Accenture to redesign Delhi-based brewery Bira 91's MDM system

Delhi-headquartered brewery Bira 91, which operates in 24 countries globally, has inked a deal with global IT consulting firm Accenture to redesign its master data management (MDM) system to provide a "single, integrated data model" across business processes and applications.  

MDM is a process that creates a uniform set of data on customers, products, suppliers and other business entities across different IT systems 

Accenture explained in a statement that it will deploy a digital core, compromising data, artificial intelligence (AI), and machine learning (ML) — using SAP S/4HANA to integrate disparate technology platforms. The consulting firm said that the cloud platform will increase visibility and accessibility of data across the organisation, helping to inform decision-making and raise productivity. 

“By integrating Bira 91’s data lake with SAP S/4HANA, the company will have access to intelligent search and analytics,” it added. 

Ankur Jain, CEO and Founder of Bira 91 said, “We believe that going digital will play a critical role in driving efficiency and achieving business growth.” 

Established in 2015, Bira 91 is backed by Sequoia Capital India, Sofina of Belgium and Kirin Holding of Japan. The company specialises in flavourful beer and has four breweries in India. 

Bira 91 has acquired The Beer Café, India’s leading Alco-Beverage chain, in October last year, to strengthen its presence in pubs and taprooms. 

“In the current environment of market volatility and supply chain disruptions, responding to ever-changing consumer needs fast is critical to business resilience,” Manish Gupta, managing director and lead for Accenture’s Products group in India, said.  

“By using a robust data-driven technology platform, Bira 91 will have the insights needed to inform core business decision-making and be better positioned to achieve its ambitious expansion targets,” he said. 

Accenture said that it has completed the acquisition of Bangalore-based Flutura to strengthen the company’s industrial AI services for clients in the energy, chemicals, metals, manufacturing and pharmaceutical industries. 

It has also announced an investment of $3 billion over three years in data and artificial intelligence practice and an aim to double the headcount in the AI services to 80,000 through hiring, buyouts and training. 

Digital transformation is high on the agenda for every industry including manufacturing and according to a PwC India survey published in June 2023, 54% of the companies have implemented artificial intelligence and analytics for business functions. 

Sudipta Ghosh, Partner, Industrial Products Sector and Data and Analytics Practice Leader, PwC India, said that organisations are focusing on improving the efficiency of processes, such as reducing the downtime of assets, minimising the maintenance cost of expensive equipment, and automation of processes.