India keeps churning out successful companies that don’t burn through cash. Proost Beer is a great example of this in the D2C food and drink world. In FY25, this Indian beer startup saw its sales jump by 2.7x to ₹115 crore, up from ₹42 crore in FY24. It also hit EBITDA breakeven, which is rare in India’s alcohol market because it’s so controlled and takes a lot of money to operate in.
Proost says its FY25 success came from being careful with its distribution, costs, and branding. This makes it one of the fastest-growing D2C brands in India’s alcohol biz. Sales grew 174% from last year, mostly because they sold way more beer, going from 2.5 lakh cases in FY24 to almost 8 lakh cases in FY25. This shows people are digging the brand, and they’re getting it out there in more places.
Going from around ₹42 crore in FY24 to ₹115 crore in FY25 and reaching EBITDA breakeven is a big win for the team, said Tarun Bhargava, CEO and co-founder of Proost. It shows you can build a beer brand in India in a way that lasts and doesn’t waste money. His words show that the D2C market is trending towards founders caring more about profits and running a tight ship instead of just chasing growth at any cost.
One thing that sets Proost apart is how well it controls its costs. The company said it kept marketing and branding spending below 2% of sales, which is way lower than what’s normal in the industry. They also kept the company lean to save on employee costs. This has helped Proost meet what investors want to see in a solid D2C biz model, mainly in areas where there are lots of rules and working capital can be a pain.
Proost is doing well, especially since India’s craft and premium beer market is a bit rocky right now. Some of the first companies in the game have had to rethink their plans because of changing rules in different states. For example, Bira 91, which was once a leader, has cut back and put off its IPO because of money problems. Proost’s ability to sell more beer while keeping costs down points to a strong biz model.
Proost was made to be a modern beer that fits what Indians like these days. It competes with brands like Maka Di, Arbor Brewing Company, Kati Patang, Witlinger, and Simba in the premium and craft beer area. Unlike many of its rivals, Proost has been growing slowly, expanding to new areas and focusing on getting its beer out there instead of spending a ton on branding.
So far, Proost has raised $8 million from investors like Dauble Pte, UMJD Family, Dev Punj, and Manshi Parashar. They didn’t get any new funding in FY25, but reaching EBITDA breakeven makes them look good for future funding or partnerships. With investors keeping a close eye on D2C brands and their financial health, Proost’s success is a good sign.
As the news around Indian D2C startups shifts to focus on profits, Proost’s FY25 shows that being careful with money, running a tight ship, and having a focused distribution plan can lead to lasting brands, even in tough industries like alcohol. Now that they’re making over ₹100 crore and are profitable, Proost is in a good spot to keep growing while being smart with their money. It’s a brand to watch as India’s direct-to-consumer market keeps expanding.
