From pioneering India’s neighborhood beer café culture to leading the Taproom vertical at Bira 91, Rahul Singh’s journey is one of passion and innovation. As the Senior Vice President of Pubs at Bira 91, he is redefining how people experience craft beer, blending creativity with consumer-first strategies. In this conversation, he shares insights into Bira 91’s rapid expansion, its unique approach to craft beer, and the brand’s commitment to delivering exceptional experiences.

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Can you share your journey from founding The Beer Café to becoming the Senior Vice President of the Pubs Vertical at Bira 91?

My journey has been fuelled by a passion for beer and creating spaces that bring people together. The Beer Café introduced India to a neighborhood café culture, making beer more accessible and fostering connections. It became the country’s largest beer chain. Joining Bira 91 as Senior Vice President of the Pubs Vertical is a natural progression, allowing me to build on this foundation with a brand that’s redefining the craft beer industry. This role provides an incredible opportunity to create diverse experiences that celebrate beer and enhance how people interact with it.

How has your experience in the beer industry influenced your approach to your current role at Bira 91?

Through The Beer Café, I gained deep insights into running a nationwide chain and understanding consumer preferences—whether it’s variety, ambiance, or innovation. At Bira 91, I’ve carried this consumer-first mindset while integrating storytelling into every pint and experience. The industry evolves rapidly, so adaptability, creativity, and a focus on quality are key to shaping our Taprooms as havens for craft beer enthusiasts.

As a leader with extensive experience in the beverage industry, how do you envision the future of Bira 91 Taprooms?

We aim to position Bira 91 Taprooms as more than just places to drink beer. While we house the largest collection of beers on tap, our Taprooms are cultural hubs celebrating creativity, community, and the art of brewing. The future lies in immersive experiences, introducing global brewing techniques, and connecting with broader audiences while staying rooted in our Indian origin. Within two years, we have become the largest Taproom Chain in India with 10 locations across 7 cities.

The Beer Café was acquired by Bira 91 in an all-stock deal. Could you provide insights into the strategic reasons behind this acquisition?

The acquisition strategically combined The Beer Café’s retail footprint with Bira 91’s innovative craft beer portfolio. Together, we’ve created the largest Direct-to-Consumer Beer platform to scale quickly, offering a seamless beer experience from production to consumption. It’s a perfect synergy—The Beer Café brought operational expertise, and Bira 91 added its creative brewing mastery.

Has there been any major change in financial performance recently? Could you share Bira 91's growth trajectory with us?

Bira 91 is on a strong growth trajectory, outperforming industry benchmarks and solidifying its leadership in the craft beer segment. Post-acquisition, consumer engagement at Taprooms and The Beer Café outlets has surged. With substantial funding, we’ve improved revenue streams and profitability through streamlined operations.

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With total funding of ₹2,326.4 crore, how is Bira 91 allocating these resources to strengthen its market position?

We’re strategically investing in enhancing production capacity, launching new product lines, expanding our distribution footprint, and building a stronger retail presence. A significant portion is also allocated to people, technology and sustainability, ensuring an inclusive and responsible growth.

What is Bira 91's primary challenges in the Pubs and Taprooms vertical, and how are you addressing them?

The biggest challenge is meeting evolving consumer expectations. Today, people seek more than great beer—they want engaging, immersive experiences. We address this by introducing locally inspired brews, hosting unique events, and curating food pairings. We host over 3,000 events annually across Taprooms and The Beer Café to enrich guest experiences. To maintain consistency, we’ve implemented robust training and quality systems.

Are there plans to expand Bira 91 Taproom internationally? If so, which markets are being targeted? Can we expect any new product offerings or innovative concepts in the near future?

At the moment, our primary focus is on India, which is incredibly diverse and can be seen as multiple markets within a single region. Each state and city bring its unique preferences, tastes, and cultural nuances, providing a wealth of opportunities for growth and innovation. By strengthening our presence and refining our offerings across India, we aim to build a robust foundation that will eventually support future international expansion.

How does Bira 91 differentiate itself in a competitive market, and what opportunities for growth do you see in the coming years?

Bira 91 combines exceptional craft beer with bold creativity and authenticity. We release one seasonal beer every week, introducing 52 new flavours annually inspired by local and global influences, such as Chutney Sour, Chai Stout, Coconut Porter, Belgian Strong Ale to a Märzen Lager. This constant innovation keeps us ahead in a competitive market.

How is Bira 91 adapting to the changing consumer palate, especially with the rising demand for craft beers and unique taproom experiences?

We innovate continuously by introducing new beer styles, collaborating with chefs and mixologists, and curating a globally inspired yet locally influenced menu. Chef Vicky Ratnani’s expertise elevates our Taproom offerings, ensuring an unparalleled culinary experience.

What legacy do you hope to leave in the industry, and what advice would you offer to aspiring entrepreneurs in the beverage sector?

I aspire to democratize beer in India, creating spaces where everyone—from casual drinkers to connoisseurs—feels welcomed. My advice to aspiring entrepreneurs: stay curious, embrace change, and never compromise on quality. This industry is as much about crafting memories as it is about the product itself.