By Karan Bilimoria
'Every bit pretty much as good because the beer itself.' Sir Richard BransonFrom promoting the 1st instances of Cobra out of the again of a battered previous Citroen 2CV alongside the streets of West London to exporting to over forty international locations worldwide, Karan Bilimoria's imaginative and prescient of a much less gassy beer has travelled an extended way.Starting out with a heap of pupil debt, an entire loss of event and oldsters determined for his or her son to get a formal activity, it can all so simply have long past mistaken. yet Karan's single-minded selection to prevail and his skill to motivate these round him to shop for into his imaginative and prescient, grew to become Cobra, sip-by-sip, into the multi-million pound enterprise it's at the present time. Karan's tale bottles the very essence of entrepreneurship: imaginative and prescient, force, creativity and a continuing conflict opposed to all odds, to make the assumption you so passionately think in work.Against the Grain is jam-packed with insights into finance, method, making plans, good fortune, self-discipline, and usually doing the unforeseen to construct your individual company, from anyone who is been there and performed it... and all with slightly much less gas.'Essential reading.' Richard Reed, Co-founder, blameless Drinks'An inspirational story.' Sir Martin Sorrell, leader government Officer WPP'Karan Bilimoria is likely one of the nice entrepreneurs...' Jo Malone, founding father of Jo Malone'Inspiring! … definitely worth the conceal expense for the "Financing Cobra" bankruptcy alone.' Professor John Mullins, London enterprise School'… His tale should still motivate adolescence all over the place who're fired through the dream of turning into a profitable entrepreneur.' Ratan Tata, Chairman, Tata crew
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Extra info for Against the Grain: Lessons in Entrepreneurship from the Founder of Cobra Beer
Having risen through the ranks to the position of Sales Director, he now heads up the sales team for the ethnic restaurant sector. Within this role he oversees the ﬁeld sales and sales support functions. Samson has built up an unrivalled knowledge of the UK’s ethnic restaurant sector over the last 15 years and the excellent relationships he has formed with wholesalers and restaurateurs have provided the foundations on which the Cobra brand has been built. Christopher Edgcumbe-Rendle – Business Development Director Chris Edgcumbe-Rendle joined Cobra in 1996 and rapidly increased the company’s distribution nationally by expanding its route to market across all sales channels in the UK as well as international markets.
So I told him to try Cobra out on the consumers and distributors and then get back to me as soon as he could, but in no more than two days. Fortunately, far from having printed all the labels already, the print shop had not printed any of them yet. Next, Arjun rang with some good news: everyone liked the name Cobra. So I got on the phone to my brother Nadir, who had an advertising agency start-up in Hyderabad. He had put a small team together and the agency was just beginning to make a reputation for itself.
In an ideal world contracts would be drawn up, signed, put on ﬁle and never consulted again until the time came to renew them. But it is always best to consider the worst-case scenario when the agreement is being negotiated. The contract should always be very tightly worded, however good your relationship with the other party, because the person you are sitting across the table from may leave, for whatever reason. They may retire, they may be ﬁred, they may move on, and you will be left to deal with somebody else with whom you may not have the same relationship.
Against the Grain: Lessons in Entrepreneurship from the Founder of Cobra Beer by Karan Bilimoria