"In our first year, we have sold three Lakh cases in Delhi. No brands from the past 20 years have sold three lakh cases in their first year in Delhi and we are looking for a much bigger number for this year," says Avneet Singh, CEO, Medusa Beverages Pvt. Ltd.

BORN IN 2018 with the only objective to support the millennial consumers who are looking out for new taste and flavour in the Indian market, Medusa is an India –based beer company with a strategic marketing division and a quirky and contemporary packaging. The company soon plans to launch 330 ml can and 500 ml bottles. In an interaction with BW Hotelier, Avneet Singh, Managing Director, Medusa Beverages Pvt. Ltd told us more about his brand.

Brief us about your brand story

In 2017 we incorporated the company and started the brand development activities in the market. We launched Medusa in 2018 January.

Personally, I am very passionate about beers. There is a big gap in the market. Beer consumption is increasing day by day in India. As more disposable income will increase, this beer segment will increase and its good people are shifting from high alcoholic beverages to low alcoholic beverages. The idea of launching the premium strong beer in the market will help us in targeting the major chunk of the population.

How do you plan to compete in the market, taking into consideration the popularity BIRA has attained?

There are various players in the market and Medusa is able to place itself so well as we have targeted the entirely different section altogether. Medusa is a premium strong beer. It’s completely a new segment introduced in the market. The brands available in the market are either really strong or really mild, it’s basically a part of mid-segment You can compare it with somewhat Budweiser Magnum, but the price is very low as compared to Budweiser magnum.

Brief us about your brewery plant, are you planning to set up any new brewery unit?

We have our brewery based out in Punjab. No, as of now, we are not planning to set up any brewery of our own. I believe it’s better to invest crore in brand development rather than investing in a brewery

Brief us about your expansion plans? Which are the cities you are present in?

Till the month of April, Medusa was available in Delhi only. This year we have launched it to UP, Chhattisgarh, Chandigarh and Punjab. Including Delhi, it would be 5 states.

 Are you coming up with any new variant?

Currently, two SKU are available in the market

- 500 ml can

- 650 ml bottle

We are coming up with 330 ml can and 500 ml bottle. We are introducing this new bottle, who no one has introduced in India. But my more focus is on the can that’s why we are launching 330 ml can.

What are the challenges faced by you in order to successfully operate a Beer Brand?

There is just one problem; we have to pay GST on every raw material we purchase but don’t get input and nor we get the refund. So that’s a loss part and we cannot take any inputs when you are using distillery or brewery, so that’s a negative point for liquor business.

Brief us about your sales outlook, how many bottles are getting sold in a year?

In our first year, we have sold three Lakh cases in Delhi. No brands from past 20 years have sold three lakh cases in their first year in Delhi and we are looking for much bigger number for this year.