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Heineken takes a lighter approach to India’s capital
BENGALURU: United Breweries is pouring a gentler pint for Delhi drinkers. The Bengaluru-based brewer, part of Heineken’s global empire, launched Heineken Silver in the capital on 25 November, wagering that India’s largest beer market is ready for something smoother than the strong lagers that dominate local bars.
The move reflects a calculated bet on changing tastes. Indian consumers have historically favoured high-alcohol beers—Kingfisher Strong remains the country’s bestseller—but United Breweries reckons a new generation is emerging that values refinement over punch. Heineken Silver, a premium mild lager, is engineered for precisely this demographic: drinkers who want international cachet without the knockout blow.
United Breweries chief marketing officer Vikram Bahl described the launch as “an important step in growing the premium beer category in India.” The company is pricing the beer at Rs 155 for a 330ml bottle, Rs 180 for a 500ml can, and Rs 305 for a 650ml bottle—positioning it firmly in premium territory.
Delhi, with its affluent and youthful population, makes strategic sense as a launch pad. If the variant succeeds here, expect United Breweries to roll it out nationwide.
The Indian beer market remains dominated by strong lagers that pack a 7-8 per cent alcohol punch. Whether Delhi’s drinkers are ready to trade strength for smoothness is the Rs 155 question.
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Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
