In conversation with Abhinav Jindal, CEO & Founder, Kimaya Himalayan Beverages
Making headlines as soon as they entered the market, BeeYoung and Yavira beers from Kimaya Himalayan are the new go-to drinks in Delhi, UP and Uttarakhand. With BeeYoung being smooth and flavourful as well as refreshing and Yavira being the perfect balance between fruity and malty, it’s no wonder that they enjoy the popularity they do. They both come in perfect 500ml bottles that make them easy to consume.
We reached out to Founder & CEO of Kimaya Himalayan Beverages, Abhinav Jindal, who brought 18 years of experience in management consulting, liquor distribution and retailing to the industry with these two variants, to talk about their foray into beers and the way forward
Tell us about yourselves and how/why you got into the liquor industry
It was in 2003 when the government started to support new entrepreneurs who were keen to being change agents on how alcoholic beverages were being retailed to the consumers, when we thrived to be the change-makers in the industry. We decided to move against the wave by launching two homegrown beer variants, Yavira and Bee Young in 500ml packaging to provide an exclusive experience for consumers.
We have kept in mind the enjoyment of having the beer at the right temperature until the last sip. Being the first movers for this concept in the beer manufacturing industry, Kimaya Himalayan promises to excel in the craft and quality space and to give preference to the experience we are providing to beer drinkers in the country.
What was the thought behind BeeYoung and Yavira?
Bee Young is a vibrant crafted strong beer, conceptualized to connect with the millennial vibe. The brew is fresh & youthful – delivering a crisp, clean, punchy taste with a citrusy twist. Curated with quality ingredients, it evokes a sense of adventure, curiosity, and thrill making each sip eventful.
Yavira is a premium lager curated for the discerning audience around the world. Crafted with the choicest of ingredients, it is a balanced brew that is crispy yet creamy, racy yet silky, smooth, daring, not daunting, malty and hoppy. I would say it is probably one of the best beers that can be paired with the finest of Indian cuisines.
Both these beers are made to be the benchmark of honesty, in terms of quality and refined taste notes, and are expected to contribute to the booming of the craft beer industry.
How are they made and what is unique about them?
We source all our ingredients from the best possible markets globally. We are currently importing our two-row high quality barley from Argentina and getting it malted here in India at Rudrapur in Uttarakhand. The latest seasonal hops are imported from different parts of Europe to enhance the taste profile. Yavirā, our premium offering, is prepared with locally grown and directly sourced basmati rice giving the smooth silky texture to the brew. Both the beers use pristine Himalayan water sourced directly from Bhakra Dam. Our Brewmaster regularly pays a visit to the brewery in Patiala, Punjab to ensure the recipe & quality of brew is intact at all times.
As mentioned earlier, the product offerings come in a 500 ml bottle which no other brand currently offers. We emphasize on provenance in the process of the making of the beer variants. Even with a rich tradition of brewing, sadly, Indian beers do not get respect because of the dominance of multinational giants. We aim to support India’s rich heritage by sourcing ingredients locally & promoting traditional brewing techniques.
What do you think of the craft beer industry in India?
India’s craft beer industry has acquired close to 2-3% of the country’s beer market share, owing to the surge of interest in this category driven by millennials wanting products that are more authentic & complex flavored.
I believe the craft beer market is on a strong growth trajectory with an estimate growth pegged at about 20% plus CAGR in coming years. With a surge of brands in the segment, the market has started to mature, creating great opportunities for players like us.
With multiple brands entering this space in the Wheat, Ale & Stout categories, I believe there is still a lot of scope for newer & quality brews. It would be exciting to see new innovative brews in this space.
What has the initial response for both beers been?
We have received great feedback from influencers and beer enthusiasts around the country. The growth in consumption has also been very encourage and both BeeYoung and Yavira are doing very well in all markets. BeeYoung, since the date of its launch, has been the second highest-selling beer in its category in Delhi. We have sold 1,50,000 cases of both variants in 4 states collectively since their launch.
What are your future plans for Kimaya Himalayan, especially with the two beers?
2020 is going to be our first full year of operations and we have major plans lined up for the same. We expect to do our first million cases in sales in the year 2020-21. We also expect to be present in at least 6 States during this period. Kimaya Himalayan also intends to increase our product offerings from 2 to 3. We are in advanced discussions to mark a presence in UAE and Singapore markets as well. It’s an exciting time for us.
Both BeeYoung and Yavira are available currently in Delhi, Punjab, Uttar Pradesh and Uttarakhand.
Yavira (500 ml) is available for INR 130 in Delhi, INR 150 in UP & INR 160 in Uttarakhand.
BeeYoung (500 ml) is available for INR 100 in Delhi, INR 130 in UP & INR 150 in Uttarakhand.
