Elephant beer going down well in India

Carlsberg, however, continues to struggle in Russia and China

Carlsberg’s old sudsy stalwart, Elephant Beer, has become a trumpeting success in India.

In 2015, sales increased by 42 percent and the Danish brewery giant is aiming to become second on the Indian market within the next three years.

United Breweries Group is the current leader on the market, followed by SABmiller which also bottles Fosters, Grolsch, Miller, Peroni and Pilsner Urquell, as well as Coca-Cola.

According to Michael Jensen, the managing director of Carlsberg in India, the great popularity of the beer is down to the easily recognisable brand.

“The growth can be attributed to the long-term strategy to focus on key markets, especially cities, focused brand portfolio, expanding manufacturing footprint, increased product availability and above all a strong team,” Jensen told Indian news outlet BrandEquity.

READ MORE: Carlsberg cutting 2,000 jobs

Navigating Indian system
Despite the success, Carlsberg faces numerous challenges in the country, where each of its 29 states has its own rules, and the beer producer is thus forced to have breweries in every single one of them.

Jensen explained that the company now concentrates on 55 main cities and develops its national strategy based on what works there.

Great financial loss
Meanwhile, the company’s financial report for 2015 shows Carlsberg recorded a net loss of 2.6 billion kroner, particularly due to problems in Russia, Eastern Europe and China.

Carlsberg sold 4 percent less beer (based on volume) last year and the company’s operating profit dropped by 8 percent compared to 2014.




  • May 1st – from celebrating workers’ day to an outing with friends and family

    May 1st – from celebrating workers’ day to an outing with friends and family

    Not too long ago, May 1st was a celebration of the labor movement in Denmark. A day off for many and a time for workers to rejoice and scold employers. Today it is quite peaceful and mostly characterized by young people and families celebrating spring

  • What happens on the 1st of May?

    What happens on the 1st of May?

    A short guide for internationals to understand what May 1st is, what happens today, and what to do

  • From au pair to Netflix screens: a Filipina’s journey in Denmark

    From au pair to Netflix screens: a Filipina’s journey in Denmark

    Gel Andersen never imagined that her quiet working life in Denmark would one day lead to a role in a Netflix series — but that’s exactly what happened

  • Roskilde Festival reveals full 2025 lineup and schedule

    Roskilde Festival reveals full 2025 lineup and schedule

    From Olivia Rodrigo to Tyla, and from Nine Inch Nails to The Raveonettes, this year’s Roskilde Festival will host 185 acts across eight days—completing a program that spans pop, rock, hip-hop, experimental, and traditional music from 45 countries

  • Becoming a stranger in your own country

    Becoming a stranger in your own country

    Many stories are heard about internationals moving to Denmark for the first time. They face hardships when finding a job, a place to live, or a sense of belonging. But what about Danes coming back home? Holding Danish citizenship doesn’t mean your path home will be smoother. To shed light on what returning Danes are facing, Michael Bach Petersen, Secretary General of Danes Worldwide, unpacks the reality behind moving back

  • Gangs of Copenhagen

    Gangs of Copenhagen

    While Copenhagen is rated one of the safest cities in the world year after year, it is no stranger to organized crime, which often springs from highly professional syndicates operating from the shadows of the capital. These are the most important criminal groups active in the city

Connect Club is your gateway to a vibrant programme of events and an international community in Denmark.