Bira 91 which is battling a deepening financial crisis is now forced it to sell its assets to pay its employees. With production halted in key markets and liquidity crunch, Bira91 is on the brink of collapse, marking one of the most dramatic downturns in the Indian beverage industry in recent years.

Its parent, B9 Beverages Ltd, confirmed that it plans to sell one of its assets to raise immediate cash to clear pending salaries, provident fund dues and restart operations, a move that underscores how serious the cash flow problem has become. The decision comes after months of worsening financial strain, production has reportedly been stalled since July 2025 in several regions, hundreds of employees have not been paid, and more than 250 staff members have petitioned the board and shareholders demanding leadership change and accountability for unpaid dues and operational paralysis.

According to filings and reports, the company posted a net loss of ₹748 crore on revenue of ₹638 crore for FY24, reflecting falling sales volumes and mounting costs as the brand’s once-booming business model began to unravel under regulatory bottlenecks and overextension. It is reported that lenders have already taken control of The Beer Café chain after defaults on pledged shares, raising fears that more assets could be at risk if the situation persists.

Reports suggest that the founder and CEO, Ankur Jain has reached out to investors to raise bridge capital even as he negotiates an asset sale to meet immediate payroll obligations. Production shutdowns have also disrupted supply chains and trade relationships, leaving distributors, vendors and partners uncertain about its future. The coming weeks will be critical, whether it can close the asset sale, restart production and convince its stakeholders that it remains a viable player in India’s premium beer market, remains to be seen.