Brewery giant Carlsberg pins hopes on South Indian market

Brewery giant Carlsberg pins hopes on South Indian market

Hyderabad: Dutch brewery giant and the world’s fourth largest brewer, Carlsberg A/S, aims to push its products aggressively into India’s southern market in general, and Andhra Pradesh in particular, to consolidate its market share in the country, said its country managing director Soren Lauridsen.

Andhra Pradesh is the largest beer market in the India, the fastest growing in Asia. Beer consumption in India is growing at over 20% a year.

Lauridsen was in Hyderabad on Wednesday to inaugurate Carlsberg’s fifth brewery in India, at Medak near Hyderabad, which has an installed capacity of 4.25 lakh hectoliters, with potential to go up one million hectoliters, making it Carlsberg’s largest Indian brewery.

Carlsberg, which sells the Carlsberg, Tuborg and Palone beers, already has four breweries in the country — at Himachal Pradesh, Rajasthan, Maharashtra and West Bengal.

Saying that Carlsberg could successfully garner a 5% market share in India within three years, Lauridsen added that the company has a share of as much as 50% in certain focus markets such as Goa. Carlsberg’s other focus markets include Haryana and West Bengal.

Carlsberg plans to move aggressively into the markets of Kerala and Karnataka in the south, and Chattishgarh and Orissa in the east, with the help of its brewery in Andhra Pradesh.