Tuesday, May 30, 2006


Below is an over-simplified analysis of the very real differences between India and all other markets; this is drawn from the opinions of Indian management who understand the markets in great depth.

  • India is 28 countries in the context of one. (There are 31 states but some are very small). There are at least 23 quite different markets of importance. In practice, these are largely self-contained markets, with limited cross-border sales, except by smuggling.
  • Each state levies taxation on alcohol at its own determined rates and excise duties, and controls distribution channels in its own way. It is a state-by-state not a national market. Taxes are levied, often at relatively high rates in relation to Indian prices, on all alcoholic products crossing the state borders. The result is that it is essential to have centres of production spread over the major states.
  • The intention to reduce alcohol consumption is written into the Constitution.
  • The population is evidently huge (945 million in 1996 and over 1.1 Billion during 2004). It is still growing by 20 million plus every year, though this may have eased in 2003. However, 600 million at least are still outside the market for anything except very cheap Country Liquor. Advertising has always been officially illegal. In practice, all major brands spent heavily on Surrogate brands under the same brand name (on glasses, mineral waters, bottle openers, fashion articles for men etc.).
  • The Distribution system is still the same for Beer as for Spirits and Wine. All outlets must be licensed; Wholesalers, Retailers, Bars and Restaurants, and Bonded Warehouse operators. They pay the, varying, States licence fees. These can, at present, only sell Indian-made Liquor over most States. It continues to be expected that Beer and Wine may shortly be permitted to sell in more outlets.
  • South India is the largest consumer of IMFL and Beer. It is more important than North and West together. Tax-paid Country Liquor is most important in North and West.
  • The West is declining due to high taxes, and the North increasing in Country Liquor and Beer particularly.

Download the full report: India Alcoholic Beverages Industry Statistics.pdf


Tushar said...

hi ,
i am not able to download your report ; could you please email it to me ; tushar.tuhin@gmail.com . I am interested in reading about Indian consumption patterns.


Anonymous said...

heh, hi there, i too have not been able to get thru to the link that you have uploaded. please check the same, the name sounds suggestive but i can ardly use it.

Anonymous said...

hey please do mail this report to me too.. mailme.vinita@gmail.com

thanka a lot..

Anonymous said...

Hi Iam looking for a hand out or some kind of informational booklet. I have a few contact with liquor manufactures and I intend to Import alcohol in India.

Please send the info to rahulgulati83@gmail.com

thank you!!!

vj said...


doing research on Indian beer industry. wanted the report. could u mail me to vijay_arimburmadham@pgp2008.isb.edu


push said...

hey hi I'm Pushpak,
I too can't accessed d report,can u PLZ mail it 2 me@,,,pushpak_kin@yahoo.com
I'm makin my project report on indian liquor industry.....

Bhavna said...


I am doing a project on the Indian Alcohol Industry and would be very interested in reading this report in full. Could you please mail the pdf to me at queenbhee@gmail.com.

mahesh said...

doing research on Indian beer industry. wanted the report. could u mail me to

Anonymous said...

Seems like an interesting report; someone mail it to me at kumarnain@aol.in

Anonymous said...

Could you please email this to me. Email address is:


Market Maven said...

Hi, can i get the some independent research report on alcoholic Beverages. Please mail the same to ajay_s_thakur@yahoo.co.in

r.y.a.n. said...

hi, also doing a project on the India beverage industry. can u email me the report please?



Anonymous said...

can i please have this report...my e mail id is sunitasun15@gmail.com

Anonymous said...


I really want to read the whole report, can you email it to me please.



Param said...

I love to gather information on the Indian Alcohol Industry, BUT UNABLE TO OPEN THE LINK. Could you please mail the pdf to me at param.ibs@gmail.com


henal said...

hey im unable to open the link that uve posted. i need information on the indian beer industry. pls email it on henalshah72@gmail.com

Deepak Singh said...


would appreciate if someone can email the report to me at deepak2072@gmail.com


Shreya said...


am unable to open the link, would really be thankful if anyone mails the report to shreya.mukherjee1989@gmail.com asap... urgently needed!!!