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In today’s market, where convenience is the king, it's getting increasingly possible to get almost everything under the Sun home-delivered in urban India. But not the alcohol! Now, major players like <keyword id="19896956" type="General" weightage="20" keywordseo="Swiggy" source="keywords">Swiggy</keyword>, Zomato, <keyword id="20069203" type="General" weightage="20" keywordseo="Blinkit" source="keywords">Blinkit</keyword>, and BigBasket are eyeing this lucrative opportunity, ready to transform the way we enjoy our evenings (or feed our vices depending on how one takes it). As regulations offer hopes of loosening with the rising consumer demand, the question on everyone's mind is: will <keyword id="22432889" type="General" weightage="100" keywordseo="alcohol-home-delivery" source="keywords">alcohol home delivery</keyword> become the new norm? As per the media reports, the quick commerce platforms might soon start delivering low-alcohol drinks like beer, wine, and liqueurs, at least in some parts of the country. A report from the Economic Times reveals that states like New Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala are thinking about trying out this service. Industry executives say that authorities are currently looking at the advantages and disadvantages of allowing alcohol deliveries. <h2>State authorities collecting feedback</h2>State authorities are reportedly collecting views from <keyword id="22432890" type="General" weightage="20" keywordseo="instant-delivery-platforms" source="Orion">instant delivery platforms</keyword> and spirit manufacturers for assessing the pros and cons of delivering low-alcohol liquors. "This is to cater to a growing expat population, especially in larger cities, changing profiles of consumers who perceive moderate alcohol-content spirits as recreational drinking along with meals, and women and senior citizens who have flagged buying from traditional liquor vends and shop-front experiences as unpleasant," one of the executives told Economic Times. According to the ET report, only Odisha and West Bengal allow home delivery of alcohol at the moment. During the COVID-19 lockdown, Maharashtra, Jharkhand, Chhattisgarh, and Assam also allowed it temporarily, and it was successful despite some restrictions and hurdles. <div type="Article" hostid="261" msid="111758782" title="Zomato and Swiggy increase platform fee by 20% – food deliveries to get costlier" mstype="2" mssubtype="0"></div> <h2>Enthusiasm grows across sectors</h2>Retail industry executives say that online alcohol deliveries have increased sales by 20-30% in West Bengal and Odisha. Although the idea of online home delivery of liquor faced several challenges including political backlash and pressure from physical retail bodies. For now Swiggy and Spencer’s retail delivers spirits in West Bengal. Dinker Vashisht, vice president of corporate affairs at Swiggy said “Online models ensure end-to-end transaction records, age verification and adhere to limits. Further, online tech stacks synchronise with regulatory and excise requirements, ensuring adherence to timings, dry days and zonal delivery guardrails” Beer manufacturers like United Breweries and AB InBev are also interested in this concept, an industry executive told ET. “Beer blends more with grocery shopping, especially for consumers in big cities, and needs to be chilled, which limits its visibility in liquor vends.” In 2020, AB InBev started Beerbox, a platform that listed places delivering alcohol within a 3-4 km range. This was after Maharashtra temporarily allowed home deliveries during the pandemic. Overall, as regulations, consumer demand, and the capacity of online quick-commerce platforms align, the days of cancelling the evening plans to avoid stepping out to buy alcohol might soon be behind us. SEE ALSO: <a href="https://www.businessinsider.in/business/news/jio-financials-gets-rbi-nod-to-become-core-investment-company/articleshow/111677548.cms" data-type="tilCustomLink" target="_blank">Jio Financials gets RBI nod to become Core Investment Company</a>

Will alcohol home delivery be a reality soon? Swiggy, Zomato, and Blinkit smell an opportunity

