19 Sep 2016
Cobra Beer’s founder on business as a creative forceTopics:
Photo by Jason Alden
Like so many entrepreneurs before him, Karan Bilimoria (PPL 2011) started Cobra Beer to fill a need: “I hated fizzy lagers,” he told The Daily Telegraph. “Some ales were quite pleasant, but far too heavy and bitter to enjoy with a meal. I wanted to create a beer that had a smoothness and a good, distinctive taste that would work well with food.” He founded Cobra in 1989, going door-to-door to introduce stores and restaurants to the brand and somehow turning “noes” into “yesses.” The first five years were the hardest: “...[T]here was this credibility gap between what we felt we could achieve and what other people could see we had created so far,” he explains.
In a frank Q & A, Bilimoria talks about the company’s beginnings, affirms his lifelong commitment to education, offers top tips for entrepreneurs, and reflects on the creativity of business.
Class of PPL 2011