New Delhi, March 2025: In a world where beer brands often conform to traditional, hyper-masculine marketing, one entrepreneur dared to change the narrative. Ankur Jain, founder of Bira 91, turned his unconventional vision into a mission-driven brand—one where inclusivity, playfulness, and innovation take center stage. Today, Bira 91 is India’s leading craft beer brand, with a global presence proving that passion-fueled entrepreneurship can create both impact and success.
On Season 2 of The Rockford Circle, Ankur shared the incredible journey of Bira 91—a story of risk-taking, resilience, and an unshakable commitment to redefining beer culture.
Ankur’s entrepreneurial story began in New York, where he first realized that corporate life wasn’t for him. After a stint at Motorola, he launched his first business—a healthcare management company—which he later sold. It was during his time in the U.S. that he developed a deep appreciation for craft beer, leading him to start an import distribution business upon returning to India. However, when he discovered that imported beer was too expensive for the Indian market, he pivoted to creating a beer that was made for India.
His research took him on a three-month journey across Europe, where he cold-called breweries and studied beer-making firsthand. The insights he gained helped him craft a brand that was uniquely Indian in spirit yet globally appealing.
Revolutionizing Beer with a “Monkey in a Can”
Breaking away from hyper-masculine beer marketing norms, Ankur and his team designed Bira 91’s playful, approachable branding with the iconic monkey logo. The monkey represents “unleashing your inner self” and challenges outdated narratives surrounding beer culture. Instead of traditional aggressive marketing, Bira 91 built its brand through authenticity, innovation, and an intimate connection with consumers.
“The beer market was dominated by large corporations that stuck to rigid, masculine-driven branding,” said Ankur. “We wanted Bira 91 to be different—something refreshing, fun, and gender-neutral.”
Bira 91, named after India’s country code (+91), embodies the essence of modern India. The brand’s marketing focuses on the “Three Cs”: Cricket, Curry, and Climate. By embracing cultural touchpoints that resonate with Indian consumers, Bira 91 has grown into a household name. The company has also made a mark on the global stage, becoming the official beer sponsor for the Cricket World Cup—where it sold more beer than Budweiser did at the FIFA World Cup.
Sustainability and the Future
Beyond business, Bira 91 is committed to sustainability. The company has set an ambitious goal of achieving net zero carbon emissions by 2025, reinforcing its dedication to responsible brewing. Ankur also draws inspiration from emerging artists and fresh ideas, ensuring that Bira 91 stays ahead of trends while remaining true to its core values.
Reflecting on his journey, Ankur encourages aspiring entrepreneurs to embrace risks and stay resilient. “Be very delusional—because sometimes, you need a little bit of madness to succeed,” he said. “Build a strong support system, don’t overthink things, and always be willing to experiment with new forms of marketing.”
As Bira 91 continues to expand, one thing remains constant—its commitment to innovation, authenticity, and a beer culture that welcomes everyone. With Ankur Jain at the helm, the brand is poised to redefine the industry, one “slightly odd” idea at a time.