The Business of Brewing: Anirudh Khanna on IBC’s Growth, Innovation & Vision

In this MM Talks – Media Mohalla Exclusive, we speak with Anirudh Khanna about his leadership journey, the evolution of the brewing business, building an independent brand, and the changing preferences shaping India’s beverage landscape.

Anirudh Khanna is the Managing Director of Amalgamated Breweries (Independence Brewing Company), MM Talks brings you an exclusive conversation with Anirudh Khanna exploring the person, the business, and the vision behind the brand.

You entered the alco-beverage industry after successfully leading businesses in engineering. What inspired this strategic shift, and what opportunities did you see in India’s evolving premium beer market? 

• Coming from an engineering background, one of the biggest lessons I learnt was that irrespective of the industry, sustainable businesses are built on strong systems, a deep understanding of the consumer, and a long-term vision. Those principles are as relevant in the alco-beverage industry as they are in manufacturing.
• Our journey into the consumer business actually began before IBC, through our investments in wellness and hospitality. That gave us valuable exposure to evolving consumer behaviour and premium lifestyle experiences. When the opportunity to acquire Independence Brewing Company came in 2020, we saw much more than a brewery; we saw a brand with a strong legacy, loyal consumers, and significant potential to scale.
• What excited me most was the transformation taking place in India’s beer market. Consumers, particularly younger urban audiences, were becoming far more discerning. They were no longer choosing beer based solely on familiarity or price; they were seeking better quality, distinctive flavours, authentic brand stories, and experiences that complemented their social occasions. At the same time, premiumisation was reshaping the category, creating room for brands that could consistently deliver on quality and innovation.
• For us, the opportunity wasn’t simply to participate in a growing market it was to build a brand that could evolve with changing consumer preferences. We spent years understanding our guests through our brewery-restaurants, where every interaction and every pint served provided valuable insights into what Indian consumers truly enjoy. Those learnings have shaped our broader business strategy, from product innovation to our recent expansion into the packaged beer segment, enabling us to bring the IBC experience beyond our bars and closer to consumers wherever they choose to enjoy a great beer.

Since acquiring Independence Brewing Company in 2020, what has been your overarching vision for transforming it into a leading super-premium beer brand in India? 

• Our vision from day one has been to build Independence Brewing Company into one of India’s most respected and aspirational premium beer brands while staying true to the values that made it successful in the first place quality, innovation, and authenticity.
• When we acquired IBC in 2020, we recognised that the brand already enjoyed strong consumer affinity, particularly through its brewery-restaurants. The opportunity was to preserve that legacy while expanding its footprint and making the brand accessible to a much larger audience. That meant strengthening our product portfolio, investing in innovation, expanding our presence across key markets, and creating experiences that resonate with today’s discerning consumers.
• We’ve also been very deliberate in responding to changing consumer preferences. The premium beer category in India is evolving rapidly, with consumers seeking greater variety, better quality, and brands that reflect their lifestyle. This has encouraged us to innovate with products like Enzo Hybrid Lager and Wit Uno, while also expanding into packaged formats so consumers can enjoy the IBC experience beyond our brewery-restaurants.
• At the same time, building a premium brand goes beyond launching new products. It requires consistency across every consumer touchpoint from the quality of the beer and the design of our packaging to our retail presence, hospitality experiences, and the communities we engage with. Our focus has therefore been on building a brand that consumers trust and choose repeatedly, rather than simply chasing scale.
• As we look ahead, our ambition is to continue strengthening IBC’s position in the super-premium segment by investing in product innovation, expanding distribution thoughtfully, and creating meaningful consumer experiences that reinforce what the brand stands for: great beer, exceptional quality, and memorable moments shared with others.

IBC develops its beers based on direct consumer feedback gathered through its experiential outlets. How important is consumer co-creation in shaping your product innovation strategy? 

• Consumer co-creation is central to our innovation philosophy. One of IBC’s biggest strengths is that we have always maintained a close connection with our consumers through our brewery-restaurants. These spaces allow us to interact with guests directly, understand their preferences, observe evolving consumption patterns, and receive real-time feedback on everything from flavour profiles and brewing styles to packaging and occasions for consumption.
• We don’t see innovation as something that happens in isolation. Some of our most valuable insights come from listening to consumers and understanding what they are looking for next. Whether it’s a preference for more approachable flavour profiles, a shift towards premium yet easy-drinking beers, or the growing demand for convenient packaged formats, these insights play a significant role in shaping our product development decisions.
• Our recent launches, including Enzo Hybrid Lager and Wit Uno, reflect this consumer-first approach. While every product is backed by extensive brewing expertise and quality standards, it is equally informed by the preferences and expectations of today’s beer consumer. The goal is to create products that not only stand out in the market but also resonate with the people who are ultimately enjoying them.
• Going forward, consumer feedback will continue to be one of our most valuable sources of innovation. As tastes evolve and new occasions for beer consumption emerge, staying connected to our consumers will remain essential to developing products that are both relevant and differentiated.

