INDIA AIMS FOR $1 BILLION IN BEVERAGE EXPORTS

India is stepping up its efforts to become a global player in the beverage industry, aiming to export US$1 billion worth of alcoholic and non-alcoholic drinks. Although India is the world’s largest whiskey consumer, they currently rank 40th in global alcoholic beverage exports. However, with the government’s renewed focus, this is set to change under the ‘Make in India’ initiative.

The programme, led by the Agricultural & Processed Food Products Export Development Authority, is targeting major foreign markets such as the UAE, Singapore, and Europe. These regions, home to a significant Indian heritage and expatriate population, present ripe opportunities for Indian spirits to make a mark.

Despite exports of alcoholic beverages from India being valued at just £180 million in 2023-24, primarily to countries like the UAE, Singapore, and parts of Africa, the government’s ambition is bold. By comparison, UK spirits exports in 2023 totalled £6.8 billion, with Scotch whisky alone accounting for £5.6 billion – the equivalent of 1.35 billion bottles, or 43 bottles per second.

Vinod Giri, Director General of the Brewers Association of India, highlighted that while Indian single malts will play a key role in establishing India’s reputation for quality, the real export volume will come from more accessible and affordable beverages. Premium Indian whiskeys and rum, in particular, are expected to appeal to a wider international audience.

India’s drive to expand its beverage exports reflects a broader shift towards premium beverages and international recognition. With its vast potential and rich tradition of spirits, India is poised to make significant strides in the global drinks market.