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Against the grain : lessons in entrepreneurship from the by Karan Bilimoria

By Karan Bilimoria

Cobra Beer is a real enterprise luck tale. it really is nonetheless one of many quickest growing to be beer manufacturers within the united kingdom, with a present turnover of £126 million at retail worth. it really is exported to over forty five nations around the globe, and is on the market national in additional than 6,000 indian eating places, 5,000 grocery store shops and off-licences, and approximately 6,000 bars, golf equipment and pubs. This booklet will get to the guts of why & how Cobra has Read more...

summary: Cobra Beer is a real enterprise good fortune tale. it really is nonetheless one of many quickest transforming into beer manufacturers within the united kingdom, with a present turnover of £126 million at retail worth. it really is exported to over forty five nations all over the world, and is accessible national in additional than 6,000 indian eating places, 5,000 grocery store retailers and off-licences, and approximately 6,000 bars, golf equipment and pubs. This booklet will get to the center of why & how Cobra has constructed into one of many world's best-loved manufacturers, and provides nice enterprise insights for each entrepreneur who desires to deliver their imaginative and prescient to existence

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Additional resources for Against the grain : lessons in entrepreneurship from the founder of Cobra Beer

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Potentially this was a company-making deal for Cobra. There was just one hitch. Gandhi was in a position of power and, with a superb credit rating, expected 60 days’ credit from us. It had no intention of paying cash on delivery. Cobra, on the other hand, had no credit rating as such. Nor did we have sufficient funds to pay for a container load of beer, deliver it to Gandhi and then wait two months to get the money back. I was faced with a dilemma. Gandhi was the key to moving the business to the next level, it had finally agreed to be a distributor, yet we couldn’t fund the ongoing business on the credit terms proposed.

I wanted a premium lager that combined the smoothness of real ale with the refreshing qualities of a lager, and one that 23 AGAINST THE GRAIN was about 5 per cent ABV – not the 4 per cent Pals or the 8 per cent Knockout. Then there was the issue of the brand names. Pals was too similar to the popular brand of pet food, Pal. As for Knockout, there was no chance the UK Trading Standards would allow that name to be used for a beer brand. It was a daunting prospect, but it was obvious that the only way forward was for Arjun and me to come up with a brand of our own, and for the Mysore Brewery to produce an entirely new recipe to our specifications.

Made with bamboo heads rather than the conventional willow, Indian polo sticks were whippier and springier than the Argentinean version. They were also extremely cheap. I could buy them for £1 and sell them to a retailer like Harrods, for example, for £15. My initial enthusiasm was dampened, though, after a disappointing meeting with an assistant buyer at the Knightsbridge store. Not for the first time, however, I refused to be discouraged. Together with Arjun Reddy, an old family friend, I formed A & K International Ltd (AKI, after the initials of our first names) in February 1989.

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