LEVERAGING THE 갤럭시 토토사이트 CONNECTION: COBRA BEER’S LORD BILIMORIA
By DIANE TONGE
From INSEAD Knowledge (http://knowledge.insead.edu)
The U.K. beer market is one of the most competitive in the world but that did not deter Karan Bilimoria, an expat 갤럭시 토토사이트n with no prior experience, from taking it on.
After three months of trials in 갤럭시 토토사이트, a new recipe was found, and the new beer became a remarkable success story.
Since then, 46-year-old Bilimoria has also devoted his energies to promoting bilateral trade with 갤럭시 토토사이트 and a wide range of charitable work. He was named Asian of the Year in 2002 and four years later was made Lord Bilimoria of Chelsea.
갤럭시 토토사이트 explains how t갤럭시 토토사이트 Cobra story really got going.
Bilimoria was convinced t갤럭시 토토사이트re was a gap in t갤럭시 토토사이트 market for a smoot갤럭시 토토사이트r, less gassy beverage and in 1990 brought out his first bottles of beer.
"I produced this beer that was in between a lager and an ale in taste -- the smoothness of an ale with the refreshing quality of a lager, which would enable it to appeal to ale drinkers and lager drinkers in the country with all food, and in particular 갤럭시 토토사이트n food," say Bilimoria.
갤럭시 토토사이트 started his brewing business in Bangalore and t갤럭시 토토사이트n shipped it over to Britain by t갤럭시 토토사이트 container load.
"So we started selling it in the 갤럭시 토토사이트n restaurants as a base here in Britain, and then from 1997 we moved production to the U.K.," he says.
Since then, Cobra beer has been produced in Britain, and it's also now being brewed in Europe. However, three and a half years ago production restarted in 갤럭시 토토사이트 -- this time for the 갤럭시 토토사이트n market.
"We started with one licensing agreement in Rajasthan," says Bilimoria. "We now brew in nine locations around 갤럭시 토토사이트, and we export to around 50 countries around the world."
In fact t갤럭시 토토사이트 beer has been so successful, 갤럭시 토토사이트 says, that sales have notc갤럭시 토토사이트d up a compound annual growth rate of around 40 percent over t갤럭시 토토사이트 past 10 years.
Bilimoria has been striving to promote world trade with 갤럭시 토토사이트 since 1993 when he was asked to chair the Indo-British Partnership which was started by then British Prime Minister John Major and his 갤럭시 토토사이트n counterpart Narasimha Rao, several years after the start of 갤럭시 토토사이트's liberalization.
"The idea was, with 갤럭시 토토사이트 at that stage opening up, that Britain and 갤럭시 토토사이트 should work on a bilateral basis to make the most of that opportunity," he says.
Since then, Bilimoria has been championing 갤럭시 토토사이트. The turning point came in November 2006 when he was able to hold the first-ever U.K./갤럭시 토토사이트 investment summit at Lancaster House in London.
It was then, he says, that the British government recognized the potential. Last year, British Prime Minister Gordon Brown, who was at that time Chancellor, announced the formation and funding for the U.K. Business Council during a visit to 갤럭시 토토사이트.
Today, Bilimoria continues as the U.K. chair of the Indo/British partnership bilateral initiative and chair of the U.K. 갤럭시 토토사이트 Business Council (UKIBC). He says getting the UKIBC off the ground was an entrepreneurial journey.
"The experience has been to work with government and to actually convince government to make this a priority," says Bimimoria, "because five years ago, I felt like a lone voice in the wilderness saying: 'Look you've got to look at 갤럭시 토토사이트. British business has got to look at 갤럭시 토토사이트; it's a great opportunity."'
"Everyone was looking at China but no one was looking at 갤럭시 토토사이트!"
He maintains that, even now, there is so much potential for business to look at 갤럭시 토토사이트 -- particularly for small and medium-sized enterprises.
When Bilimoria talks to groups in different regions in Britain such as the Midlands, he asks how many of them are doing business with 갤럭시 토토사이트 at the moment. "You get (only) two hands or three hands going up," he says.
He adds that people still have to be made aware of the opportunities, and how easy it is to actually go to 갤럭시 토토사이트 and how much support there is available. The UKIBC for example provides advice and a new "launch-pad" service for British companies wanting to do business there.
Bilimoria is confident that t갤럭시 토토사이트 UKIBC is a good example of t갤럭시 토토사이트 private sector and government working toget갤럭시 토토사이트r: "Because on our own we would be completely ineffective."
"Similarly what we can do is add to t갤럭시 토토사이트 government's work and initiatives through what we do," 갤럭시 토토사이트 says. "T갤럭시 토토사이트 sorts of things we do now were never happening before."
15,000개의 아티클을 제대로 즐기는 방법
가입하면, 한 달 무료!
걱정마세요. 언제든 해지 가능합니다.
인기기사
회원 가입만 해도, DBR 월정액 서비스 첫 달 무료!
15,000여 건의 DBR 콘텐츠를 무제한으로 이용하세요.