<ul><li>Kerala’s <keyword id="6958454" type="UNKNOWN" weightage="20" keywordseo="liquor-home-delivery">liquor home delivery</keyword> app, BevQ, has fallen to a 2.1 rating on the <keyword id="6369511" type="UNKNOWN" weightage="20" keywordseo="google-play-store">Google Play Store</keyword>. </li><li>Even though BevQ was able to garner more than 100,000 downloads in less than 24 hours, many users have since reported multiple glitches in its functioning.</li><li>From issues of OTP generation to liquor delivery time slots on being available been 3:45 am to 9:00 am, more than 60% of the BevQ’s reviews at rated 1-star.</li></ul>Kerala’s liquor home delivery app, BevQ, has fallen from grace in record time. Currently, it holds a 2.1 rating on the Google Play Store with more than 60% of its over 30,000 reviews giving it only 1 star. BevQ was launched with a lot of fanfare by Kerala Excise Minister TP Ramakrishnan on May 26 as a way of avoiding overcrowding at alcohol shops. It even crossed over one lakh downloads in less than 24 hours of going live. In the past four days, it’s been downloaded over a million times. However, since then users have reported multiple glitches with the app from the receiving OTPs on time to delivery slots being switched out with any alerts. “I keep receiving messages that ‘something went wrong’ after I have added my name, cellphone number and pin code,” complained one user. <div type="twitter" handle="JimmyGeorgeMum" handlename="Jimmy George" image="http://pbs.twimg.com/profile_images/1144262559249379332/AP3N73Uw_normal.png" favoritecount="0" retweetcount="0" status="@CMOKerala @vijayanpinarayi sir please scrap the BevQ app. It's not serving any purpose. There are queues everywher… https://t.co/DPraICcJeF" createdat="1590903725000" id="1266968170549501955"></div> "In order to maintain the social distancing especially in this COVID scenario this app will be usable and the client can book a queue number and token for assuring his place in the queue in the specified time slot," the app description on Google Play reads. Yet users report that the only ‘time slot’ that’s available is between 3:45 am and 9:00 am even though government guidelines dictate that bookings should only be available between 6:00 am and 10:00 pm. <div type="twitter" handle="dineshbagavath" handlename="dinesh bagavath" image="http://pbs.twimg.com/profile_images/1037453578401505281/YBlF6ggk_normal.jpg" favoritecount="0" retweetcount="0" status="Hi guy's I am from Munnar located in kerala. Government of kerala have launched a app for selling alcohol Tried it… https://t.co/swIzqiF23S" createdat="1590853259000" id="1266756498371182593"></div> Even if a user concedes to booking between the available timeslot the app shoots back saying, ‘token not available’. One of the lucky few who was able to book a time slot said, “When booked you get a far away outlet. Instead of using the nearest location, the app is using the nearest pin code.” <div type="twitter" handle="TKuttappi" handlename="Dr.Thavalappi (MBBS,MD)" image="http://pbs.twimg.com/profile_images/1253334077421191168/oMb8uWPc_normal.jpg" favoritecount="22" retweetcount="0" status="Is there anyone here on twitter who has got an OTP from the BevQ app ? If yes, please take a Sikkim lottery and M… https://t.co/jhUDJAiYz4" createdat="1590851984000" id="1266751154349846529"></div> The app is built by a Kochi-based startup called Faircode Technologies Limited, which claims to have <a href="https://www.faircodetech.com/">256 clients</a> on its site. Yet, three days into the launch of the app many of the issues remain unresolved. Users on Twitter and Facebook have been trolling the apps for its false promises. The spokesperson for the company has said that they’re working on resolving the issues with some external help. SEE ALSO: <a href="https://www.businessinsider.in/india/news/coranavirus-cases-in-kerala-news-and-updates/articleshow/74775194.cms">Coronavirus cases in Kerala news and updates</a> <a href="https://www.businessinsider.in/india/news/woman-dies-of-covid-19-in-kerala-toll-rises-to-ten-61-new-cases-reported/articleshow/76124098.cms">Woman dies of COVID-19 in Kerala, toll rises to ten; 61 new cases reported</a> <a href="https://www.businessinsider.in/tech/apps/news/remove-china-apps-races-to-1-million-downloads-within-two-weeks-as-anti-china-sentiment-gains-momentum/articleshow/76128369.cms">‘Remove China Apps’ races to 1 million downloads within two weeks as anti-China sentiment gains momentum</a>

BevQ, Kerala’s liquor home delivery app, is ‘on the rocks’ with a 2.1 rating on the Google Play Store

