YAVASURA literally means ‘Beer’ in Sanskrit. ‘Yava’ means Barley – the main ingredient of beer, and ‘Sura’ stands for alcohol.
Our logo is a negative Y from the word Yavasura. It also resembles three people coming together – the two of us, and the third one is YOU- our client, our friend, our team, our community! Because in the end – beer is all about people coming together, isn’t it?
We will not lie – we had actually sat and googled “Beer in Different Languages”, and happened to come across this perfect, beautiful word, which we quickly fell in love with.
But that is the only part of our story that just ‘happened’. The rest is all pure hard work! Check out our timeline to read about how we were the Romeo to Beer’s Juliet and Majnu to Beer’s Laila. Simply put, we had a real struggle before we started our long-term relationship with Yavasura!
But of course, our story has a happy ending!
Let’s go into flashback mode for a bit if you are up for a little ‘tale about our ale’!
THE BEGINNING / MILLING
The year was 2013, and it was a rainy Saturday evening. Both of us were in quite a tranquil mood as we sat at our favourite window-side seats, looking at the rain and sipping coffee. Ameya had recently returned from Boston, where he’d gone for his post-grad studies. He recalled all the amazing craft beers he’d had when he was ummm ‘studying’ in Boston.
One conversation led to another, and one crazy idea led to yet another. By nightfall, the rain had stopped……. and Project Yavasura had begun!
THE BUMPS / MASHING
But boy, was the journey bumpy. Starting a beer business in India is NOT AT ALL easy! From running around Government offices and regulatory boards, to jumping from meetings with bankers, contractors, fabricators and officials, we had to do it all! Even after we finally managed to submit our files for getting the license, the war was far from won. The next whole year, I had to trip back and forth Mumbai to follow up with the Licensing Department. Every. Single. Week.
WORK BEGINS / BOILING
During this whole process, we acquainted ourselves with tons and tons of theoretical knowledge by reading all about operating and managing a brewery. We also went on a research trip across Europe (on an absolute shoestring budget); explored local breweries and tried out their famous brews.
Now, all we needed was some actual practical hands-on experience. I took up an internship at a brewery in Colorado, USA, to learn the actual brewing process; while Ameya got a scholarship and went to Japan to learn more about efficiency and operations. Of course, he couldn’t stop himself from visiting the breweries in Tokyo as well!
THE LEARNINGS / FERMENTATION
Well, it all added up! The work and efficiency culture I got to observe in the Japanese people was just fantastic and extremely inspirational. That’s the culture and drive towards perfection (Kaizen) we have tried to imbibe at Yavasura!
GOING LIVE / RACKING
Three years later, after lots of perseverance, dozens of Mumbai-Pune trips, and a few meltdowns, we finally got our license! For the next few months, sleep was a luxury, meeting friends was a distant dream, and meal-time meant picking up a slice of pizza and rushing off again.
We were in business!
3 CHEERS FOR US / DISTRIBUTION
After multiple process revisions and trial runs, thousands of tasting sessions and sampling, and of course countless hours convincing our Mum that we were not turning into drunkards, we were ready to kick off!!
Today, we are backed by a small yet super talented team, who are just as passionate about brewing as us. We can proudly say that Yavasura now has more than ten signature beers under its brand!
And of course, something new is always brewing….