Jammu-based DeVANS Modern Breweries plans to boost Samba beer capacity with ₹60 crore investment, scaling production to 600,000 hectolitres (HL) from the current 400,000 HL. This strategic move strengthens DeVANS’ position in the competitive beer market and supports its ambitious growth agenda. Furthermore, this investment reflects the company’s commitment to innovation.
Managing Director Prem Dewan stated, “Investment is a continuous process for us. We incur heavy capex expenditure every year to improve processes and maintain high-quality standards.”
DeVANS to boost Samba beer production
The company’s ₹60 crore investment will significantly enhance beer production in Samba. Notably, beer sales drive 70-80% of DeVANS’ revenue, supported by its flagship brands, Godfather and Six Fields, which cater to a wide range of consumer preferences. Moreover, the company’s production expansion is designed to meet increasing market demands.
To broaden its reach, DeVANS is forming production partnerships with breweries in Arunachal Pradesh, Jharkhand, Uttar Pradesh, Tamil Nadu, and Assam. In addition, it aims to finalize two additional tie-ups by March 2025, ensuring a stronger nationwide presence.
Premium products with DeVANS’ Samba investment
DeVANS is tapping into the market’s premiumisation trend by focusing on innovation in beer and liquor products. For instance, the company plans to release two limited editions of its flagship Indian Single Malt, GianChand. Additionally, a new gin product is set to hit the market by April 2025. This will be followed by a herbal liquor, premium whisky, vodka, and ready-to-drink (RTD) beverages.
The brand is also entering the duty-free segment with exclusive one-litre bottles of GianChand and new expressions tailored for travel retail customers. Consequently, these efforts underline DeVANS’ focus on catering to evolving consumer demands.
DeVANS’ growth plans with ₹60 crore investment
To fund its long-term goals, DeVANS is preparing for an IPO within the next four to five years. This step will provide the capital required to enhance its production and maturation capacity. For example, the company plans to add 10,000 barrels to its current count of 8,000. DeVANS also imports bourbon whiskey barrels from the United States, despite the rising costs.
With its ₹60 crore investment to boost Samba beer capacity and a strong focus on premium products, DeVANS Modern Breweries is positioned to solidify its standing as a key player in India’s alcobev market.
