class at NYU, I learn something new from the students.  In fact, I learn more from them than they learn from me!

I recently had a student from India who educated us about the beer market in her home country.  Evidently, India is the fastest growing beer market in the world, having been pretty small until just recently.

Where's the growth coming from?  Women!  And flavors!

So as part of her "homework," my student briefly outlined the Indian beer market and highlighted a new brand called Indus Pride, part of the SABMiller portfolio of brands in India that includes global brands Foster's and Peroni.  The company isn't an overnight success by any means, and it's not just dedicated to India.  But it's getting a fair amount of press and recognition for what looks like a successful new product launch that is having pop culture impact.

What I love about this brand is their approach to flavors -- coriander, cardamom, fennel and cinnamon are various flavors that are each infused into the beer.  Pretty innovative.  Makes you want to try them all!  Such an incredible cultural fit ... by not just bringing in American or German beers into India, but by actually reinventing them for local preferences.  Pretty awesome.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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