VIRAL

Vijay Mallya, often called the "king of good times," is known for revolutionizing the beer market in India. Before his company, United Breweries, took charge, beer was not a top drink in India. Today, though, the country sells 45 crore beer cases every year. Mallya’s success came from beating his competitors and creating a monopoly in the beer industry. However, there was one part of the market where he failed—he was outplayed by Bollywood star Danny Denzongpa.

Danny Denzongpa’s Entry into the Beer Business

Danny Denzongpa, born Tshering Phintso Denzongpa in 1948 in Sikkim, made a name for himself in Bollywood with hit films like Love Story, Ghatak, Agneepath, and Khuda Gawah. In 1987, Danny took a bold step and ventured into the beer industry. He founded Yuksom Breweries in his hometown of Sikkim, marking the beginning of his beer business. Later, in 2005, he expanded by setting up Denzong Breweries in Odisha, and in 2009, he acquired Assam’s Rhino Agencies. According to Yuksom’s website, the brand now has a production capacity of 6.8 lakh HL per year, making it the third-largest Indian beer company, only behind Kingfisher and Kimaya. Most other bigger brands in the market are foreign, like Heineken, Budweiser, and Carlsberg.

How Danny Beat Vijay Mallya

In 2009, the beer market in India was booming, and the North East region was one of the last unclaimed territories. Mallya’s United Breweries had already captured much of India, but it hadn’t managed to gain a foothold in the seven northeastern states. Mallya eyed Assam’s Rhino Agencies to enter that market. However, Danny saw this as an opportunity to solidify his dominance in the region. When he learned of Mallya’s plan to buy Rhino Agencies, Danny moved quickly and purchased the brewery himself. This strategic move allowed Danny’s Yuksom to strengthen its position in the North East, leaving Mallya with no entry in the region. United Breweries never managed to acquire a brewery there.

Economic Impact of Yuksom Breweries

Yuksom Breweries has had a significant impact on the local economy. The company employs a large number of local people, especially in Sikkim and other parts of the northeast. According to reports from Sikkim Express, Yuksom employs around 250 people and contributes ₹100 crore to the local economy every year.

Danny’s Recent Career

In recent years, Danny has reduced his film work to focus on his business ventures. However, he still managed to appear in a few successful movies, including Baby and its spinoff Naam Shabana. His most recent film appearance was in a cameo in the 2022 film Uunchai, starring Amitabh Bachchan, Anupam Kher, and Boman Irani.

Danny Denzongpa’s journey from being a Bollywood actor to a successful beer entrepreneur is a testament to his versatility and business acumen.

• Danny Denzongpa
• Vijay Mallya
• beer market
• India
• Yuksom Breweries
• Kingfisher
• Mallya's competition
• Northeast
• Rhino Agencies
• Sikkim
• Assam
• Bollywood
• actor
• entrepreneur
• expansion
• 2009
• UB
• breweries
• production
• local economy
• employment
• Sikkim Express
• Kimaya
• Carlsberg
• Heineken
• Budweiser
• Danny’s strategy
• market monopoly
• Denzong Breweries
• Odisha
• film career
• Love Story
• Agneepath
• Krantiveer
• Khuda Gawah
• Baby
• Naam Shabana
• Uunchai
• cameo
• 2022
• local impact
• economic contribution
• Film Industry
• beer empire
• North East
• beer production
• growth
• business diversification
• market competition