<ul><li>BevQ, a virtual queue management <keyword id="10594073" type="UNKNOWN" weightage="20" keywordseo="app-for-bars-and-liquor-stores">app for bars and liquor stores</keyword>, saw the highest growth in year-on-year sessions within Indian food and drink apps, according to App Annie.</li><li>The app even beat the likes of Domino’s, which is used across India. Domino’s ranked second.</li><li>Interestingly, the Chhattisgarh-state run CSMCL (Chhattisgarh State Marketing Corporation Limited) Online, which enabled the home-delivery of alcohol in the state, came in at the fifth position.</li></ul>In May 2020, the state of Kerala announced that liquor shops would reopen after being shut for two months due to the coronavirus pandemic. Along with the announcement, a new app also surfaced, BevQ, a virtual queue management app to enforce social distancing. And in the eight months that followed, the app, which works only in the state of Kerala, beat all other Indian food and drink apps in 2020 to see the highest growth in year-on-year sessions, according to the State of Mobile 2021 report by App Annie. The app even beat the likes of Domino’s, which is used all across India. Interestingly, the Chhattisgarh-state run CSMCL (Chhattisgarh State Marketing Corporation Limited) Online, which enabled the home-delivery of alcohol in the state, came in at the fifth position. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Food and Drink apps ranking (According to number of sessions) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BevQ </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Domino’s Pizza India </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Fresh to Home </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Swiggy Stores Vendor App </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">CSMCL Online </td></tr></tbody></table>Source: App Annie “While use of food delivery apps often peaked near the beginning of the pandemic in most markets, India had an initial decline due to logistical impacts before rising again in the summer,” said the report. BevQ was developed by the Kerala-based FairCode Technologies and was also one of the apps chosen by a committee chaired by the IT secretary and the Kerala Startup Mission. The app issues tokens and time slots for people to buy alcohol from bars and restaurants. BevQ, which got over a lakh downloads within hours of its launch, found its place in the App Annie ranking even when bars and liquor stores in Kerala had opened only partially in May 2020 before being shut down again due to the COVID-19 pandemic. The stores across the state reopened only in December 2020. However, the app has also been reported to have multiple <a href="https://www.newindianexpress.com/states/kerala/2020/may/30/bevq-flops-again-govt-explores-other-options-2149790.html">technical glitches</a> during its launch. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/the-indian-government-may-call-whatsapp-to-explain-why-its-new-data-sharing-terms-apply-in-india-but-not-in-europe/articleshow/80262586.cms">The Indian government may call WhatsApp to explain why its new data privacy policy applies in India but not in Europe</a>

A liquor sale queue management app in Kerala beat all other Indian food and drink apps in 2020

<ul><li>Kerala is discouraging public gatherings but is yet to shut down its liquor shops.</li><li>People waiting in queues outside these state-run establishments are being directed to stand at least a meter apart by the local authorities.</li><li>One man who tried to petition the Kerala High Court for home delivery of alcohol was fined ₹50,000.</li></ul>Coronavirus may be on the prowl but Kerala isn’t shutting down its liquor shops — and demand doesn’t seem to be shrinking either. The one thing that has changed is social distancing. People standing in queues outside state-run establishments are maintaining a distance of a few feet between them to reduce the chance of an infection. A few videos also surfaced of guards asking people to maintain at least a meter of space between them. <div type="javascript" title="Facebook" contenttype="Image"><cdata><![CDATA[

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 However, some reports suggest that the videos of social distancing at liquor stores is only optics. Reporters with <a href="https://www.thenewsminute.com/article/covid-19-videos-social-distancing-kerala-liquor-shops-just-optics-120723">TNM</a> saw a very different picture on the ground. One brave soul petitioned the Kerala High Court to make way for the home delivery of alcohol. Instead, he was slapped with a ₹50,000 fine as per <a href="https://www.livelaw.in/news-updates/online-liquor-delivery-to-home-154132">LiveLaw</a>’s report. The case for home delivery of alcohol The petitioner argued that since alcohol shops were crowded during peak hours, it’s not safe for him to go out and actually buy what he needed. Instead, he suggested alternative ways in which delivery would be feasible during the Coronavirus outbreak. 
 <div type="image" title="kerala3_edited" msid="74732924" hostid="261" caption="&amp;lt;p&amp;gt;Liquor bottles being arranged at the renovated BEVCO outlet on the power house&amp;lt;/p&amp;gt;"></div>



