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India to export US$1 billion in drinks
As the world’s global distillers target India as a top priority in the drive for expansion and premiumisation, India itself is embarking on a programme to export US$1 billion worth of alcoholic and non-alcoholic beverages.
The world’s largest consumer of all types of whiskey ranks only 40th in the international league table for exports for alcoholic beverage exports but the government sees huge potential to sell overseas its burgeoning range and styles of home-produced drink.
As part of the ‘Make in India’ initiative, the commerce ministry’s Agricultural & Processed Food Products Export Development Authority has targeted increasing exports of Indian spirits to major foreign destinations including UAE, Singapore, and Europe, notably destinations where there is a large Indian heritage and ex-patriate population..
In 2023-24 the country’s alcoholic beverage exports were worth just £180 million mainly to UAE, Singapore, the Netherlands, Tanzania, Angola, Kenya and Rwanda, so the new target is ambitious.
By comparison in 2023 spirits exports were worth £6.8 billion to the UK and The Scotch Whisky Association says scotch exports topped £5.6bn, the equivalent of 1.35bn 70cl bottles or 43 per second.
One of the first signs of the drive for India to export its higher quality spirits is Diageo India’s launch of its Godawan single malt whisky in the UK.
Distilled in Alwar in Rajastan, Diageo’s CEO Debra Crew says this is “a landmark moment for Indian craft spirits. With its distinctive quality and exceptional craftsmanship, we’re excited to introduce this award-winning Indian single malt to the UK market”.
Vinod Giri, Director General, the Brewers Association of India said: “While the single-malts will play a greater role in making India’s reputation as a high-quality whiskey producer, the volumes will come from beverages which are more palatable taste-wise and price-wise such as premium Indian whiskeys and premium rum.
He also said the national government should urge individual states to include the element of export promotion in their local excise policies.
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