It’s time to curry favour with the web’s chattering classes

Lord Bilimoria, centre, founder of Cobra Beer, has joined forces with his cousin Rashid, left, a technology entrepreneur
Lord Bilimoria, centre, founder of Cobra Beer, has joined forces with his cousin Rashid, left, a technology entrepreneur

The founder and chairman of Cobra Beer will unveil a surprise drive into the technology industry today when he launches a photo-sharing app designed to win market share from Instagram, Flickr and Snapchat.

Lord Bilimoria, who has spent 26 years in the drinks industry, has joined forces with his cousin Rashid Bilimoria, a Boston-based technology entrepreneur, to create PictoSo.

Having achieved success with Cobra, a less gassy lager that many diners enjoy with their Indian food, Lord Bilimoria is confident that his app will find a gap in the popular market for sharing photos on mobiles and online.

“To me, it’s like Cobra,” he said. “The whole idea of Cobra came out of doing something differently and changing the marketplace for ever. Beers had existed