date:Sep 26, 2012
kets
A cultural challenge which is present in the Indian market for producers of beverage cans is the attitude towards alcohol, in particular beer. Historically there has been a social taboo to alcohol consumption, but urban consumers have become more exposed to western lifestyles and attitudes are changing. With this relaxation, a large number of international brewers are looking to gain a share of the market. India has seen beer sales increase and Rexam is now able to work with the internatio