 However, Judge Nambiar was not amused. “It is with a deep sense of exasperation and a tinge of disgust that I write this judgment,” he said. “The petitioner's conduct in filing this frivolous petition at a time like this, while making a mockery of the salutary concept of access to justice — which this institution strives to guarantee — also ridiculous the functioning of this noble institution,” he added before instructing the petitioner to address the costs and send them to the Chief Minister’s Distress Relief Fund. Liquor makes the government money Even though the state government has called for people to avoid leaving the house and restrict public gatherings — there is no plant to shut down liquor shops. Revenue from liquor sales in a major source of income for Kerala. 
 <div type="image" title="kerala4_edited" msid="74732939" hostid="261" caption="&amp;lt;p&amp;gt;Staff unloading liquor bottles at a bar in Kozhikode&amp;lt;/p&amp;gt;"></div>



 During 2018-19, sales reached an all-time high of ₹14,508 crore, which means the government gets a cut of around ₹2,521 crore as excise duty. Sources at the Kerala State Beverages Corporation told the <a href="https://www.deccanherald.com/national/south/covid-19-keralas-liquor-shops-open-for-revenue-813994.html">Deccan Herald</a> that despite the emergency around Coronavirus, there hasn’t been much of a fall in liquor sales. Others within the government feel that the shutting down of liquor shops may trigger alcoholics to drink copious amounts of alcohol in the name of stocking up before stores shut down. This could lead to a more dangerous situation, sources told <a href="https://economictimes.indiatimes.com/news/politics-and-nation/coronavirus-scare-social-distancing-for-keralas-tipplers/articleshow/74731096.cms">ET</a>. To ensure that necessarily precautions are taken, local authorities have posted additional guards at every Indian-made foreign liquor outlet to enforce social distancing. The police have distributed masks, gloves and hand sanitizers for the staff at these shops. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[

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 See also: <a href="https://www.businessinsider.in/india/news/while-pm-modi-called-for-a-janata-curfew-the-kerala-government-implemented-some-serious-steps/articleshow/74717250.cms">While PM Modi called for a 'janata curfew', the Kerala government implemented some serious steps</a> <a href="https://www.businessinsider.in/india/news/coronavirus-updates-in-india-and-steps-taken-by-narendra-modi-government/articleshow/74723667.cms">A look at Indian government response to coronavirus, so far, shows some quick reactions but not enough foresight</a> <a href="https://www.businessinsider.in/india/news/stages-of-coronavirus-and-how-they-determine-the-status-of-a-country/articleshow/74728639.cms">Stages of Coronavirus and how they determine the status of a country</a>

Coronavirus isn’t shutting down liquor shops in Kerala, and cheeky home delivery suggestions earn a ₹50,000 fine

(Eds: Minor edit in headline) New Delhi, May 17 () Liquor makers have urged the Kerala government to not impose additional sales taxes on the Indian made foreign liquor (IMFL) which already attracts steep levies of up to 240 per cent in the state. In a letter to the Kerala government, the Federation of Alcohol Beverage Producers (India) has noted that IMFL is paying high taxes of up to 240 per cent in Kerala in comparison to imported liquor which is taxed at 88 per cent. "As a result, a product of same quality sells at Rs 2,600 if made in India compared to Rs 1,600 if imported," said the association in a letter to the state government. The association further said that the state government is expected to impose an additional sales tax of 35 per cent on IMFL, and not on imported liquor. "This is in our view is taking the matter to bizarre proportions. Just to give you a reference after this the tax difference between the two will go to an incredible 189 per cent. Instead of rectifying the error, the Government is further compounding it," the association's Director-General Vinod Giri said. Recently, several state governments imposed additional taxes on liquor while allowing sales in the third phase of the lockdown. Liquor sales remained suspended for more than 40 days in the first two phases of the lockdown to contain coronavirus panedmic, hitting state revenue. "We reiterate our earnest request to review the Excise Policy of Kerala and issue necessary amendments to remove blatant discrimination in favour of imported products," the association said. Earlier, alcoholic beverages industry bodies had said that levy of additional taxes on liquor by several state governments, as high as 75 per cent, will be counterproductive in the long run. States like Andhra Pradesh, Delhi and West Bengal have imposed 75 per cent, 70 per cent and 40 per cent additional levy respectively on liquor, which resumed window sales from May 4 after a gap of almost 40 days in during the ongoing lockdown. KRH MRMR

