Proost is the premium beer brand of Grano69 Beverages, a company dedicated to transforming the Indian Alcobev industry. Founded in October 2017 and headquartered in Gurugram, the company went live with its commercial operations in September 2018. The company's vision is to disrupt the Indian beer market as it combines premium quality with affordability and offers beers known for low bitterness, high drinkability, and excellent taste.

The story of Proost is one of great ambition and determination. It entered the highly-regulated Indian Alcobev sector and encountered significant challenges, as the absence of a unified liquor policy meant adhering to state-specific excise regulations. However, Grano69 overcame the challenges with a step-by-step approach, and established itself as a resilient, innovative player in the industry. From selling just 4,000 cases in its first year of operations, Proost has grown to sell over 3,000 cases daily. Its acceptance and demand are shown in its high sales figures.

The idea behind this brand was born out of a need in the market-to provide a premium quality beer that would taste fresh but not at the cost of affordability. "We Brew Passion" is the tagline Proost believes in to materialize that vision. Proost has translated this promise into beers that align with the changing consumption patterns in India, and therefore, it has evolved a different beer experience for the masses.

The major difference between Proost and its contemporaries is its dedication to freshness and quality consistency. The brand offers a unique taste with each draught and unmatched drinkability. Striving for quality and innovation has enabled it to carve out a place in a market where the big fish have played for a long time.

Proost’s success story is also a testament to its founders’ grit. CEO and Co-Founder Tarun Bhargava, alongside Vijay P. Sharma, entered the highly regulated alcobev sector and navigated complex state-wise excise norms with strategic persistence. A finance graduate from the University of Delhi, Tarun previously worked with companies like Aon and IBM before venturing into entrepreneurship. His earlier stint with a hyperlocal startup gave him valuable exposure, which he now channels into running Proost with a pragmatic, practice-first approach. 

Proost started from scratch but has risen exponentially. Its annual revenue has been increased from ₹77 lakhs in FY 2017-18 to a current monthly recurring revenue of ₹10+ crore. It’s also on track to close the year with a top-line revenue exceeding ₹100 crore. It is an indication of the strength of the brand penetration and consumer loyalty. This growth has been supported by cumulative funding of ₹50 crore so far - raised across three rounds, including ₹30 crore as part of the ongoing Series A round.

Proost currently operates in six key markets, which include Delhi, Punjab, Uttar Pradesh, Karnataka, Jharkhand, and Kerala. The company looks at expansion into three more markets over the coming year. Its operations are managed by 90+ professionals who propel the brand's success. With per capita beer consumption in India being lower than the global average, Proost has enormous opportunities for growth in the country. Growing disposable incomes, a younger population, and changing consumer preferences – all factors, together, create a rich ground for the brand's expansion plans.

As beer consumption continues to rise in India due to shifting social norms and increasing disposable incomes, Proost is positioning itself to take advantage of this growth wave. The brand’s ambition is clear — to be among the top five beer brands in India by the end of this decade.

The journey of Proost epitomizes the resilience and innovation necessary to make a mark in a challenging industry. As the brand continually intensifies its presence and explores new markets, it has remained true to its promise of fresh, high-quality beer that celebrates life. Proost is not just bringing quality and freshness to beer; it is transforming the way India experiences beer.

In a thoughtful move towards sustainability, Bhagat Halwai, one of Agra’s oldest and most cherished sweet shops, has introduced an innovative refill discount offer for customers who bring their own clean containers. This initiative aims to reduce packaging waste while rewarding eco-conscious behavior.

The new offer allows customers to refill their favorite sweets directly into their containers and enjoy exclusive discounts, blending the age-old tradition of mithai with a fresh, environment-friendly twist.

“This is more than just a discount—it’s a small yet meaningful step toward protecting our environment,” said Shri Shivam Bhagat, Director, Bhagat Halwai. “With this refill initiative, we’re offering not just mithai, but a way for our customers to make a responsible choice for the planet.”

Echoing the sentiment, Ms. Riddhi Bhagat, Strategic Director, added, “As a brand built on legacy and trust, we want to lead by example in sustainable practices. This is just the beginning of many green efforts we plan to introduce, and we’re excited to have our customers join us on this journey.”

With this initiative, Bhagat Halwai is setting a strong example of how traditional businesses can contribute to a greener future. So the next time you crave something sweet, just carry your container, fill up on deliciousness, and do your part for the environment—one mithai refill at a time.

Hyderabad’s culinary scene welcomes a fresh and exciting concept with the launch of ‘The Quarter Culture’ by PAWWA, a brand known for its creative flair in the food and beverage industry. This new model brings a customizable approach to dining, offering Quarter, Half, and Full portion sizes to ensure that every diner—from light eaters and casual snackers to indulgent foodies—can enjoy a personalized and fulfilling meal experience.

With its focus on flexibility, affordability, and culinary excellence, PAWWA is changing how people eat by allowing them to enjoy the right amount of food that fits their appetite and mood. “There’s more to The Quarter Culture than portion sizes,” said Mr. Sanjay Kumar Reddy Mula, Founder of PAWWA. “It’s about crafting a dynamic, inclusive, and tailored dining experience that lets each guest enjoy food on their own terms.”

Echoing the sentiment, Mr. Sombir of Kompany Hospitality added, “The Quarter Culture’s debut at PAWWA reflects the changing dining preferences of Hyderabad’s food lovers. We aimed to bring an idea where people can enjoy exactly what they crave without compromising on taste, quality, or variety.”

The menu is thoughtfully curated, bringing together traditional and modern flavours that appeal to a wide range of palates. Guests can explore a diverse selection of dishes, including:

• Theka Chakna: Spinach Namak Para, Maddur Vada Dipsticks, Poha-Crusted Prawns
  
  

• Small Plates: Panasakaya Pepper Fry, Toddy Shop Kodi Guddu, Chicken Shangrilla, Bombay Lollipop, Ragi Canape, Kaima Unde
  
  

• Tandoor Specials: Mamsam Chop, Pawwa Murgh Kebab, Pachikaram Royyalu
  
  

• Tandoori Kulchettes: Hari Bhari Sabji, Butter Chicken, Kothimeer Crab
  
  

• Desserts: Irani Chai Cream Brulee, Pawwa Gadbad, Special Halwa Cigarillos
  

  

  

Highlighting the culinary craftsmanship behind the menu, Chef Kethavath Govind, Executive Chef at PAWWA, said, “Every dish at PAWWA is a blend of craftsmanship and flavor. The Quarter Culture allows guests to explore a variety of tastes at their own pace. Great food isn’t just about quantity—it’s about creating memorable culinary moments.”

The concept also aligns with the growing trend of mindful consumption, giving diners greater control over what and how much they eat. Whether guests are looking for a quick bite, a shared tasting experience, or a hearty meal, The Quarter Culture delivers it all without compromising on flavour or creativity.

Hyderabad food enthusiasts can now indulge in a one-of-a-kind dining experience that’s both innovative and affordable. With The Quarter Culture, PAWWA invites everyone to enjoy food their way—on their terms, in just the right quantity.