Mr. Tarun Bhargava, Co-Founder & CEO of Proost
In an exclusive conversation Mr. Tarun Bhargava, Co-Founder & CEO of Proost, speaks about the brand’s inspiring journey, its unique approach to brewing, and the innovative strategies driving its success. From Proost’s commitment to quality and sustainability to its adaptability in a dynamic market, Tarun shares insights into what makes Proost a standout in the beverage industry.
Could you share the story behind Proost’s conception and the inspiration that makes the brand unique in the beverage industry?
Proost was born out of a desire to provide the Indian market with premium-quality beer that didn’t compromise on affordability. Founded in 2017, the company entered a highly regulated and challenging industry with a mission to create a fresh, highly drinkable beer experience. The vision was simple yet ambitious: to disrupt the Indian Alcobev sector by offering beers with low bitterness, excellent taste, and superior quality.
Our tagline, “We Brew Passion,” reflects this vision, as we are passionate about delivering a beer that aligns with changing consumer preferences. Proost’s uniqueness lies in its consistency, fresh taste, and commitment to quality, making it stand out in a market dominated by established players.
What key strategies has Proost employed to establish and expand its market presence, and how does it continue to foster loyalty among the local community and beer enthusiasts?
Proost’s success stems from a continuous focus on quality, innovation, and customer engagement. We used a methodical approach from the beginning to deal with the difficulties posed by India’s fragmented excise laws. To overcome these obstacles, we concentrated on providing a high-quality product at a reasonable cost, which appealed to an expanding number of beer enthusiasts. With more than 3,000 cases sold every day, Proost has established a solid presence in significant regions like Delhi, Punjab, UP, Jharkhand, Kerala and Karnataka. We cultivate customer loyalty by ensuring freshness and consistency before anything else. To keep the brand at the forefront of consumers’ minds, we also actively participate in local communities to make sure our beer experience adapts to changing tastes and preferences.
With evolving consumer preferences, how does Proost stay ahead of trends in the beverage space and adapt its offerings to meet new demands?
One of Proost’s top priorities is to remain ahead of consumer trends. We keep close tabs on shifts in alcohol consumption trends and modify our products to appeal to new tastes. Our innovation has been driven by customer demand for beers that are lighter, fresher, and easier to drink.
Our focus on low bitterness and high drinkability ensures that we cater to both seasoned beer drinkers and newer consumers exploring beer as a refreshing, social drink. To continue to adapt and improve our product offerings and stay in line with India’s evolving drinking culture—which includes a younger population and shifting preferences in the premium beer market—Proost also actively solicits feedback from customers and industry trends.
Can you walk us through Proost’s brewing process and what makes it stand out in terms of quality, flavor, and craftsmanship?
At Proost, the brewing process is all about quality and craftsmanship. They source 95% of their ingredients from India, making sure everything is fresh and local. What really sets them apart is their commitment to brewing naturally—sticking to traditional methods without cutting corners. By carefully controlling each step, from choosing the right malts and hops to managing fermentation, Proost creates beers with unique, well-rounded flavors that really stand out.
What quality control measures and safety standards are upheld throughout Proost’s brewing process to ensure excellence in every product?
Proost takes quality control seriously at every stage. They test all ingredients to make sure they’re up to standard, and they keep a close eye on fermentation to ensure everything’s on track. They also do sensory checks—tasting the beer to make sure it’s right. Cleanliness is a top priority too, so they follow strict sanitation protocols to prevent contamination. All of this ensures that every beer is consistent, safe, and tastes great.
How have technology and innovation influenced Proost’s production process, and are there any notable changes that have improved efficiency or refined the brewing style?
Technology has definitely helped Proost improve efficiency and consistency. With automated systems and real-time monitoring, they can track everything during brewing to make sure it’s just right. While these innovations help streamline the process, Proost stays true to traditional methods, ensuring that the quality and craftsmanship remain intact. These updates help reduce waste, save energy, and maintain the high standards they’re known for.
How does Proost prioritize sustainability within its operations, and what are its plans for growth and innovation over the next five years?
Sustainability is a fundamental principle that underpins every aspect of Proost’s, and not just a practice. By using sustainable sourcing practices, reducing waste, and optimising resource consumption throughout our manufacturing, we are committed to preserving the environment. Our dedication goes beyond the actual product; we place a special focus on environmentally friendly packaging and energy-saving brewing methods. With innovations that not only satisfy consumer needs for sustainability but also open the door to a greener future, we hope to transform the industry going ahead. For us to continue providing a premium beer experience that is also environmentally conscious, we must continually improve our operations, penetrate new markets, and establish new standards for responsible growth.