The Indian beer market is becoming increasingly competitive. How does Independence Brewing Company differentiate itself beyond product quality to build a distinctive and memorable brand? 

• While product quality will always remain the foundation of our business, building a distinctive brand today requires much more than just brewing a great beer. Consumers are looking for brands they can connect with brands that reflect their lifestyle, values, and the occasions they celebrate.
• At Independence Brewing Company, we’ve always believed in creating experiences, not just products. Our brewery-restaurants have played a significant role in shaping this philosophy by bringing together great beer, food, music, and community under one roof. As we’ve expanded into the packaged beer segment, our focus has been on carrying that same experience beyond our outlets and into consumers’ everyday social occasions.
• Innovation is another key differentiator. We continuously evaluate changing consumer preferences and translate those insights into products that are contemporary, relevant, and reflective of evolving tastes. At the same time, we are investing in thoughtful packaging, stronger retail visibility, and collaborations that allow us to engage consumers in meaningful ways beyond the point of purchase.
• Equally important is authenticity. Rather than trying to appeal to everyone, we are focused on building a brand with a clear identity one that is rooted in quality, consistency, and genuine consumer understanding. We believe lasting brand equity is created when every touchpoint, whether it’s enjoying a beer at one of our brewery-restaurants, discovering our products at retail, or experiencing the brand at a lifestyle event, delivers the same promise.
• As the premium beer category continues to evolve, our objective is not just to grow our market presence but to build a brand that consumers remember, trust, and choose because of the complete experience it represents, not simply the product itself.

Your brewery combines global brewing techniques with flavors tailored for the Indian palate. How do you strike the right balance between international craftsmanship and local consumer preferences? 

• Striking that balance begins with recognising that while brewing is a global skill, enjoyment is deeply local. Indian consumers today are well-travelled, more informed, and increasingly open to exploring different beer styles, but they also have distinct preferences shaped by our climate, cuisine, and social occasions.
• Our approach is to draw from globally established brewing techniques and quality standards while adapting our products to suit local tastes. Every beer we develop is backed by careful research, extensive tasting, and continuous consumer feedback gathered through our brewery-restaurants. This allows us to understand what resonates with our consumers and refine our offerings accordingly.
• At the same time, we don’t believe in innovation for the sake of novelty. Our focus is on creating beers that are approachable, balanced, and enjoyable for the Indian consumer while retaining the craftsmanship and attention to detail that define premium brewing. Products like Enzo Hybrid Lager and Wit Uno are examples of this philosophy bringing together international brewing expertise with flavour profiles that appeal to contemporary Indian consumers.
• Ultimately, the right balance comes from listening as much as brewing. By combining global best practices with a deep understanding of local consumer preferences, we are able to create products that feel both authentic and relevant. That philosophy continues to guide our innovation strategy as we expand our portfolio and introduce new experiences to the market.

Research and innovation are at the heart of IBC’s growth strategy. Can you share how your R&D capabilities have influenced the development of your current and upcoming product portfolio? 

• Research and innovation are fundamental to how we approach product development at Independence Brewing Company. For us, innovation isn’t driven by trends alone—it’s driven by a deep understanding of evolving consumer preferences, supported by continuous experimentation and rigorous product testing.
• One of our biggest advantages is the direct feedback loop we have through our brewery-restaurants. These spaces allow us to observe changing consumption patterns, test new ideas, and gather real-time consumer insights before scaling products for a wider audience. This significantly reduces guesswork and ensures that innovation is rooted in genuine consumer demand rather than assumptions.
• Our R&D process combines global brewing knowledge with local market insights. Every new product goes through multiple stages of recipe refinement, tasting sessions, quality evaluations, and consumer feedback before it reaches the market. The objective is to ensure that every beer not only meets our quality benchmarks but also aligns with the preferences of today’s Indian consumers.
• This approach has been instrumental in shaping our current portfolio, including products like Enzo Hybrid Lager and Wit Uno, which were developed to cater to evolving consumer tastes while staying true to our commitment to quality and craftsmanship. Each launch reflects our focus on balancing innovation with accessibility, offering consumers differentiated experiences without compromising on consistency.
• Looking ahead, our innovation pipeline will continue to focus on evolving consumer occasions, premium experiences, and emerging flavour preferences. While we don’t comment on products that are still under development, our commitment remains the same to invest in research-led innovation that keeps our portfolio relevant, differentiated, and aligned with the future of India’s premium beer market.

