Viiking Beverages plans to raise Rs 250 crore to set up two new breweries one each in Telangana and Tamil Nadu besides entering new markets. The company will enhance sales from three lakh cases per month to six lakh cases by tapping the north-east market with new products.

Manoj Asrani, who recently took over as CEO of Viiking Beverages, said the company is in talks with a couple of sick breweries in both the states and a final decision would be taken in three months.

The company would be saving Rs 60 per case on transportation cost and state permit once the supply start to southern states from new plants rather than from the operational units in Goa and Jammu and Kashmir, he said.

"The monthly demand for our product is about 10 lakh cases but we are able to supply only 3 lakh cases due to lack of production capacity. Plans are on to tap the IPO market for the second phase of expansion," he said.

The company also plans to implement software driven sales strategy with analytical tools updated on daily changing market dynamics.

The company has already created a strong foothold in the southern markets such as Kerala, Karnataka, Andhra Pradesh, Telangana and Tamil Nadu, and will be launching its Rum and Brandy brands to cater to all customer segments in southern states, Asrani said.

The company realises a revenue of Rs 600 per case and the margins would improve if the cost is bought down, he added.

Incidentally, Viiking Beverages promoter Sachiin Joshi had shot to fame last year by buying Vijay Mallya’s iconic Kingfisher villa in Goa for Rs 73 crore from State Bank of India.

On the export market, the company plans to enter Africa, UK and UAE after successful launch in Timor Leste and US.

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