India’s largest beer makers—United Breweries, AB-InBev, and Carlsberg—have formed the Brewers Association of India (BAI), supported by the World Brewing Alliance, to promote moderation and sustainability. This new body aims to expand the market size and foster innovation.
Globally, the beer industry produced 2,850 million hectolitres in 2022, with India contributing just one percent. Justin Kissinger, President and CEO of the World Brewing Alliance (WBA), emphasized the importance of brewers in bolstering local economies and thriving communities. He stated, “The Brewers Association of India will be essential in promoting moderate drinking, advancing our industry, and endorsing a product enjoyed nationwide.”
These three BAI partners dominate approximately 85% of India’s beer sales. Carlsberg runs seven breweries, United Breweries (a Heineken company) operates 19, and AB-InBev India has 10. Collectively, they directly and indirectly employ over 7,000 people in the country.
BAI will welcome other brewers, both domestic and international. Headquartered in Delhi, the Association will be led by Vinod Giri, the former head of the Confederation of Indian Alcoholic Beverage Companies (CIABC). Giri remarked, “Governments worldwide are shaping policies to guide consumers toward low-alcohol beverages like beer. BAI is an excellent platform to align India with the global consensus on moderate and responsible drinking.”
The global push for low-alcohol beverages aims to encourage moderate drinking habits. As a product brewed from barley and locally sourced ingredients, beer supports local supply chains and sustains thousands of millet and cereal farmers, many of whom operate in dry, arid regions—a focus area for the Indian government.
However, the industry in India faces challenges such as inequitable taxation, limited accessibility, and regulatory hurdles.
