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UK
Asian of the Year For Cobra (beer) Boss
In UK, he hated the fizzy and gassy lager.It
did not go well with the curry and the Indian
food. In the year 1989, he came up with
an idea to import Indian lager to Britain. In
12 years, Cobra beer became the fastest growing
bear brand in the UK market, and turnover in retail
value terms is now approaching £50 million
A chance introduction with a brewer from Bangalore
(who supplied to the Indian army) laid foundation
for a fresh business opportunity. Karan wanted
to sell Indian beer in England. Initially, he
imported a deliberately less gassy, smoother lager
from Bangalore. He christened the lager as ‘Cobra
beer’ and sold it through Indian restaurants
and grocers. That was in the year 1989.
England was in the midst of a harsh recession.
Karan had a debt of £ 20,000 to cover. Financially,
his enterprise had to depend on a bank overdraft
and small business loans. Marketing and brand
building costs were a big drag on the budding
enterprise. However, what helped the enterprise
click was the reason that the gassy and harsh
Euro fizz beers did not go well with the spicy
Indian curry. They were difficult to drink and
reduced the excitement of visiting an Indian restaurant.
Karan’s premium lager beer with a 5 % ABV
and a full bodied 1046 degree gravity, turned
out to be the ideal choice. First, the British
Asians and later, the Britons started opting for
the less gassy, smoother lager – Cobra beer.
This gradual shift in beer drinking preference
helped Cobra beer to grow rapidly. In the June
1997, Karan started brewing his beer in Bedford,
UK.
During the years 1995 – 1998, sales of Cobra
beer soared by 68.77%. In 1999-2000, his enterprise
clocked a 52% growth in sales. About 90% of the
Indian restaurants stock Cobra beer and offer
it to their clients. In 12 years, Cobra beer became
the fastest growing bear brand in the UK market.
Cobra beer is available in 330 ml and 660 ml bottles.
Karan also introduced the draught beer. Not content
with the Indian restaurant market, Karan also
started looking at other outlets – pubs,
bars, nightclubs, supermarkets and off licence
chains. Karan also introduced wines to his product
line. Christened General Bilimoria wines, these
complemented the Indian food, much like Cobra
beer. Besides British market, Karan is exporting
Cobra beer to a host of places.
Karan Bilimoria born in Hyderabad,
is a son of an Army General – Lt. General
F.N. Bilimoria, PVSM, and ADC – a commander
in Chief of the Central Indian Army. Armed with
a business degree, Karan went to England when
he was 19. Initially, his education was not well
regarded when he intended to join The Institute
of Chartered Accountants in England and Wales
(ICAEW). He had to complete an accounting foundation
course at the London Guildhall University to become
eligible for registration as a student. He joined
Ernst and Young as a trainee. In 1986, he qualified
as a chartered accountant with the ICAEW. Later,
he went to the Sidney Sussex College, Cambridge
University to study law. While he was studying
law, he played polo. He captained Cambridge University’s
Blues polo team
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