Vijay Mallya is recognized for transforming the beer industry in India. Before the significant growth initiated by his United Breweries, beer was not a popular choice among Indian consumers. Currently, India witnesses the sale of 45 crore beer cases annually. Mallya's achievement stemmed from his ability to outmanoeuvre competitors and establish a dominant position in the Indian beer market. However, there was one sector where he faced a legitimate defeat, and that was at the hands of a Bollywood celebrity. This narrative recounts how Danny Denzongpa triumphed over the king of good times in his domain.

Danny Denzongpa's beer empire

Danny, originally named Tshering Phintso Denzongpa, was born in Sikkim in 1948 and embarked on his Bollywood journey in 1971 with the film Zaroorat. Throughout his career, he has appeared in numerous major successes within the Hindi film industry, such as Love Story, Ghatak, Agneepath, Khuda Gawah, Krantiveer, and China Gate. In 1987, he ventured into the brewing industry by establishing Yuksom Breweries in his home state, named after his birthplace. In 2005, he further expanded his business by launching Denzong Breweries in Odisha. Four years later, he acquired Rhino Agencies in Assam. As stated on Yuksom's website, the brand boasts an annual production capacity of 6.8 lakh HL, positioning Yuksom as the third-largest beer company in India, following Kingfisher and Kimaya. All other brands with greater production capacities are international, including Hogaarden, Budweiser, and Carlsberg.

How Danny battled and beat Vijay Mallya

In 2009, the beer market in India was expanding drastically. The North East was considered the final bastion. Vijay Mallya's United Breweries had cornered almost all of India but had not gained entry into the seven states of the northeast. The liquor baron had his eyes set on Assam's Rhino Agencies, a new brewery, for that. However, Danny wanted his Yuksom to dominate the NE market. MSN reported that on hearing Mallya's takeover plans, Danny bought Rhino Agencies himself and solidified his position in the market. UB never did acquire a brewery in the northeast and kept away from production in that market.

The economic impact of Yuskom Breweries

Yuksom primarily hires residents as part of Danny's initiative to support his home state. According to a report by Sikkim Express in 2022, the breweries in the northeastern region provide employment for 250 individuals and contribute approximately ₹100 crore to the local economy annually.

Danny's recent career

Danny has exhibited a decline in his film selection in recent years, opting to concentrate on his business ventures. Nevertheless, the actor has continued to participate in successful projects, such as Baby and its spinoff, Naam Shabana. His most recent appearance was a cameo in the film Uunchai, which features Amitabh Bachchan, Anupam Kher, and Boman Irani, and was released in 2022.

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