Kingfisher is an Indian beer brewed by United Breweries Group, Bangalore. The brand was launched in 1978. With a market share of over 36%, it is India's largest selling beer, with 1 out of every 3 bottles of beer sold in India being a Kingfisher brand. It is currently available in 52 countries outside India.
With the change in the lifestyle of the people, the beer market is increasing in India. The Indian beer industry has been witnessing steady growth of 7-9% per year over the last ten years and in the last 5 years; the total beer market has seen a 10% CAGR (compound annual growth rate). The rate of growth has remained steady in recent years. India is predominantly a hard spirits market and beer is a minority preference for those who consume Beverage Alcohol. Beer makes only 4% by revenue of the total alcoholic market. It would be pertinent to mention that while per capita consumption of spirits in India is 65% of global average, in the case of beer it is a mere 3% of global average. Average Indian drinker consumes - 1.7 litres of beer a year. (Hong Kong- 22 litres, China- 37 litres, US-74 litres).
Since the percentage of beer drinkers is too less in the alcohol consumer market, Kingfisher beer will focus to increase its market share among the alcohol consumers and also try to capture the untapped market. Since a large number of foreign brands have entered the Indian market the focus will also be to form marketing strategies to remain as the market leader and further increase the market share.
With the government opening up the market for foreign companies International players are entering the Indian market and giving competition to the Indian brands especially in the last 2 years many companies have come. The major competitors are Budweiser and Carlsberg. Anheuser-Busch the makers of the legendary Budweiser, having a tag line of “King of beers”, entered the Indian market through a joint