In a strategic move to conquer new territories, Kimaya Himalayan Beverages, a prominent Delhi-based beverage manufacturer, is set to storm the southern markets with its homegrown barley-based lager, BeeYoung beer. The Founder and CEO of the company, Abhinav Jindal, disclosed plans to introduce BeeYoung in Karnataka and Tamil Nadu by April 2024, marking a significant expansion for the brand.
Kimaya Himalayan Beverages has already made its mark in five North Indian markets, including strongholds like Delhi and Uttarakhand, Uttar Pradesh, and recently stepping foot in Punjab and Chandigarh. The BeeYoung beer, renowned for its unique blend that combines the strength of a field beer with the lightness of a traditional brew, has been a distinctive player in the market.
Abhinav Jindal emphasized the brand’s commitment to creating a youthful and universal identity, catering to consumers of all ages, genders, and locations. He highlighted the beer’s appeal, not only in terms of taste but also in its aroma and aftertaste, ensuring a holistic experience for the consumers.
Since its inception in September 2019, Kimaya Himalayan Beverages has witnessed an impressive surge in sales, skyrocketing from 1,25,000 cases to approximately one million by March 2023. The brand has predominantly focused on off-premise sales, capturing a significant 96% of retail transactions.
Currently boasting an annual production capacity of one million cases, equivalent to around 200,000 hectoliters spread across various units, Kimaya has recently doubled its capacity to meet the growing demand. The company is also exploring potential additional expansion opportunities.
Abhinav Jindal shed light on the company’s future plans, stating, “We have been working on understanding consumer needs and targeting various market segments. There’s a focus on creating a premium craft beer that excels in style and quality. Additionally, we are venturing into the development of wine-based beverages to cater to evolving consumer preferences.”
Kimaya Himalayan Beverages, with an initial investment of Rs 15 crore, has successfully launched two beer brands – BeeYoung and Yavira. Since its establishment, the company has achieved a turnover of Rs 25 crore, showcasing its rapid growth and market penetration.
The brainchild behind BeeYoung, Abhinav Jindal, expressed his vision of developing a beer brand deeply rooted in Indian culture, aiming to fill the gap in the market for crafted strong beers. Backed by more than 15 years of experience in liquor distribution and retailing, Jindal identified the niche for strong lagers, leading to the creation of BeeYoung.
Highlighting the intricate manufacturing process, Jindal detailed the meticulous sourcing of raw materials from across the globe. Malted barley from Argentina, hops from Europe, specifically Slovenia and Czech, Sortex rice from Haryana, Punjab, and Uttarakhand, and water from the Bhakra canal collectively contribute to the distinctive taste and quality of BeeYoung beer.
As Kimaya Himalayan Beverages prepares to embark on its southern journey, beer enthusiasts in Karnataka and Tamil Nadu eagerly anticipate the arrival of BeeYoung, ready to savor the unique blend that sets it apart in the thriving Indian beer landscape.