Indian beer market: challenges, solutions for growth

Bc. Kavit Pankajbhai Shah

Master's thesis

Abstract:

In the last ten years, the Indian beer industry has seen steady growth of 7 - 9 percent per year. The growth rate has remained steady in recent years, with volumes ranging from 70 million cases in 2002 to 155 million in 2008. With the global market experiencing low / stagnating growth in recent years, the Asia-Pacific region is now focused in particular. For example, in recent years, the Chinese beer market has grown at an amazing rate with many reasons. The brewing industry in China was one of the fastest modernizing industries and the Indian beer industry is all set too to mark the progress. As of now, the Indian beer industry is plagued by myriad taxes which vary from state to state as well. In fact, no two states or UTs have the same or even a similar policy. Despite recent growth, the beer industry still faces many challenges in India. I will address those challenges in detail in this thesis and solutions. I have also taken up a case study of one of the largest beer brands in India to showcase how any company can maintain profitability in its balance sheet amidst such challenges. In the end, there are certain assumptions and the evidence for why India is set for strong growth in beer consumption.

Keywords

Global beer market, Beer market in India, Brewing, Solutions, Challenges, culture change, Indian beer

Language used: English

Date on which the thesis was submitted / produced: 29. 11. 2020

Thesis defence

• Supervisor: doc. Ing. Petr Procházka, MSc. Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration