Product details

This is part of a case series. It describes the start up and early growth problems of the Cobra Beer Company based in London, UK. Part (A) details the origin of the business from the experiences of the founder/entrepreneur Karan Bilimoria, whilst studying in the UK in the late 1980s and dabbling in import/export items from India. Financed solely by bank overdraft and small business loans, Karan succeeded in developing a market niche for his specially brewed non-fizzy beer in Indian restaurants, so much so that by 1994 he was presented with the opportunity to sell his brand to another entrepreneur, well known and proven in imported premium beer brand distribution. The data for the case has been obtained from collaboration and counselling assignments with the entrepreneur and from presentations he had made to business study classes. **1999 EFMD European Case Writing Competition Category Winner**