An Exclusive Interview with Arvind Bajaj, Founder of Conon Beer, an emerging Indian beer brand
Meet Arvind Bajaj, the visionary founder of Conon Beer, India’s rising craft sensation. In this exclusive interview, he shares his bold journey from brewing dreams to market disruption, revealing the passion, innovation, and grit fueling Conon Beer’s meteoric ascent in a competitive landscape.
What inspired you to launch Conon Beer and champion experience-led drinking in India’s evolving beer scene?
Arvind Bajaj: Conon Beer was shaped by a close understanding of how Indian consumers approach strong beer and how their expectations are gradually evolving.
Strength has always been a key factor, but I felt there was space to offer a beer that also delivered smoothness, balance, and a more refined overall experience.
The intent was to create a premium strong beer that people could enjoy not just for its alcohol content, but for how it tastes and how it fits into social moments.
Experience-led drinking, for me, is about being mindful of flavour, feel, and context, ensuring that every sip adds to the moment rather than overpowering it. Conon reflects that balance, combining strength with intention and drinkability.
How is experience-led drinking—through aromas, visuals, and rituals—changing how Indians engage with beer socially?
Arvind Bajaj: Indian consumers today are far more aware and exploratory than they were even a decade ago. Experience-led drinking adds layers to social engagement, it encourages people to notice aromas, appreciate visual appeal, and participate in shared rituals like pouring, pairing, and tasting together.
These elements make beer a conversation starter rather than a passive choice. As a result, beer is becoming more integrated into social storytelling—where people remember not just what they drank, but how they experienced it and who they shared it with.
How do Conon Beer’s brews incorporate elements like unique serving rituals or pairing experiences to elevate drinking?
Arvind Bajaj: At Conon, we design our beers with the end experience in mind, not just the brewing process. From ideal serving temperatures to suggested food pairings, every detail is meant to help the consumer enjoy the beer at its fullest expression.
We encourage mindful consumption,whether that’s enjoying the aroma before the first sip or pairing the beer with foods that enhance its profile. These subtle cues elevate drinking from routine consumption to a more immersive, sensory-led experience.
What role do packaging, taproom vibes, or events play in crafting memorable drinking moments for customers?
Arvind Bajaj: Packaging and physical environments are powerful storytelling tools. Packaging sets the first impression, it signals what the consumer can expect from the beer inside.
Similarly, taprooms and brand-led events allow us to bring the Conon philosophy to life in a tangible way.
These touchpoints help create emotional connections by engaging multiple senses at once. When all elements work together, product, space, and atmosphere, it creates moments that people remember long after the drink is finished.
What hurdles have you faced introducing premium, experience-focused beers in a price-sensitive market like India?
Arvind Bajaj: One of the biggest challenges is shifting perception,helping consumers understand that premium pricing reflects quality, craftsmanship, and experience, not just branding. India is price-sensitive, but it is also increasingly value-conscious. The real hurdle lies in education and trial.
Once consumers experience a well-crafted beer and understand what sets it apart, many are willing to invest in that elevated experience. Building trust takes time, but it creates far more loyal consumers in the long run.
Where do you see experience-led drinking taking India’s beer culture in the next five years?
Arvind Bajaj: I see India’s beer culture becoming more nuanced and occasion-driven. Consumers will start choosing beers based on context—social gatherings, food pairings, or even personal moods.
Experience-led drinking will encourage more experimentation, limited editions, curated tastings, and brand collaborations.
Over time, this will push the industry towards higher standards of quality, storytelling, and innovation, ultimately creating a more mature and globally relevant beer ecosystem.
What advice would you give new brands aiming to disrupt through experiential innovation rather than just volume?
Arvind Bajaj: My advice would be to stay patient and authentic. Experiential innovation cannot be rushed,it requires clarity of vision and consistency across every consumer touchpoint. Focus on building meaningful experiences rather than chasing quick scale.
If your product delivers genuine quality and your brand story resonates, consumers will respond organically. In the long run, depth always outlasts volume.
Arvind Bajaj’s story with Conon Beer inspires entrepreneurs everywhere. As he toasts to future expansions, his insights on resilience and flavor-forward brewing promise more triumphs. Raise a glass to Conon—India’s craft beer revolution is just beginning, led by this trailblazing founder.
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