By Karan Bilimoria
'Every bit pretty much as good because the beer itself.' Sir Richard BransonFrom promoting the 1st instances of Cobra out of the again of a battered previous Citroen 2CV alongside the streets of West London to exporting to over forty international locations worldwide, Karan Bilimoria's imaginative and prescient of a much less gassy beer has travelled a protracted way.Starting out with a heap of scholar debt, an entire loss of adventure and oldsters determined for his or her son to get a formal task, it may well all so simply have long gone flawed. yet Karan's single-minded selection to prevail and his skill to motivate these round him to shop for into his imaginative and prescient, became Cobra, sip-by-sip, into the multi-million pound enterprise it really is this present day. Karan's tale bottles the very essence of entrepreneurship: imaginative and prescient, force, creativity and a continuing conflict opposed to all odds, to make the belief you so passionately think in work.Against the Grain is jam-packed with insights into finance, method, making plans, good fortune, self-discipline, and customarily doing the unforeseen to construct your personal company, from a person who is been there and performed it... and all with a bit of much less gas.'Essential reading.' Richard Reed, Co-founder, blameless Drinks'An inspirational story.' Sir Martin Sorrell, leader government Officer WPP'Karan Bilimoria is likely one of the nice entrepreneurs...' Jo Malone, founding father of Jo Malone'Inspiring! … well worth the disguise expense for the "Financing Cobra" bankruptcy alone.' Professor John Mullins, London company School'… His tale may still motivate formative years all over who're fired via the dream of changing into a profitable entrepreneur.' Ratan Tata, Chairman, Tata workforce
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Additional resources for Against the Grain: Lessons in Entrepreneurship from the Founder of Cobra Beer
Or consumed in the state. As 29 AGAINST THE GRAIN a result a law was passed that forced all beer bottle labels to display the name of the state in which they could be sold – if the beer was being exported from Karnataka to Maharashtra (another state in India), for instance, the label would have to declare ‘Not for sale in Karnataka. ’ Our beer was being brewed in India but could not be sold in any of the states, as it was intended for export. Consequently the law required it to list both that it was ‘Not for sale in Karnataka’, where Bangalore is situated, and also that it was ‘For export only’.
After showing me to the hot seat facing his senior executives, Mr Balan retreated behind his desk and sat down. It was my first real taste of corporate deal making and negotiations. I felt very much alone. I had never met these people before. I was 28 years old, with no money and no business experience. And they knew that. It was as though they were laughing in my face. Their attitude was: ‘Who are you? What makes you think you are going to succeed? All our competitors have tried to export to England and have failed, except one – Kingfisher – and even they stopped exporting.
After battling through a forest of red tape, a consignment was air-freighted via British Airways. But by the time the beer landed in the UK, all the bottles were broken. In the end, I had to persuade a friend to bring over a few bottles in his hand luggage. 22 FIRST STEPS HOW A DANISH LAGER CAME TO DOMINATE INDIAN RESTAURANTS When I was mulling over the possibility of producing my curry-friendly beer in the late 1980s, the brand that dominated the Indian restaurant scene was Carlsberg. The story of how a Danish lager became the drink of choice to accompany Indian food centres on a King of Denmark and his fondness for Veeraswamy, London’s oldest Indian restaurant, founded in 1927 at the premises it still occupies on Swallow Street, just off Regent Street.
Against the Grain: Lessons in Entrepreneurship from the Founder of Cobra Beer by Karan Bilimoria