India’s government is setting ambitious goals for its alcoholic and non-alcoholic beverages, targeting $1 billion in exports in the coming years. Currently ranked 40th globally in alcoholic beverage exports, India sees significant potential for growth. Major markets of interest include the UAE, Singapore, the Netherlands, Tanzania, Angola, Kenya, and Rwanda.
Expanding Export Horizons
The Commerce Ministry’s APEDA (Agricultural & Processed Food Products Export Development Authority) is spearheading efforts to boost Indian beverage exports as part of the ‘Make in India’ initiative. The aim is to elevate India’s position in the global market, leveraging the growing international demand for Indian spirits.
Current Export Status
India’s exports of alcoholic beverages reached over ₹2,200 crore ($266 million) in 2023-24. With an eye on the $1 billion target, the focus is on increasing export volumes and tapping into new markets. Notably, Diageo India is set to launch ‘Godawan,’ a single-malt whisky from Rajasthan, in the UK.
Future Prospects
Vinod Giri, Director General of the Brewers Association of India, emphasises the potential of Indian products in international markets. He notes that while single-malt whisky will enhance India’s reputation as a high-quality producer, the bulk of exports will come from more accessible beverages like premium whiskeys and rum.
Strategic Recommendations
Giri suggests that the government encourage states to integrate export promotion into their excise policies to support this growth. With significant opportunities in the US, Africa, and Europe, expanding the global footprint of Indian beverages could bring substantial economic benefits.
