Acknowledgements.
Introduction.
1. Persistence Pays.
2. The First Steps.
3. Financing Cobra.
4. Look After Your Product.
5. The Cobra Family.
6. "My Name Is Dave and I'm A Curryholic".
7. Restless Innovation.
8. Putting Something Back.
9. When The Going Gets Tough.
10. Going Global
Appendix.
A Cambridge law graduate, Karan Bilimoria started his career
somewhat incongruously as a chartered accountant at Ernst &
Young. He was also Sales & Marketing Director at European
Accounting Focus Magazine. Also incongruously, it was
approximately a year later that he began to realise his vision
for
a less gassy, premium quality lager brewed to appeal to ale
drinkers and lager drinkers alike. At the time, Karan was
27
years old and with £20,000 of student debt.
Since founding Cobra Beer, Karan has also expanded his product
range to include General Bilimoria Wines in 1999, and founding
Tandoori Magazine and curryzone.com. He is a
member
of the government?s National Employment Panel, and Chairman
of The Panel?s Small and Medium-Sized Enterprise
Board. He is also Vice Chairman of the London Chamber of
Commerce and Industry?s Asian Business Association.
"... part biography, part business masterclass, and the Cobra
founder divulges an array of useful advice in a simple way."
(Daily
Telegraph, February 2007)
"Business tips from Lord B are dispersed within a biography"
(Financial Times, February 2007)
"a very informative and refreshing book, if Carlsberg made a
book, it wouldn't be as good as this one. (Beat Magazine,
February
2007)
"As well as telling the stories behind Bilimoria and Cobra, the
book offers business tips and interviews with key players at
Cobra.? (Off Licence News, February 2007)
"Like Cobra itself, the book is refreshing, easily
digestible, and won't leave you feeling bloated as many
entrepreneurial books ..." ( City AM, 1ST March 07)
business master class called Bottled for Business" ( The
Telegraph , February 2007)
"...advice for prospective business owners in (Bilimoria) own
enthusiastic style".( Smallbusiness.co.uk, February
2007)
"Bilimoria's guide to help aspiring entrepreneurs make it in
the
branded world reads like a dream?engaging to the very
end?" ( Start your business magazine, February
2007'
"The success of the brand and the lessons learned from it are
the main thrust of an informative book.... " ( the Guardian,
23 February 2007)
"the book will help anyone interested in taking a good idea and
turning it into a successful business." (
Redhotcurry.com)
"Like Cobra Beer itself, the book is refreshing, easily
digestible, and won't leave you feeling bloated as many
entrepreneurial text-books out there might..." (City Am, 1st
March 2007)
"In his new book, Bottled for Business, which chronicles the
Cobra story, Bilimoria predicts that by 2014, his beer will be
a
billion-dollar brand." (Director, March 2007)
"Bottled for Business tells the story of entrepreneur Karan
Bilimoria, founder of Cobra Beer, and how he made Cobra one of
the
fastest growing beer brands in the UK and a successful global
business in just 15 years." ( The Grocer, 3rd March
2007)
?It is honest about incipient mistakes and is
imaginatively designed, with plenty of ?top
tips??? (Professional Manager, May
2007)
?Every bit as good as the beer itself? (Sir Richard
Branson) (Tandoori Magazine, March 2007)
?If you read Bilimoria?s book ? and you should
? you can?t help but be struck by the influence of his
father.? (Edge Magazine, May 2007)
"?Karan shares his inspiring story of building an
award-winning consumer brand from scratch." (First Voice,
June/July 2007)
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