“As an advent in the beer space, Kimaya Himalayan Beverages thrives to be innovative and distinguishes it’s a product by packaging and taste.” - By Abhinav Jindal, CEO & Founder, Kimaya Himalayan Beverages LLP
Shed some light on Kimaya Himalayan Beverages.
Kimaya Himalayan Beverages is a pioneer alcohol beverage company, manufacturing bespoke beverages for the world. Established in November 2018 is backed by years of experience in the business of management consulting, liquor distribution and liquor retailing. The company recently launched two homegrown beer brands – Yavira and Bee Young, with an aim to serve the Indian market with the finest quality products that match International standards while respecting and preserving the Indian tradition of brewing.
With brewing techniques par excellence, the brand positions itself to redefine business paradigms and product benchmarks. It values the approach to maintain the quality – hence the ingredients are sourced from original and organic derivative straight from the farm. The team here is constantly conceptualizing, experimenting, testing and crafting uniquely flavourful bespoke brews. The specially optimized brewing cycle at Kimaya delivers just the right levels of taste and texture.
Currently, the two brands are available in Delhi, Uttar Pradesh, Uttarakhand and Punjab markets. With the unique 500 ML bottles being launched for the first time in the country, offers consumers an advantage of enjoying a brew in an absolutely right quantity and at the right temperature.
Share some insight about the products Kimaya Himalayan Beverages.
BeeYoung (Strong Craft Beer): A vibrant crafted strong beer, conceptualized to connect with the millennial vibe. The brew that is fresh & youthful delivering crisp, clean, punchy taste with a citrusy twist. Curated with quality ingredients evoke a sense of adventure, curiosity, and thrill making each sip eventful.
Yavira (Crafted Basmati Pilsner): A premium lager curated for the discerning audience around the world. Crafted with choicest of ingredients, Yavira is a balanced brew that is crispy yet creamy, racy yet silky, smooth, daring, not daunting, malty, and hoppy. It is one of the best beers that can be paired with the finest of Indian cuisines.
Where have you set up the brewery and has there be any reason setting it up in the Northern part of India?
Our brewery is in Patiala, Punjab. It is a strategically correct place for us because of the proximity to Bhakra Dam from where pure spring water is sourced for production. Being situated in such a location, there is year-round availability of rice and other ingredients. Having operational in the north of India currently the logistics is hassle free. Also, to mention we have experience ease of carrying out business in Punjab, given the duties and policies of the state.
How product offerings by Kimaya are different from brands already available in the market? What sets it apart?
As an advent in the beer space, Kimaya Himalayan Beverages thrives to be innovative and distinguishes it’s a product by packaging and taste. Having launched distinctive packaging which is of 500 ml, we intend to bridge the gap between 330ml (which is too small to share) and 650ml (loses the right temperature halfway through). Along with the perfect temperature, the idea is to make the proposition wholesome by offering the right quantity with the best quality at a lucrative price point.
What are the innovations you have brought as a part of this industry?
The ingredients are sourced from their provenance. The beers exhibit graceful flavors of carefully selected international malt with the inclusion of premium Basmati rice to provide smoothness on the palate. Noble hop Saaz is carefully chosen and infused with Himalayan source water
Kimaya Himalayan believes that people in India always seek for a unique taste note while choosing the right beer and unique conceptualization, be it any product. We also see consumers getting educated about the right quantity and temperatures to enjoy various beers. We are here to bridge the gap b/w 330ml and 650ml offering the perfect pint-size to enjoy the beer at the right temperature till the last sip and is adequate for sharing. We have ideated this unrivaled concept of perfectly sized 500ml bottles/cans which no other beer brand currently offers at an affordable price. We see our brand as a disruptive force in the beer industry with honest prices and new benchmarks of quality; packaging.
How does your expansion plans look like now considering the COVID 19 situations?
We were to expand in terms of variants and new product launch which we would like to evaluate further next year. We may not launch any new variant or product this financial year. Also, the transitional slump in demand will slower the production matching the demand trend. However, we are increasing the presence in Northern markets. We aim to be available in most of the northern states by the end of this financial cycle.
How does the sales figure look like considering the restrictions in previous months? What are your expectations about any changes in the industry? Anything you would like to add?
When the lockdown was lifted for the industry in May 2020, there was a shrink of about 80 % of the sales across markets. With a subsequent increase in sales that was witnessed in June 2020, there has been recoupment of about 20-30%. While we expect the overall sales to ameliorate in July. The sale for the industry is expected to be 50% less this financial year compared to the previous.
We had anticipated a sale of 1 million cases earlier but, of course, due to the pandemic, we will be closing down the year by 50% of what we expected going with market trend.