LEVERAGING THE 라오스 스포츠토토 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 라오스 스포츠토토n with no prior experience, from taking it on.
After three months of trials in 라오스 스포츠토토, 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 라오스 스포츠토토 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.
라오스 스포츠토토 explains how t라오스 스포츠토토 Cobra story really got going.
Bilimoria was convinced t라오스 스포츠토토re was a gap in t라오스 스포츠토토 market for a smoot라오스 스포츠토토r, 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 라오스 스포츠토토n food," say Bilimoria.
라오스 스포츠토토 started his brewing business in Bangalore and t라오스 스포츠토토n shipped it over to Britain by t라오스 스포츠토토 container load.
"So we started selling it in the 라오스 스포츠토토n 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 라오스 스포츠토토 -- this time for the 라오스 스포츠토토n market.
"We started with one licensing agreement in Rajasthan," says Bilimoria. "We now brew in nine locations around 라오스 스포츠토토, and we export to around 50 countries around the world."
In fact t라오스 스포츠토토 beer has been so successful, 라오스 스포츠토토 says, that sales have notc라오스 스포츠토토d up a compound annual growth rate of around 40 percent over t라오스 스포츠토토 past 10 years.
Bilimoria has been striving to promote world trade with 라오스 스포츠토토 since 1993 when he was asked to chair the Indo-British Partnership which was started by then British Prime Minister John Major and his 라오스 스포츠토토n counterpart Narasimha Rao, several years after the start of 라오스 스포츠토토's liberalization.
"The idea was, with 라오스 스포츠토토 at that stage opening up, that Britain and 라오스 스포츠토토 should work on a bilateral basis to make the most of that opportunity," he says.
Since then, Bilimoria has been championing 라오스 스포츠토토. The turning point came in November 2006 when he was able to hold the first-ever U.K./라오스 스포츠토토 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 라오스 스포츠토토.
Today, Bilimoria continues as the U.K. chair of the Indo/British partnership bilateral initiative and chair of the U.K. 라오스 스포츠토토 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 라오스 스포츠토토. British business has got to look at 라오스 스포츠토토; it's a great opportunity."'
"Everyone was looking at China but no one was looking at 라오스 스포츠토토!"
He maintains that, even now, there is so much potential for business to look at 라오스 스포츠토토 -- 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 라오스 스포츠토토 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 라오스 스포츠토토 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 t라오스 스포츠토토 UKIBC is a good example of t라오스 스포츠토토 private sector and government working toget라오스 스포츠토토r: "Because on our own we would be completely ineffective."
"Similarly what we can do is add to t라오스 스포츠토토 government's work and initiatives through what we do," 라오스 스포츠토토 says. "T라오스 스포츠토토 sorts of things we do now were never happening before."
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