CARLSBERG INDIA PVT LTD IN

ALCOHOLIC DRINKS (INDIA)

Euromonitor International
March 2012

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CARLSBERG INDIA PVT LTD IN ALCOHOLIC DRINKS (INDIA)

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LIST OF CONTENTS AND TABLES

Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1

Carlsberg India Pvt Ltd: Key Facts ............................................................... 1

Company Background .................................................................................................................. 1

Production .................................................................................................................................... 2
Competitive Positioning ................................................................................................................ 2
Summary 2

Carlsberg India Pvt Ltd: Competitive Position 2011 ..................................... 2

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CARLSBERG INDIA PVT LTD IN ALCOHOLIC DRINKS (INDIA)

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CARLSBERG INDIA PVT LTD

STRATEGIC DIRECTION
Tap the strong beer market in India with the launch of Carlsberg Elephant as well as
strengthen its brand Tuborg Strong. The company is working on creating a super premium
beer segment in India.
The company plans to be a leading player by bringing international quality brands to the
Indian market.

KEY FACTS
Summary 1
Carlsberg India Pvt Ltd: Key Facts
Full name of company:
Carlsberg India Pvt Ltd
Address:

Plot 52, Sector 32, Institutional Area, Gurgaon

122001, Haryana, India

Tel:

+91 (124) 4554 444; +91 (124) 4554 408

www:

www.carlsberggroup.com

Activities:

Beer

Source:

Company website, trade interviews

COMPANY BACKGROUND
Carlsberg India Pvt Ltd was known as South Asia Breweries Pvt Ltd until 2008. South Asia
Breweries Pvt Ltd, a joint venture between Carlsberg A/S (which owns 45% of the venture)
and other investors, including Lion Brewery Ceylon of Sri Lanka, was formed in 2006.
The company launched domestically-produced versions of its international lager brands
Carlsberg and Okocim Palone in September 2007 in select states in India, and rolled out
these brands to 21 Indian states as of 2009.
In 2007, the company acquired a brewery in Himachal Pradesh and went on to expand its
production capacity with the addition of greenfield breweries in Maharashtra, West Bengal
and Rajasthan in 2008.
In December 2010, the companys fifth brewery in Medak (Andhra Pradesh), with a production
capacity of four million litres per month, started operations. This brewery will form the base for
the companys South India operations and will also cater to East Indian states such as Orissa
and Chattisgarh.
In September 2011, the company entered the super premium beer segment by launching
Carlsberg Elephant. This was the second introduction in the strong beer segment by the
company as Indians have a liking for strong beers.
Carlsberg owns 90% of its Indian operations after it bought out its partner, Sri Lanka's Lion
Brewery Ceylon, which is exiting to focus on its home market. Carlsberg has bought back a
22.5% stake in its Indian beer subsidiary from Sri Lanka-based Lion Brewery Ceylon.

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CARLSBERG INDIA PVT LTD IN ALCOHOLIC DRINKS (INDIA)

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PRODUCTION
The company has five breweries, located in Medak (Andhra Pradesh), Kolkata (West Bengal),
Paonta Sahib (Himachal Pradesh), Alwar (Rajasthan) and Aurangabad (Maharashtra).

COMPETITIVE POSITIONING
Carlsberg India is an emerging player in beer in India, and ranked third in 2011, with a total
volume share of 4%. The company launched three international brands in India: Carlsberg;
Okocim Palone; and Tuborg ( Premium Beer and Tuborg Green Genuine Quality Premium
Beer) between 2007 and 2009.
Carlsberg India showed the highest increase in its volume sales in 2011increasing from 65
million litres to 84.5 million litres. This was mainly due its success with the Tuborg brand. The
company offers beer which tastes like imported beer at an Indian price. The launches were on
a music and fun platform which were quite successful.
Over 2009-2011 the company saw robust growth in its share in beer, albeit from a small base.
The rising consumer awareness of international brands, as well as extensive marketing and
promotions activity, have enabled the company to build strong brand recall for Carlsberg and
Okocim Palone in India.
With its focus on international lager brands, the company is well positioned to leverage the
growing interest in international beer brands in India.
The company has a narrow product portfolio, consisting of five brands which are all domestic
premium lager brands. Of the five, Carlsberg and Tuborg Green are mild lagers, while Tuborg
Elephant, Tuborg Strong and Okocim Palone are strong lagers.
Summary 2
Product type

Carlsberg India Pvt Ltd: Competitive Position 2011

Total volume share
Rank

Domestic premium lager

Source:

5.6%

Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

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