As a business leader, how do you view the role of premium hospitality experiences in building long-term brand loyalty, especially in the alco-beverage industry? 

• In the alco-beverage industry, consumers don’t just remember what they drink they remember how the brand made them feel. That’s why premium hospitality experiences play such an important role in building long-term brand loyalty. They allow consumers to engage with the brand in a far more meaningful and memorable way than a single purchase ever could.
• At Independence Brewing Company, our brewery-restaurants have always been more than places to enjoy a beer. They are spaces where people come together to celebrate occasions, discover new flavours, enjoy great food, and connect over shared experiences. Those interactions help us build an emotional connection with our consumers, which is essential for creating lasting brand affinity.
• As consumer expectations continue to evolve, particularly in the premium segment, they are looking for brands that offer a complete lifestyle experience rather than just a product. This is why we continue to invest in hospitality, thoughtfully curated events, and experiential touchpoints that reflect our brand philosophy. Whether someone visits one of our outlets or enjoys our packaged beers at a social gathering, we want every interaction with IBC to feel authentic, premium, and memorable.
• Hospitality also gives us invaluable opportunities to listen to our consumers. The conversations we have in our outlets, the feedback we receive, and the experiences we observe often influence our approach to product innovation, service, and brand engagement. In many ways, our hospitality business acts as both a brand-building platform and a valuable source of consumer insights.
• Ultimately, I believe that while great products attract consumers, exceptional experiences are what inspire them to return and advocate for the brand. In today’s competitive landscape, that emotional connection is one of the strongest differentiators a premium brand can have.

With changing consumer preferences and the rise of premiumization, what emerging trends do you believe will redefine India’s beer industry over the next five years? 

• India’s beer industry is entering a very exciting phase of evolution. Over the next five years, I believe growth will be driven less by volume and more by value, as consumers become increasingly discerning about what they drink and the experiences associated with it.
• One of the biggest trends will be the continued premiumization of the category. Consumers today are willing to pay more for products that offer superior quality, distinctive flavour profiles, thoughtful packaging, and a brand story they can relate to. This shift presents a significant opportunity for brands that are committed to innovation and consistency rather than competing solely on price.
• Another important trend is the growing demand for convenience without compromising on quality. The rise of packaged formats, particularly cans, quick commerce, and modern retail, is changing the way consumers access and enjoy beer. Brands will need to be present wherever consumers choose to shop, while ensuring the product experience remains consistent across every channel.
• We’re also seeing beer become increasingly integrated into broader lifestyle and social occasions. Consumers are looking for brands that engage with them beyond the product—through food, music, travel, and cultural experiences. Building communities and creating meaningful consumer experiences will therefore become just as important as product innovation.
• Finally, data and consumer insights will play an even greater role in shaping the industry. The brands that succeed will be those that continuously listen to their consumers, respond quickly to changing preferences, and innovate with purpose. At Independence Brewing Company, this consumer-first mindset has always guided our approach to product development, and we believe it will continue to be one of the industry’s strongest competitive advantages.
• Overall, I see India’s premium beer market becoming more sophisticated, experience-led, and innovation-driven. For brands like IBC, the opportunity lies not just in selling great beer, but in building a brand that consumers genuinely connect with and choose as part of their lifestyle.

As someone building a modern Indian brewing company, what legacy do you hope Independence Brewing Company leaves on the country’s premium beer ecosystem? 

• Our aspiration is to build a brand that contributes meaningfully to the evolution of India’s premium beer industry. While we are proud of the products we create, I believe the legacy of a brewing company is defined by the standards it sets, the experiences it creates, and the trust it earns over time.
• At Independence Brewing Company, we have always believed that great beer is only one part of the equation. Equally important is fostering a culture of innovation, maintaining uncompromising quality, and staying closely connected to consumers. If, over the years, we are recognised as a company that consistently raised the benchmark for product excellence while introducing more people to premium beer experiences, I would consider that a meaningful achievement.
• I also hope IBC is remembered for helping shape a more experience-led beer culture in India. Through our brewery-restaurants, packaged portfolio, and participation in food, music, and lifestyle experiences, our objective has always been to create occasions that bring people together. We believe beer is as much about shared experiences and community as it is about the product itself.
• Another important part of our legacy is encouraging innovation within the industry. By continuously listening to consumers, investing in research, and responding to evolving preferences, we hope to inspire a culture where Indian brewing continues to innovate confidently while remaining rooted in quality and authenticity.
• Ultimately, I would like Independence Brewing Company to be known not just as a successful premium beer brand, but as a company that helped elevate consumer expectations, strengthened India’s premium beer ecosystem, and demonstrated that an Indian brand can compete by focusing on craftsmanship, innovation, and memorable consumer experiences. That, for us, is a legacy worth building.