Proost, a homegrown beer startup founded in 2017 by Tarun Bhargava and Vijay P. Sharma, has successfully raised INR 30 crore as part of its ongoing Series-A funding round. The investment was led by existing backers Chimes Group and Srinivasan Namala of Porus Laboratories, with participation from Hyderabad Angels, The Chennai Angels, and other high-net-worth individuals (HNIs).

The newly acquired funds will bolster Proost’s supply chain, support its entry into new markets, and deepen its reach in existing regions. The company also plans to expand its product portfolio and strengthen brand-building initiatives to position itself as a leading player in India’s beer market.

Tarun Bhargava, Co-Founder & CEO of Proost

“We are thrilled to announce this new round of funding, which represents a significant step forward in Proost's journey,” said Tarun Bhargava, Co-Founder & CEO of Proost. “With these funds, we will focus on expanding production capacity, exploring new markets, and deepening our presence in current ones. This brings us closer to our goal of capturing a substantial share of the Indian beer market by the end of the decade.”

Proost operates under the banner of Grano69 Beverages and has already established a robust presence across Delhi, Punjab, Uttar Pradesh, Kerala, Jharkhand, and Karnataka. The company aims to capture a 5% market share in India’s beer industry by the end of the decade, leveraging customer-focused product development, strategic market expansion, and innovation.

Vijay Prakash Sharma, MD & Co-Founder of Proost

The brand is known for its premium quality beers characterized by low bitterness and high drinkability. Proost also prides itself on being a “Made in India” brand, sourcing 99% of its raw materials locally.

A representative from Chimes Group expressed enthusiasm about Proost’s growth trajectory, stating, “Proost’s strong market presence and vision reflect the team’s deep understanding of the Indian consumer. We are excited to support their mission to transform the beer industry with high-quality, innovative products.”

Proost intends to use the funds to introduce new beer variants that cater to evolving consumer preferences. The company also seeks to maintain its competitive edge by tapping into emerging trends and developing products that resonate with the Indian audience.

BL Agro, a prominent FMCG brand, and its agritech arm, Leads Connect, launched SAMARTH 1.0 during Krishi Bharat 2024 in Lucknow. This initiative aims to tackle critical agricultural challenges through scientific collaboration and innovative solutions. The event saw participation from dignitaries, including Shri Surya Pratap Shahi, Uttar Pradesh's Agriculture Minister, Shri Manoj Kumar Singh, IAS, Chief Secretary of Uttar Pradesh, and Jan-Kees Goet, Minister for Agriculture, Fisheries, Food Security, and Nature from the Netherlands.

SAMARTH 1.0, an acronym for "Seminar on Agricultural Modeling and Assessing Risks for Transforming Humanity," focuses on fostering dialogue among stakeholders, including researchers, academics, and industry leaders. The initiative prioritizes sustainable agro-ecosystem development and value chain enhancements.

Highlighting the initiative’s purpose, Dr. Alok B. Mukherjee, Director of Research, Analytics & Modeling at Leads Connect, remarked, “SAMARTH is more than just a research journal. It’s a way to create real, on-ground impact… By combining advanced technology with an interdisciplinary approach and hyper-local intelligence, we are moving beyond conventional AI to embrace strong AI.”

The event also included the announcement of SATI (Satellite Analytics & Transfer Intelligence), a scientific journal aiming to spotlight cutting-edge research in agriculture, climate resilience, and value chain analytics. The top three research papers will be awarded Rs. 50,000, Rs. 30,000, and Rs. 20,000, with selected articles published in SATI after a rigorous peer-review process.

Kisan Samvad, a unique interactive session, enabled farmers to voice their challenges and contribute valuable insights for developing practical, sustainable solutions. This engagement underscored the initiative’s commitment to addressing real-world agricultural issues.

Navneet Ravikar, Chairman and Managing Director of Leads Connect, emphasized the broader mission, stating, “Our efforts are driven by a deep commitment to developing robust and sustainable solutions for agriculture and the environment… SAMARTH 1.0 is a testament to our dedication to transforming lives and bringing smiles to people through impactful solutions.”

Jan-Kees Goet highlighted the Netherlands' shared commitment to agricultural innovation, commending SAMARTH 1.0 for its collaborative vision. He remarked, “It is inspiring to see initiatives like SAMARTH 1.0 echoing values of productivity and sustainability by integrating global and local expertise.”

Shri Manoj Kumar Singh praised Uttar Pradesh’s agricultural heritage and BL Agro’s efforts, noting that advanced technologies like embryo development and zero-waste integrated farming are vital for enhancing productivity and sustainability in the region.

About the Organizations

Leads Connect Services specializes in data-driven agritech solutions, focusing on risk management, climate resilience, and sustainable farming practices. Their expertise in GIS, analytics, and crop assessment fosters resilience in the agricultural sector.

BL Agro, headquartered in Bareilly, Uttar Pradesh, has grown from a mustard trading business to a leading FMCG conglomerate. Known for its popular brands Bail Kolhu and Nourish, the group also champions dairy innovation and sustainable agritech solutions through its subsidiaries.