In February 2015, Ankur Jain, founder and chief executive officer (CEO) of Cerana Beverages Pvt. Ltd. (Cerana Beverages), launched Bira 91 (Bira), India's first-handerafted beer. Craft beers, including those produced in microbreweries, accounted for only per cent of the market share.' Bira 91 was introduced to "fill the gap in the market for a trendy, unorthodox, fun and smart brand of beer that could be positioned between Indian brands and expensive imported beers." Eighty per cent of the beers sold in India were strong, with an 8-9 per cent alcohol content, while Bira was a mild lager.