PEAKLIFE

By Neha Mehrotra

In a market once dominated by mass-produced lagers, Simba Beer emerged as a game changer by being India’s first homegrown, premium craft beer brand that dared to be different. At the helm of this revolution is Ishwaraj Bhatia, the COO and co-founder, whose passion for bold flavours and quality brewing has shaped Simba’s unconventional identity. From challenging industry norms to fostering a creative subculture through music and art collaborations, Ishwaraj has built a brand that’s not just about beer—it’s about self-expression. Now, with the launch of ZigZag Vodka, he’s set to shake up the spirits industry too.

In an exclusive conversation with PEAKLIFE, he talks about the brand’s journey, the craft beer movement in India, and what’s next for Simba.

1. How did Simba Beer happen, and what was the idea behind it?

Simba Beer was born out of a vision to revolutionise India’s beer culture. At a time when the market was saturated with mass-produced lagers, we saw an opportunity to introduce a craft beer brand that stood for individuality, creativity, and bold self-expression. We’ve embraced an unconventional, fearless approach, creating beers with distinct flavours that challenge the status quo. Today, Simba is not just a beer; it’s an experience that celebrates craft, culture, and creativity.

2. What sets Simba apart?

At Simba, quality is the foundation of everything we do. Our brewing philosophy is rooted in craftsmanship, small batch production, and the use of high-quality ingredients. We meticulously source the finest malts, hops, and yeast, ensuring that every batch meets our exacting standards. Our process is driven by precision natural fermentation, no artificial additives, and a dedication to preserving authentic flavours. This commitment to quality translates into a richer, more flavourful beer that resonates with connoisseurs and casual drinkers alike.

3. What are your best-selling beers and your personal favourite flavour?

Simba has an eclectic range of craft beers that have carved a niche in India’s beer scene. Our bestsellers include Simba Stout, which is a rich, full-bodied dark beer with deep coffee and chocolate notes. We also have the Simba Wit, which is a refreshing wheat beer infused with orange peel and coriander and offers a smooth, citrussy experience. For those who prefer a bold brew, they can try the Simba Strong, while the Simba Light is a crisp, easy-drinking beer that’s perfect for long, laid-back sessions.

As for a personal favourite, Simba Stout holds a special place. Its complex, roasted malt profile and velvety finish make it a standout.

4. Do you think today’s consumers care more about the lifestyle a brand represents than just the product itself? If yes, how are you capitalising on this?

Absolutely. Today’s consumers, especially younger audiences, seek more than just a great product—they connect with brands that align with their values, interests, and lifestyles. A beer brand is no longer just about what’s in the bottle; it’s about the culture it represents. Simba has built a brand that resonates with self-expression, creativity, and individuality. This is evident in initiatives like Simba Uproar, a homegrown IP that blends craft beer with music, art, and street culture. We collaborate with underground artists, musicians, and street performers, tapping into subcultures that thrive on originality. By fostering this creative ecosystem, we’re not just selling beer but building a movement that celebrates those who dare to stand out.

5. Simba has collaborated with various artists and festivals, the most significant being the SIMBA Uproar. How do these partnerships align with Simba’s brand ethos, and how does it help in building a community?

Simba Uproar is not just an event; it’s a cultural statement and a key extension of Simba’s vision. As our very own homegrown event IP, it is tailored specifically for the community, providing a highly curated experience that resonates deeply with those who share our values. It embodies everything Simba stands for; boldness, creativity, and a celebration of the unconventional.

Through Simba Uproar, we’ve provided a platform for some of India’s most exciting underground talent, from hip-hop artists like Hanumankind, King, and Seedhe Maut to street performers and visual artists redefining urban culture. The festival is a melting pot of music, street art, skateboarding, and immersive experiences, reinforcing Simba’s deep-rooted connection to alternative subcultures. These collaborations help us create a shared identity and a sense of belonging. By championing grassroots talent, we’re not just building a customer base; we’re nurturing a community that sees Simba as an extension of their lifestyle.

6. How do you see the Indian craft beer landscape evolving in the next five years?

India’s craft beer industry is on the brink of a major transformation. Over the next five years, we expect to see:

● Flavour Innovation: A surge in experimental brews, including fruit-infused, barrel-aged, and seasonal specialities.

● Expanding Craft Culture: More microbreweries and taprooms emerging in Tier 1 and Tier 2 cities.

● Lifestyle Integration: Craft beer brands becoming an integral part of music festivals, street culture, and immersive experiences.

● Sustainable Brewing: A rise in local sourcing and eco-friendly brewing techniques.

SIMBA is poised to lead this evolution. With a strong foothold in cultural collaborations, a commitment to quality, and a rapidly growing community, we will continue to push boundaries.