10 Oct - Indus Pride has been created by SABMiller to grow the mild beer (5% ABV or below) segment of the Indian market; which is particularly popular in the major cities - Delhi, Mumbai, Bangalore and Hyderabad.
The beer industry in India, which is dominated by the strong beer category, has seen 17% CAGR growth in the last 5 years with the mainstream segment growing at 21%. Within mainstream, the mild category has been growing at 13%.
Indus Pride is made with100% barley malt, in contrast to its largest competitors in the category.
The beer will be unveiled in Rajasthan in one of the biggest beer launches India has seen. The launch will be followed by a phased rollout across the country.
SABMiller India’s Managing Director, Jean-Marc Delpon de Vaux, says: “In order to retain and build on our strong position in India, we wanted to launch a mainstream, mild beer which has the ability to compete nationally. We believe that the introduction of Indus Pride gives us the comprehensive national portfolio needed for long term success in India.
Indus Pride celebrates the richness and passion of India and will appeal to Indians’ innate pride in their culture using platforms such as cricket and Bollywood.”
SABMiller is also launching a non-alcoholic brand extension, which will be supported through advertising.