The Indian beer industry is grappling with severe challenges as rising input costs, driven by the ongoing war, significantly impact production expenses. Vivek Gupta, CEO of United Breweries Ltd (UBL), highlighted that costs have surged by at least 15% due to increased prices for bottles and raw materials, alongside unfavorable exchange rates for the Indian rupee against the dollar. He emphasized the need for government intervention, as 75% of the beer business is regulated by state governments, limiting pricing flexibility. Gupta noted that the financial strain could lead to supply shortages, particularly affecting smaller breweries that may struggle to sustain operations. Despite these challenges, beer volumes have seen a growth of 4.55% over the past two years, with value growth soaring by 78%. Consumers are increasingly opting for economy brands and smaller pack sizes due to financial pressures, indicating a shift in consumption trends. Gupta urged regulators to consider temporary relief measures to help the industry navigate these turbulent times.