From Tradition to Triumph: The Story of Murree Brewery Under Isphanyar Bhandara

Meet the Man Behind Pakistan’s Rs 1.66 Lakh Crore Liquor Giant: Isphanyar Bhandara

In a country where alcohol consumption is heavily regulated due to religious restrictions, Murree Brewery, led by Isphanyar Bhandara, stands as a remarkable success story. Owned by the Bhandara family, the brewery is Pakistan’s largest and oldest liquor manufacturer, valued at a staggering ₹1.66 lakh crore. Despite operating in one of the world’s most challenging markets for alcohol, Murree Brewery has thrived by adapting to regulations and diversifying its offerings.

Murree Brewery: A Legacy of Resilience

Historical Roots

• Founded in the 19th century during British rule, Murree Brewery became a part of the Bhandara family’s legacy after they acquired it in 1947, the year of Pakistan’s independence.
• It is one of Asia’s oldest breweries and has become a symbol of persistence in a restrictive environment.

Adapting to Regulation

• Under Pakistani law, alcohol consumption is prohibited for Muslims, who make up 96% of the population, but non-Muslims and foreigners can legally purchase alcohol with special permits.
• Despite these restrictions, Murree Brewery has managed to flourish, becoming a dominant player in the highly-regulated liquor market.

Products and Global Reach

Alcoholic Beverages

Murree Brewery is renowned for its:

1. Murree Beer: Brewed using Australian barley, this beer enjoys significant popularity.
2. Single-Malt Whiskey: Known for its premium quality, it reflects the company’s dedication to craftsmanship.
3. Vodka: Another premium offering that contributes to its reputation.

Non-Alcoholic Diversification

To cater to broader markets, Murree Brewery also produces:

• Fruit Juices
• Packaged Drinking Water

These products are exported globally, further enhancing the company’s international presence.

Isphanyar Bhandara: A Visionary Leader

Business Leadership

Isphanyar Bhandara has successfully modernized Murree Brewery while upholding its rich traditions. His emphasis on quality and innovation has kept the company competitive in a restrictive market.

Political Role

As a member of Pakistan’s National Assembly, Bhandara advocates for socio-economic reforms, particularly for minority communities. His family has a long-standing political legacy, with his father serving under prominent regimes like Zia-ul-Haq and Pervez Musharraf.

The Declining Parsi Community

A Fading Presence in Pakistan

• The Parsis, once numbering over 20,000 in Pakistan in 1947, have dwindled to fewer than 1,000 due to migration and socio-economic challenges.
• The Bhandara family is one of the few prominent Parsi families remaining in Pakistan.

Literary Contribution

Isphanyar’s aunt, Bapsi Sidhwa, is a celebrated novelist known for her book Ice Candy Man, which inspired the film Earth by Deepa Mehta.

Advocacy for India-Pakistan Trade

Bhandara has been a vocal proponent of improving trade relations between India and Pakistan:

1. Costly Imports via Dubai: Currently, Murree Brewery imports raw materials and machinery from India through Dubai, increasing costs significantly.
2. Call for Direct Trade: Bhandara has urged both nations to open the Wagah border for direct trade, emphasizing economic cooperation over political disputes.
3. Focus on Welfare: He highlights the potential benefits for underprivileged communities in both countries if trade barriers are removed.

Important Insights into Murree Brewery’s Success

1. Adapting to Local Regulations:
   • Navigating strict alcohol laws with innovative approaches has kept the company thriving.
2. Diversification:
   • Expanding into non-alcoholic products has enabled Murree Brewery to tap into broader markets.
3. Leadership and Vision:
   • Isphanyar Bhandara’s focus on quality, modernization, and advocacy for trade has ensured the company’s sustainability.
4. Global Presence:
   • Despite challenges, the company’s exports and international collaborations underscore its resilience.

Isphanyar Bhandara’s leadership of Murree Brewery exemplifies how innovation, resilience, and adaptability can lead to success even in challenging environments. His dual role as a businessman and politician allows him to influence economic policies that could benefit both Pakistan and its neighboring countries. Murree Brewery’s journey from colonial times to becoming a ₹1.66 lakh crore powerhouse is a testament to the enduring legacy of the Bhandara family and their commitment to excellence.