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.

As Navratri approaches, Bhagat Halwai is bringing the festive spirit alive with a specially curated menu designed for devotees who wish to enjoy delicious yet fasting-compliant delicacies. Known for its rich legacy of authentic flavors and quality, Bhagat Halwai blends tradition with taste, ensuring that every dish meets fasting guidelines while offering a delightful culinary experience. With ingredients like mildly sweetened sugar, honey, rock salt, dry fruits, and makhane, the menu celebrates devotion without compromising on flavor.

This Navratri, devotees can relish an assortment of vrat-friendly treats, including Aloo Ki Chaat, Vrat Ki Barfi, Sabudana Khichdi, Fruit Chaat, and more. The offerings cater to those observing the festival while ensuring a balance of nutrition and taste. The Fruit Cream, made with fresh fruits and lightly sweetened with vrat-friendly sugar, provides a refreshing dessert option, while the crispy and tangy Aloo Ki Chaat, tossed with rock salt and lemon juice, brings a burst of flavors. The wholesome Sabudana Khichdi, prepared with sago, peanuts, and mild spices, offers a light yet satisfying meal, and the Vrat Ki Barfi, made with makhana and dry fruits, adds a sweet touch to the celebrations. For those seeking something refreshing, the lassi, a popular yogurt-based drink, is available in both sweet and savory variations.

Speaking about this festive offering, Mr. Shivam Bhagat, Director of Bhagat Halwai, expressed his commitment to tradition and quality. "At Bhagat Halwai, we take pride in preserving traditions while offering our customers the finest quality food, especially during sacred occasions like Navratri. Our special Navratri menu is crafted with devotion, ensuring that every dish aligns with fasting guidelines without compromising on taste or nutrition. We invite everyone to celebrate this auspicious festival with us and enjoy the flavors of purity and devotion."

Ms. Riddhi Bhagat, Strategic Director, Bhagat Halwai, emphasized the importance of health-conscious festive meals. "At Bhagat Halwai, we understand the significance of healthy eating, and we are honored to serve our community with meals that uphold these values. Our special Navratri menu is crafted to not only satisfy the hunger of our cherished devotees but also nourish their spirits. We wish everyone a blessed and joyous Navratri, filled with devotion and delicious food."

To ensure that no one misses out on these flavors of devotion, Bhagat Halwai’s Navratri specials will be available across all its locations and for home delivery. With a commitment to hygiene and authenticity, every dish is prepared in dedicated kitchens with the utmost care and attention to detail.

Celebrate the essence of purity and taste this Navratri with Bhagat Halwai’s vrat-friendly delicacies—where devotion meets deliciousness!