How Danny Denzongpa Built India’s 3rd-Largest Beer Brand and Beat Vijay Mallya at His Own Game

“From Bollywood to breweries, the veteran actor’s Yuksom Breweries now contributes ₹100 crore annually to the Northeast economy.”

January 10, 2025: Danny Denzongpa, a name synonymous with Bollywood’s golden era, has another remarkable achievement under his belt—building Yuksom Breweries, India’s third-largest beer brand. Not only did Danny establish a thriving business, but he also outmaneuvered liquor baron Vijay Mallya in the beer market, particularly in the Northeast region, a market Mallya’s United Breweries could never penetrate.

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Danny’s Beer Empire

Danny, born Tshering Phintso Denzongpa in 1948 in Sikkim, began his Bollywood journey in 1971 with Zaroorat. While his acting career saw him star in iconic films like Agneepath, Khuda Gawah, and Krantiveer, he diversified into entrepreneurship in 1987, founding Yuksom Breweries in his home state. Named after his hometown, the company expanded in 2005 with the establishment of Denzong Breweries in Odisha and the acquisition of Assam’s Rhino Agencies in 2009.

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Today, Yuksom Breweries has a production capacity of 6.8 lakh hectoliters per annum, making it the third-largest Indian beer brand, behind Kingfisher and Kimaya. The only larger competitors, like Budweiser and Carlsberg, are foreign brands.

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How Danny Outplayed Vijay Mallya

By 2009, Vijay Mallya’s United Breweries had dominated India’s beer market, except for the Northeast—a lucrative and untapped region. The key to this market was Assam’s Rhino Agencies, which Mallya sought to acquire. However, Danny, determined to see Yuksom lead the Northeast market, preempted Mallya’s move by purchasing Rhino Agencies himself.

This bold step not only solidified Yuksom Breweries’ position in the Northeast but also ensured United Breweries never gained a foothold in the region.

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Economic Impact of Yuksom Breweries

Danny’s ventures have had a significant impact on the local economy. His breweries primarily employ locals, aligning with his mission to promote his home state. In 2022, Sikkim Express reported that Yuksom Breweries contributes ₹100 crore annually to the Northeast economy and employs 250 people across its operations.

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Balancing Business and Bollywood

In recent years, Danny has shifted his focus from acting to managing his business empire. However, he still makes occasional appearances in films. Notable performances include Baby and its spinoff Naam Shabana. His most recent role was a cameo in the 2022 release Uunchai, starring Amitabh Bachchan and Anupam Kher.

Danny’s journey from Bollywood superstar to successful entrepreneur showcases his versatility and business acumen. His story is a testament to the power of determination and the impact of giving back to one’s roots.

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Tags:

Danny Denzongpa, Yuksom Breweries, Vijay Mallya, beer market India, Sikkim entrepreneurs, Northeast economy, Rhino Agencies, Bollywood entrepreneurs, Indian beer brands, local economic development.