Bira 91's "Monkey in a Can" Revolution: Breaking Beer's Masculine Mold with Playful Innovation and Indian Pride

(MENAFN- The Mavericks) New Delhi, March 2025: In a world where beer brands often conform to traditional, hyper-masculine marketing, one entrepreneur dared to change the narrative. Ankur Jain founder of Bira 91, turned his unconventional vision into a mission-driven bra—d—one where inclusivity, playfulness, and innovation take center stage. Today, Bira 91 is India's leading craft beer brand, with a global presence proving that passion-fueled entrepreneurship can create both impact and success.
Season 2 of The Rockford Circle,a story of risk-taking, resilience, and an unshakable commitment to redefining beer culture.
A’kur’s entrepreneurial story began in New York, where he first realized that corporate lif’ wasn’t for him. After a stint at Motorola, he launched his first —usiness—a healthcare manageme—t company—which he later sold. It was during his time in the U.S. that he developed a deep appreciation for craft beer, leading him to start an import distribution business upon returning to India. However, when he discovered that imported beer was too expensive for the Indian market, he pivoted to creating a beer t at was made for India.
His research took him on a three-month journey across Europe, where he cold-called breweries and studied beer-making firsthand. The insights he gained helped him craft a brand that was uniquely Indian in spirit yet globally appealing.
Revolutionizi“g Beer with a ⦣8221;Monkey in a Can”
Breaking away from hyper-masculine beer marketing norms, Ankur and his team designed Bira 91’s playful, approachable branding with the iconic monkey logo. The monkey represen s “unleashing your inner” elf” and challenges outdated narratives surrounding beer culture. Instead of traditional aggressive ma keting, Bira 91 built its brand through authenticity, innovation, and an intimate connection with consumers.
“The beer market was dominated by large corporations that stuck to rigid, masculine-drive” branding,”“said Ankur. “We wanted Bira 91 —o be different—something refreshing, fun, an” gender-neutral.”
Bira 91’ named after India’s country code (+91), embodies the essence of mo’ern India. The brand’s ma“keting f”cuses on the “Three Cs”: Cricket, Curry, and Climate. By embracing cultural touchpoints that resonate with Indian consumers, Bira 91 has grown into a household name. The company has also made a mark on the global stage, becoming the official beer sponso— for the Cricket World Cup—where it sold more beer than Budweiser did at the FIFA World Cup.
Sustainability and the Future
Beyond business, Bira 91 is committed to sustainability. The company has set an ambitious goal of achieving net zero carbon emissions by 2025, reinforcing its dedication to responsible brewing. Ankur also draws inspiration from emerging artists and fresh ideas, ensuring that Bira 91 stays ahead of trends while remaining true to its core values.
Reflecting on his journey, Ankur encourages aspiring entrepreneurs to embrace risks and stay resilient. “Be very delusion—l—because sometimes, you need a little bit of madness to succ”ed,” he “aid. “Build a strong support sys’em, don’t overthink things, and always be willing to experiment with new forms of ”arketing.”
As Bira 91 continues to expand, one thing rema—ns constant—its commitment to innovation, authenticity, and a beer culture that welcomes everyone. With Ankur Jain at the helm, the brand is poised to redefine the “ndustry, one “”lightly odd” idea at a time.

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