A new Indian beer to rival Cobra has been launched in the United Kingdom. Adi Adi is due to go on sale later this month and will be the only Indian-brewed beer available in Europe. The beer will be bottled and distributed by Essential Gardens, a company set up by Pradip Kumar and John Eipe, who plan to start their business by importing two container loads every month. Adi Adi is the Indian for "cheers".