Ishwaraj Singh Bhatia, the Chief Operating Officer and Co-Founder of Simba Beer, has been instrumental in transforming India's craft beer landscape. Launched in 2016, Simba Beer has rapidly emerged as a formidable player in the industry.

Under Ishwaraj's operational leadership, Simba Beer has expanded its presence to the 16 Indian states, including Delhi, Maharashtra, Karnataka, and Assam. The company's state-of-the-art brewery in Durg, Chhattisgarh, produces a diverse portfolio of beers—Wit, Lager, Stout, and Strong—that have garnered a loyal consumer base. Notably, Simba Beer was the first in India to introduce bottled stout beer, marking a significant milestone in the country's craft beer evolution.

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By its eighth year, Simba Beer has shown robust growth trajectory. In 2024, the company diversified into the liquor market with the launch of ZigZag vodka, available in original, lime, orange, and green apple flavors. This strategic move aims to capture a significant share of India's evolving spirits market. Beyond product innovation, Ishwaraj has fostered cultural engagement through digital integrations and proprietary event IPs like Brew Off and Uproar. The brand has also partnered with premium events such as India Cocktail Week and Pickle Padel events with Nykaa. Such initiatives have strengthened Simba Beer's brand presence and resonated with India's dynamic youth demographic.

Ishwaraj Singh Bhatia's strategic vision and operational expertise continue to drive Simba Beer's ascent, solidifying its position as a leader in India's craft beer and spirits industry. As Simba Beer continues to expand its footprint in India's alco-bev space, the brand has launched Brew Off, an industry-first initiative focused on collaborative brewing. This platform, which began in Mumbai for Maharashtra microbreweries, has evolved into Simba Garage. The initiative aims to bring together local breweries and push the boundaries of craft beer innovation.

The first product under this platform, Los Pablos, created in partnership with Mumbai's Rolling Mills, marks the beginning of an exciting new chapter. To dive deeper into this initiative and its impact on India's craft beer landscape, we spoke with Ishwaraj Singh Bhatia.​​​​​​​​​​​​​​​​

Simba Beer has always been at the forefront of India’s craft beer movement. How does the launch of Los Pablos through Simba Garage redefine this space?

At Simba, we see craft beer as more than just a beverage—it’s a culture of creativity, quality, and pushing boundaries. With the first Simba Garage limited edition and the launch of Los Pablos, we’re elevating this ethos by creating a platform that connects independent craft brewers with a wider audience.

Los Pablos is the result of the Simba Brew Off, where some of India’s most talented brewers had the opportunity to showcase their skills. By bringing these exceptional brews to life at scale, we’re not just introducing bold new flavors—we’re fostering innovation and growing India’s craft beer community. This initiative ensures that beer lovers get to experience unique small-batch brews that might otherwise be limited to niche taprooms, making craft beer more accessible and exciting than ever before.

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Simba Garage is an exciting initiative. Can you tell us about the idea behind it and how it enables collaborations with local breweries like Rolling Mills in Mumbai?

Simba Garage was born from our passion for experimentation and collaboration. The idea is simple; bring together India’s most talented craft brewers, provide them with a platform to showcase their creativity, and craft something truly exceptional.

Our partnership with Rolling Mills Brewery in Mumbai is a testament to this vision. Los Pablos is a prime example of what happens when two craft beer pioneers join forces. It all began with the Simba Brew Off, where standout brews took center stage. Through Simba Garage, we transformed an outstanding, competition-winning creation into a reality, taking it beyond a one-time experiment and making it accessible to more craft beer lovers. At its core, Simba Garage is about celebrating the art of brewing, fostering innovation, and pushing the boundaries of what’s possible in India’s craft beer space. It’s a space where bold ideas come to life and great beer finds a wider audience.

Los Pablos is your first release under Simba Garage. What makes this beer unique, and how does it reflect Simba’s vision for craft beer innovation?

Los Pablos is a bold, crisp, and refreshing Mexican-style lager that brings something truly unique to the Indian craft beer landscape. With tropical fruit notes and a subtle hint of corn tortillas, it delivers a light, smooth body that’s perfect for Goa’s beachside vibe. This release reflects Simba Beer’s commitment to innovation; stepping beyond traditional malt-forward or hop-heavy profiles to create something fresh and unexpected. Through Simba Garage, we’re collaborating with independent brewers to push boundaries, experiment with new styles, and deliver exciting, trend-setting flavors to craft beer lovers across the country.

Collaborations between breweries are still a relatively new concept in India. How do you see your brand influencing the future of craft brewing in the country?

The craft beer industry in India is still evolving, and collaborations like Simba Garage are crucial in shaping its future. Globally, collaborative brewing has led to some of the most exciting craft beers, and we believe India is ready for that culture. Simba Garage sets the stage for partnerships that celebrate regional flavors, brewing techniques, and creative expression. By bringing together independent brewers, we’re creating a community-driven movement where knowledge, skills, and innovation flow freely. This not only raises the bar for quality and creativity but also helps smaller breweries gain visibility and access to a wider audience. Our goal is to make craft beer more dynamic, inclusive, and exciting for everyone.

Do you see the brand expanding beyond beer in the future, perhaps into other craft beverages or experiences?

Absolutely! Though Simba Garage began with craft beer collaborations, its true spirit is all about championing originality, artisanal skill, and inventive ideas. As we continue to explore new possibilities, there’s always room to expand into experiences that go beyond beer—whether through unique beverage innovations or immersive cultural collaborations. For now, our focus remains on pushing the boundaries of craft brewing, but we’re always open to where the journey takes us.