India: Goa-based Reybier making a bold move into India’s mainstream beer market

Goa-based Reybier is making a bold move into India’s mainstream beer market with the launch of Thala, a new brand being introduced as India’s first corn-based beer. The heritage brew uses local ingredients and hopes to invigorate the country’s indigenous brewing traditions, Asian Brewers Network reported on September 18.

Thala is positioned by the brewery as a commercial, heritage beer. It is designed for mass appeal while being deeply rooted in India’s storied brewing history.

Reybier is launching Thala with two distinct variants designed to appeal to a wide spectrum of beer consumers in India:

Thala 888: A super strong traditional beer described as full-bodied and intense, aimed at the large and popular strong beer segment in India.

Thala 555: A mild lager that is positioned as smooth and refreshing, specifically crafted to complement the bold flavors of Indian cuisine.

With this launch, Reybier is hoping to carve out a new space in the market for a commercial-scale heritage beer. By combining a compelling story with an accessible product. Company founder Rasagna Rao Dharmana, the first woman to lead an Indian commercial brewery, notes, “Thala is not a craft beer—it’s something deeper. It’s a revival of India’s forgotten beer traditions, made with corn that Indian farmers have cultivated for generations. We wanted to create a beer that’s rooted in our land and heritage, yet has mass appeal”.

With most modern Indian breweries following the European tradition of brewing from a base of barley Rasagna was inspired to focus on India’s own traditions using indigenous grains. Her mission became to revive and scale this lost heritage for today’s audience.

The Thala brand identity is deeply connected to its ingredients. The beer is brewed using native corn for a smooth, earthy flavor, and pure Goan spring water for a clean base.

The brewery itself is focused on building a sustainable ecosystem. Through conscious sourcing and establishing long-term partnerships with Indian corn farmers, the company aims to create a positive impact at the grassroots level. They are also focusing on minimal waste, eco-conscious packaging.

By deliberately stepping outside the European craft tradition to create a scalable ‘heritage’ beer, Reybier is hoping to champion a new approach for the Indian market. The success of Thala could serve as a strong proof of concept for the industry, encouraging other breweries to further explore India’s vast agricultural heritage.