Jaipur : It’s not the old beer in a new bottle. Brewed from scratch (or should we say built?). The latest entrant Indus Pride from the stable of SABMiller India and from the brewery in Neemrana. Rajasthan, Is 100% malt beer, produced for the first time in India, claims Apurv Nagpal, Director, Marketing.
“Indus Pride is no twisted extension of the existing brands, and 100% malt with no filler ingredients, processed with a 18 day brewing cycle against the normal 11 day period required for the normal lagers,” told Nagpal to the Times of India on the sidelines of a launch of the drink here on Monday.
For the leading brewer, the Indus Pride is a departure from the strong beer brands like Heyward 5000. With an alcohol quotient of 4.8%, the firm sees it being a social drink and eyes a larger consumption base by imparting thrust on flavour, aroma and smoothness.
SABMiller India, the wholly subsidiary of SABMiller, has a market share of 38% in Rajasthan and 35% country wide after United Breweries.
Speaking about the company’s barley crop insurance programme it started in Rajasthan in 2007-08. Nagpal said. “What began with 36 farmers in 6 districts, have gone up to cover 6,000 farmers cultivating barley on 6,000 acres of land. And we source as much as 10,000 tonnes for our plant.”