Foster's India, owned 74% by Foster and 26% by Kothari Industrial Corp., has begun the construction of its Aurangabad, Maharashtra, plant, which is part of an overall $18 million investment.
As a prelude to its entry, Foster has embarked on a local awareness drive by sponsoring the visiting Australian cricket team that is currently on an India tour.
Foster's will be positioned as a premium brand, Foster's India VP Marketing and Sales Pradeep Gidwani told reporters in Bombay.
U.S. marketer Stroh Brewery Co.'s Stroh brand is currently the only foreign brand to be manufactured in India under license. Stroh's leads the canned beer segment. Den mark's Carlsberg and San Miguel will also launch sometime this year. Germany's Lowen brau and Holsten brands are also expected to hit the market.
Copyright March 1998, Crain Communications Inc.