Founder Manifesto

Our Founder’s Vision

Our Promise

Why We Exist

Indian beer deserves a place at the American table—not as a novelty, not as an ethnic niche, but as a mainstream choice.

For decades, Indian beer has been confined to specialty aisles and restaurant menus, positioned as “different” rather than desirable. That framing limits its reach and undervalues its potential. This brand exists to change that.

We are here to introduce Indian-inspired beer to everyday Americans—the casual drinker, the curious explorer, the gift-giver, the host. Not through explanation or education, but through experience, flavor, and design.

Our Belief

Beer is more than a beverage.
It is a social connector, a shared moment, a reason to gather.

We believe:

• Cultural inspiration should feel approachable, not intimidating

• Flavor should invite curiosity, not require translation

• Packaging should tell a story before the first sip

• Discovery—not discounts—builds lasting loyalty

When people genuinely enjoy something, they don’t ask where it came from.
They ask where they can get more.

What Makes Us Different

We are not just a beer company.
We are a marketing-led, experience-driven brand.

Our products are designed to be discovered—through curated gift boxes, mixed packs, and thoughtful presentation that encourage sharing, conversation, and repeat enjoyment. The beer is the anchor; the experience is the differentiator.

We meet consumers where they already are:

• At gatherings and celebrations

• In mainstream and specialty retail

• In moments meant to be shared

No cultural gatekeeping.
No niche positioning.
Just great beer with a story people want to be part of.

How We Build

We operate asset-light by design.

By partnering with experienced brew masters and focusing on brand, distribution, and storytelling, we invest where long-term value is created:

• Brand equity

• Shelf presence

• Consumer trust

• Scalable distribution

This model allows us to move faster, stay flexible, and scale intelligently—without compromising quality or vision.

Our Ambition

We are not trying to be the best Indian beer.

We are building the Indian beer everyone drinks.

A brand that belongs:

• In a gift box

• On a retail shelf

• At a dinner table

• At a backyard gathering

No explanation required.

Our Promise

Every decision we make is guided by one question:

Does this make Indian beer more familiar, more desirable, and more accessible?

If the answer is yes, we move forward.
If it isn’t, we don’t.

That is the standard.
That is the vision.

Rick Khosla, Founder, CEO

History of Indian Beer

India's beer history spans ancient fermented grain drinks like sura (Vedic era) and rice beers, but modern brewing began with the British, who introduced European ales, leading to the creation of the stronger India Pale Ale (IPA) to survive sea voyages, with Asia's first brewery established in 1830 by Dyer Meakin in India, later evolving to popular lagers and strong beers like Kingfisher and Hayward's 5000 post-independence, shaping India's unique beer market.

• Colonial Introduction: The British East India Company brought European ales (Pale Ales, Porters) to India in the 18th century.

• The IPA Solution: Long voyages caused spoilage, so brewers added more hops (a preservative) to create India Pale Ale (IPA), a stronger, bitter beer suited for the journey.

• First Breweries: Edward Abraham Dyer established Asia's first modern brewery in Kasauli (1855), later becoming Mohan-Meakin, producing early brands like Lion Beer.