Liquor makers urge Kerala Govt not to impose additional sales tax on IMFL

New Delhi, May 17 () Liquor makers have urged the Kerala government to not impose additional sales taxes on the Indian made foreign liquor (IMFL) which already attracts steep levies of up to 240 per cent in the state. In a letter to the Kerala government, the Federation of Alcohol Beverage Producers (India) has noted that IMFL is paying high taxes of up to 240 per cent in Kerala in comparison to imported liquor which is taxed at 88 per cent. "As a result, a product of same quality sells at Rs 2,600 if made in India compared to Rs 1,600 if imported," said the association in a letter to the state government. The association further said that the state government is expected to impose an additional sales tax of 35 per cent on IMFL, and not on imported liquor. "This is in our view is taking the matter to bizarre proportions. Just to give you a reference after this the tax difference between the two will go to an incredible 189 per cent. Instead of rectifying the error, the Government is further compounding it," the association's Director-General Vinod Giri said. Recently, several state governments imposed additional taxes on liquor while allowing sales in the third phase of the lockdown. Liquor sales remained suspended for more than 40 days in the first two phases of the lockdown to contain coronavirus panedmic, hitting state revenue. "We reiterate our earnest request to review the Excise Policy of Kerala and issue necessary amendments to remove blatant discrimination in favour of imported products," the association said. Earlier, alcoholic beverages industry bodies had said that levy of additional taxes on liquor by several state governments, as high as 75 per cent, will be counterproductive in the long run. States like Andhra Pradesh, Delhi and West Bengal have imposed 75 per cent, 70 per cent and 40 per cent additional levy respectively on liquor, which resumed window sales from May 4 after a gap of almost 40 days in during the ongoing lockdown. KRH MRMRMR

Liquor makers urges Kerala Govt not to impose additional sales tax on IMFL

Oropharyngeal swabs (OPS), nasopharyngeal swabs (<keyword id="118491" type="General" weightage="80" keywordseo="nps" source="Orion">NPS</keyword>) and urine samples should be considered as critical specimens for monkeypox diagnosis in cases with no active skin lesions, an <keyword id="6364396" type="General" weightage="100" keywordseo="icmr" source="Orion">ICMR</keyword> study said. It said the first fatal case of monkeypox in India from <keyword id="28504" type="General" weightage="80" keywordseo="kerala" source="Orion">Kerala</keyword> highlights the importance of maintaining a high index of suspicion to diagnose the viral disease in those presenting with atypical manifestations, exanthematous fever with epidemiological linkage from endemic or outbreak countries. The study, 'A fatal case of monkeypox virus infection from Kerala, India, 2022' has been published as pre-print on September 14 and has not been peer reviewed. So far, 11 cases of monkeypox have been reported in India -- five from Kerala and six from Delhi. A 22-year-old apparently immunocompetent male with no significant past medical history was admitted in an unconscious state to a private hospital in Kerala following a single episode of acute onset generalised tonic-clonic seizures, the study stated. The patient developed fever and headache on July 15 while in the UAE, followed by development of painful right inguinal lymphadenopathy with pus discharge, for which he had sought medical care on July 19. He was partially relieved of his symptoms and returned from the UAE to Kerala on July 21. He played football on July 23, which led to worsening of pain in right inguinal area for which he consulted a surgeon on July 25 in Kerala and was diagnosed to have hidradenitis suppurutiva. He continued to report fatigue and low-grade fever which was not associated with persistent headache, alteration of sensorium, loss of appetite or weight. On July 26, he had a fever spike followed by generalised tonic clonic seizure. Serological tests for HIV, <keyword id="65371" type="General" weightage="80" keywordseo="hepatitis-b" source="Orion">Hepatitis B</keyword>, Hepatitis C and syphilis were negative. At presentation, he had neutrophilic leucocytosis with normal hepatic and renal function. Over the next 48 hours he developed coagulopathy and acute kidney injury, the study said. On July 28, the patient developed features of worsening cerebral edema and was intubated and mechanically ventilated. Despite anti-cerebral edema measures, he progressed to brainstem dysfunction and succumbed on July 30. Just before his death, his relatives obtained a test result from the UAE, which showed that he had tested positive for <keyword id="14203806" type="General" weightage="80" keywordseo="mpxv" source="Orion">MPXV</keyword> in the UAE on July 19, the study stated. "This is the first fatal case of monkeypox reported from India. This case highlights the importance of maintaining a high index of suspicion to diagnose MPXV in those presenting with atypical manifestations, exanthematous fever with epidemiological linkage from monkeypox endemic or outbreak countries. "The OPS/NPS specimen as well as possibly urine specimens should be considered as the critical specimens for MPXV diagnosis in cases with no active skin lesions. In conclusion, the overall findings of the case and the history confirm the case to be monkeypox," the study stated. A total of 15 fatalities have been reported globally from endemic and non-endemic countries in 2022, it said. The current outbreak of monkeypox had been largely limited to the community of men who have intercourse with men primarily with multiple bisexual or homosexual partners, the study stated. The vast majority of the cases infected with monkeypox had recovered and the complications like sepsis and encephalitis had been reported in the immunocompromised individuals. The mortality in Brazil and Mexico were primarily in the immunocompromised individuals, while in Spain the fatal cases were immunocompetent with no underlying conditions. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/self-employed-males-earn-2-5-times-more-than-females-oxfam/articleshow/94218585.cms">Self-employed males earn 2.5 times more than females: Oxfam</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/delhi-is-looking-to-roll-over-70-lakh-unsold-liquor-bottles-to-the-current-excise-regime/articleshow/94218430.cms">Delhi is looking to roll over 70 lakh unsold liquor bottles to the current excise regime</a>

