The ‘Change’ Quotient

New Update
The ‘Change’ Quotient

Perhaps the biggest factor driving the Indian alcoholic beverages industry is the constant need of the young generation to experiment with new flavours and tastes, especially when it comes to beer. In fact, even though awareness about the many varieties of beer currently available is quite low across both urban and rural India, there is an increasing percentage of consumers who are no longer content with just one type of beer. Taking this into account, Arko Craft Beers has been at the forefront of experimentation, as its Co-founder, Madhvi Jagda states.

Beer drinkers in India are showing a growing interest in experimenting with different flavours and styles beyond traditional lagers. Breweries are responding by introducing innovative beer varieties, such as fruit-infused beers, sours, and barrel- aged brews, to cater to diverse tastes. Indian consumers are becoming more willing to pay a premium for higher- quality products and unique drinking experiences. These are the salient features that most beer industry experts agree upon. As such, overall, staying agile, being responsive to consumer preferences, and proactive in navigating regulatory challenges are crucial for breweries to thrive in India’s dynamic beer market.

Emerging Styles

In the Indian market, lager was traditionally the dominant beer style, with popular brands like Kingfisher and Haywards leading the way. However, there has been a significant growing interest in craft beer, leading to popularity of various styles such as IPA (India Pale Ale), wheat beer, pale ale, etc.

These styles are gaining popularity amoung younger, more adventurous consumers. As Madhvi Jagda opines, "As for emerging styles showing promise for the future, sour beers, particularly fruit-infused sour ales, are gaining traction.” Additionally, experimental styles like barrel-aged beers, session IPAs, and hazy IPAs are also becoming more prevalent in India’s beer market.

Arko’s Portfolio and Initiatives

Regarding Arko Craft Beers’ portfolio, the brand offers a diverse range of styles to cater to different tastes and preferences. This includes its classic lager for those who enjoy a crisp and refreshing taste, as well as a variety of craft beers such as Belgian wit, New England IPA, cream stout, farmhouse ale, hefeweizen, and a couple of ciders too. It also experiments with seasonal and limited-edition releases to keep the offerings fresh and exciting for its customers.


In recent years, Indian microbreweries have witnessed significant advancements. For example, Arko Craft Beers has adopted automated brewing systems to streamline its operations and increase production efficiency. These systems allow it to precisely control various parameters such as temperature, pressure, and flow rates, resulting in consistent product quality and reduced brewing times. Moreover, automated mash tuns and lautering systems help optimise the mashing process, leading to higher extract yields and lower energy consumption.

“We are increasingly investing in quality control technologies to ensure the integrity and consistency of our products. By conducting regular microbial testing throughout the brewing process, we prevent batch spoilage and maintain high product standards,” Madhvi informs. The company is also embracing sustainable brewing practices to minimise its environmental impact and reduce operating costs. This includes the adoption of water recycling and wastewater treatment systems to conserve water resources and comply with local regulations. Embracing these advancements is helping the beer company to remain competitive in the rapidly growing craft beer market in India.

Subscribe to read more