Economic news Embassy 62
Lessons in enterprise
AERL members got an inspirational masterclass in entrepreneurship from the Chairman of Cobra Beer, Lord Bilimoria, at a meeting at the Athenaeum Hotel.
Commercial attachés heard how the magnate built a business empire from a simple idea he had as a student to create a beer that paired well with curry.
Attachés heard how adversities can be turned into advantages and saw how clever marketing can establish a global brand, even in a highly competitive market.