Everest Brand Solutions has won the brand-building mandate for Mount Shivalik Breweries, a leading beer maker in the country. Everest will build the brand for Thunderbolt, Golden Peacock and Punjab 6000 brands. Mount Shivalik is an independent Indian brewing group and brews Cobra and Strohs beer brands at its facilities in Rajasthan and Punjab for the domestic market.
The size of the business was not disclosed citing the confidentiality agreement between the two parties. However, given the scope of work, multi-million rupee investments are expected in above the line and below the line activities.
Everest President D Rajappa said, "The range of Mount Shivalik brands present prospects and challenges that are a delight for any marketer. We are delighted at this opportunity to partner one of the biggest beer manufacturers in the country."
Rajiv Bali, Managing Director, Mount Shivalik Breweries, said, "Mount Shivalik owns and markets a slew of beer, soda and bottled water brands. Amongst these Thunderbolt enjoys leadership in many Indian states in the strong beer category. Golden Peacock and Punjab 6000 enjoy strong brand loyalty."
Mount Shivalik's Deputy MD Sanjiv Bali said, "We have chosen Everest as a partner to help us build brands that have a loyal following, akin to what Thunderbolt enjoys in North and East India. We expect to benefit from Everest's vast experience, passion and commitment to building brands."
Navin Saraswat, COO, Everest, said, "Our early market surveys have helped us uncover some interesting challenges and unearth insights that lend themselves to brand communication."
Mount Shivalik was the first to introduce the concept of the ‘super strong’ beer segment in India in 1984, with its flagship brand Thunderbolt. Mount Shivalik Group has a national market share of eight per cent and more than 50 per cent market share in certain North Indian states. It has an installed capacity of 12 million cases split between their two brewery plants -- Mount Shivalik Breweries, Punjab, and Mount Shivalik Industries, Rajasthan.