Carlsberg goes local, plans JVs

Danish beer giant Carlsberg today launched its first locally produced Carlsberg All Malt Premium Beer aimed at the super premium beer category in India. Carlsberg is targeted at the urban Indian male between ages 25 and 35 and is available at Rs 35 for 330 ml and Rs 60 for 650 ml.

"Increase in purchasing power and growing popularity of beer makes India a market of high potential, with 15-30 per cent annual growth. We plan to launch Carlsberg in key metros across India creating a new category of super premium beer range. The focus will be on creating a strong presence in the metro cities before going to other markets," said Joakim Sande, managing director, Carlsberg India.

Carlsberg said it expected annual beer consumption in India to grow by more than 140 per cent by 2010. It said the per capita intake would grow to five to six litres a year over the next few years from the current levels of about a litre because of rising incomes.

Jesper Madsen, senior vice-president of Carlsberg Asia, said that he expected beer consumption in Asia to grow to 571 million hectolitres by 2010 from 466 million hectolitres at present.

Carlsberg has started operations with a brewery in Paonta Sahib, Himachal Pradesh, which has an annual capacity of 150,000 hectolitres.

It plans to start two more greenfield units with annual capacity of 500,000 hectoliters in Alwar, Rajasthan and Aurangabad (Maharashtra) by early next year.

Carlsberg executives said that their Asia strategy included inorganic growth options such as acquisitions and joint ventures.

Carlsberg and South Asia Breweries has appointed Pradeep Gidwani as managing director for the company's India operations. Gidwani will assume his responsibilities with effect from October 15. The company believes that India will emerge as the second-largest beer narket in Asia.