Oral, nasal, urine samples necessary for monkeypox diagnosis: ICMR

<ul><li>Started in 2016, <keyword id="9581444" type="PERSON" weightage="20" keywordseo="simba-craft-beer">Simba Craft Beer</keyword> has already been able to carve a way for itself in the market.</li><li>Word of mouth has played a huge role in the brand's growth and has been instrumental in helping them develop a base of brand loyalists, shares <keyword id="6862143" type="PERSON" weightage="20" keywordseo="Prabhtej-Singh-Bhatia">Prabhtej Singh Bhatia</keyword>, Founder and CEO of Simba <keyword id="782706" type="PERSON" weightage="20" keywordseo="Craft-Beer">Craft Beer</keyword>.</li><li>He tells us how despite being a difficult year, in 2020 the company has already touched Rs 150 crore from the Rs 125 crore last year<a name="_GoBack"></a>.</li><li>Bhatia also tells us that in the next 5 years, he sees the craft beer segment take a leap and takeover 10-11% of the market instead on the current 1-2%. </li></ul> The <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> this year came right before the summer season. Many brands that rely heavily on the season like home appliances, travel etc were impacted substantially due to the complete country-wide lockdown. Another industry that was severely affected due to this move was the <keyword id="467068" type="PERSON" weightage="20" keywordseo="liquor-industry">liquor industry</keyword>. The summer months usually mean peak sale time for liquor brands, especially beers. However, with the gradual opening up of the country, things are slowly starting to look up. We recently caught up with Prabhtej Singh Bhatia, Founder and CEO of Simba Craft Beer. Started in 2016, the brand has already been able to carve a way for itself in the market. Primarily relying on word-of-mouth marketing, Simba has been able to develop a loyal consumer base in the country. Despite entering a segment that has had a lot of well-established players, the brand has been witnessing impressive growth. Bhatia tells us how they have been able to drive differentiation, and how word of mouth has worked wonders for the brand. Excerpts: <li>Q) Simba was launched in 2016 but when you launched, you hardly did any marketing around it then. How did you manage to woo Indian beer drinkers who have been loyalists of a lot of other brands?</li> Since the inception of the brand, our brand philosophy has been that if you build a great product, then it speaks for itself. Our focus for Simba has been to first get the product right and then work upon building a strong knit community of consumers who love the product. We truly believe in our product and it has carved a niche for itself in the country. Having said that, we did a bit of marketing. we always wanted to build a brand from ground-up. <li>Q) Your job must have been difficult as you were competing in a category that had a lot of global, much well-established players. How were you able to create a differentiation for yourself?</li> We largely depended on word-of-mouth promotion and still stick to that. And because of a much higher quality and differentiated product we were able to capture the imagination of several people and make our presence felt. When we entered the market, the industry had been stagnant for a while with old players and consumers did not have a lot of options. They consumed the same kind of beer packaged under different labels. It’s fairly recent since a new wave of craft beer enthusiasts emerged and is growing now. Consumers today are receptive to change and are open to experimenting with new offerings. Simba has been able to disrupt the already existing limited categories (strong and lager) of beer by introducing quality product and in new variants. <li>Q) You say word-of-mouth played an important role initially. Has your marketing strategy evolved now? </li> Word of mouth played a huge role in our growth, it has been instrumental in helping us develop a base of brand loyalists. We continue to be cognizant of our brand associations, events we host or partner with and the kind of consumer segment we reach out, to ensure our key message reaches the right set of audience. This has helped us create a niche for ourselves in the market/industry. <li>Q) You have already launched an IP. Tell us a bit about Simba Uproar.