IITians are working extra hard.
I also want to tell you that all IITians are not Engineers.
IIT also produces chemist (Msc.), Pharmacist (B.Pharm & M.Pharm) So, next time if you hear that some IITians has done something in the field of Food or Drug Science don't assume that it is done by some Engineer as it is most probably done either by a Chemist (Msc.) or a Pharmacist.
The Beer is primarily because of English shows. Just like Bollywood made smoking as a cool icon, Hollywood doing the same with Wine, Beer and other. Literally most of the shows have at least one of those scenes.
Just like Baba Ramdev launched Patanjali to compete with the MNCs in FMCG segment, Modi ji is launching this beverage to compete with Breezer which has approximately the same percentage of alcohol and is available in multiple flavours.