Bilimoria reveals Cobra's secrets

09 February, 2007

Cobra founder Karan Bilimoria has published his life story in a book called Bottled for Business - the less gassy guide to entrepreneurship.

Bilimoria was 27 years old and had student debts of £20,000 when he decided to brew an Indian beer and make it a global brand. He launched Cobra in 1990, delivering cases of beer in person in his battered, bright green Citroen 2CV.

Today Cobra supplies more than 12,000 off-licence chains, supermarkets and independents in the UK, as well as 6,000 bars, clubs and pubs and nearly 6,000 Indian restaurants . The brand makes some £96 million turnover a year.

As well as telling the stories behind Bilimoria and Cobra, the book offers business tips and interviews with key players at Cobra.

Bottled for Business is published on Feb 15 by Capstone, and will retail for £14.99.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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