</li> Simba has been working hard to support local underground artists in helping them find a strong foothold in the industry. We want to provide artists and consumers with relevant platforms to showcase their talent. For this we launched our own IP called Simba Uproar where we have worked with artists such as Blot!,Sequel, Ritviz, Ten Walls, George Fitzgerald and Seedhe Maut. In light of the current health crisis, we took our IP to consumers’ homes with Simba Roar from Home – a series of cool gigs, good music and great beer in the comfort of homes. Making this a twice a month property to engage with music lovers, Simba live streams a local artists from varied genres who play their curated playlists. <li>Q) You have also launched a range of merchandise. How has the reception been so far? How are you growing that vertical? Are you only promoting it on the digital medium?</li> Our merchandise is something that was born out of consumer demand and love for the brand. We are building it very organically and do not do a lot of marketing for it. Our focus is and will remain our beer. Our brand loyalists have shown us constant support, be it our beer or our merchandise. It has been received well by Simba loyalists and has grown ever since. <li>Q) How big is the brand right now and what is your target revenue for the next year? And how do you aim to achieve this? </li> We have witnessed tremendous growth. This year our company had already touched Rs 150 crore from Rs 125 crore last year<a name="_GoBack"></a>. The year so far has been challenging due to the COVID-19 pandemic and its impact of business across industries, including the liquor industry. Things are beginning to look up as we move towards resuming normalcy, and we are positive and hopeful about the year ahead and 2021. <li>Q) How are you looking at expanding your offering while also strengthening your distribution?</li> We are looking at foraying into a new segment with our kegs, these will be available throughout the country. We also aim to enter Kerala in southern markets and strengthen our presence in Karnataka state among others. There are some very good distributers present in the industry who are doing a great job. We are in talks with them for our business as well. <li>Q) What was the business impact of the lockdown on your company? </li> Our business greatly suffered in terms of sales during the month of April and May due to COVID-19 lockdown. We almost made zero sales during those two months, which has impacted the business. April and May used to contribute to almost 25-30% of the annual revenue. <li>Q) What lessons of resilience did you learn after the lockdown? Has it made your business more future-ready?</li> The pandemic has forced us all to revisit our basics and stick to them. We realized the fundamentals of any company are very important, financial prudence is more important than ever now. We are definitely more future-ready and fundamentally aligned following this experience. COVID-19 has taught us that sticking to ones fundamentals never goes wrong and has paved a way for a better future. <li>Q) How do you see the craft beer segment evolve in the next few years?</li> I think the craft beer segment is destined to grow with some hit on the <keyword id="1126722" type="PERSON" weightage="20" keywordseo="microbrewery">microbrewery</keyword> side. In the next 5 years, I do see it taking a leap and takeover 10-11% of the market instead on 1-2% right now.

You Searched For "liquor kerala" and got 8 results

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Word of mouth played a huge role in our growth, helped us develop a base of brand loyalists: Prabhtej Singh Bhatia, Simba Craft Beer

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