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Elev8 & Pickle8 • 3d
From India’s favorite craft beer to an employee petition: What really happened at Bira 91? Bira 91 started in 2015 and built a cult brand that sold over nine million cases across 550 towns and reached 18 countries by 2023. It became the poster child of India’s consumer startups backed by Kirin and Peak XV. But cracks appeared. A legal name change led to suspended sales and an ₹80 crore inventory loss. FY24 losses crossed ₹748 crore. Production paused and supplier actions followed. Now over 250 employees have petitioned the board and investors alleging unpaid salaries worth ₹50 crore delayed PF and TDS dues. Reports suggest funding talks of $130 million fell through as auditors warned of liquidity risk and net worth erosion. Bira’s journey shows both ambition and accountability. Fast growth without discipline can break even the boldest brand. As founders and investors we must ask, how do we scale fast yet care for the people who built us.
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