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Three of India’s leading beer manufacturers, United Breweries (a Heineken company), AB InBev and Carlsberg, have joined forces to establish the Brewers Association of India (BAI). This new industry body aims to promote growth, innovation, moderation and sustainability in the Indian beer market. The Association is launched in partnership with the World Brewing Alliance (WBA), the global apex body of the beer industry. Industry collaboration The formation of BAI marks a significant milestone in India’s beer sector, bringing together key industry players who collectively account for around 85% of beer sales in the country. With the support of the WBA, BAI is set to enhance the beer category in India by pooling expertise, resources and a shared passion for brewing. Justin Kissinger, president and CEO of the WBA, highlighted the broader impacts of the new association: “Brewers can play an important role in strengthening local economies, contributing to thriving communities, and achieving better public health outcomes. The brewers of India will be a vital part of promoting moderate drinking and driving innovation in the beer industry.” Leadership and strategic vision Vinod Giri, a veteran of the Indian alcoholic beverage industry, has been appointed as the director general of BAI. Giri, who previously led the Confederation of Indian Alcoholic Beverage Companies (CIABC), brings over a decade of experience in the beer industry. He expressed enthusiasm for his new role, emphasising the importance of aligning India with international standards of moderate and responsible drinking. “BAI is a great platform to align India with the international consensus of moderate and responsible drinking, and I am very excited to be part of this journey,” Giri commented. Corporate commitment Leaders from the founding companies underscored their commitment to elevating the Indian beer industry. Kartikeya Sharma, president of AB InBev India, said: “BAI is a testament to our shared commitment to elevate India’s beer industry. We will continue to advocate to unlock a new era for the beer category.” Nilesh Patel, managing director of Carlsberg India, emphasised the industry’s economic and environmental contributions: “The beer industry provides significant direct and indirect employment and generates substantial revenues. Carlsberg India is looking forward to working with the BAI to brew for a better tomorrow.” Vivek Gupta, managing director and CEO of United Breweries, added: “BAI signifies our joint dedication to accelerate the category growth of the beer industry in India. Together, we can shape policies that promote responsible choices and support socio-economic benefits.” Outlook and future prospects The beer industry in India supports a robust local supply chain, sustaining thousands of farmers who grow barley and other cereal grains. BAI is committed to collaborating with stakeholders, including the government, civil society, brewers and farmers, to promote the growth of barley production, a key ingredient in beer. With the establishment of the BAI, the country’s beer industry is poised for a transformative phase. By leveraging global best practices and fostering collaboration among brewers, the Association aims to drive innovation and growth, making beer a driving economic force in India.