The India alcohol market comprises liquors such as whisky, rum, gin, beer, and wine. Beer segment dominates the market owing to wide availability and affordable prices. Growing disposable incomes and changing lifestyle of consumers have increased on-premise and off-premise alcohol consumption in India. Increasing number of pubs, clubs, and bars along with growing culture of social drinking are augmenting the demand for alcohol in the country.
The India Alcohol Market is estimated to be valued at US$ 57,116.16 Mn in 2024 and is expected to exhibit a CAGR of 5.6% over the forecast period 2024 to 2031.
Key Takeaways
Key players: Key players operating in the India Alcohol Market are Brand Energy & Infrastructure Services, Layher Holding GmbH & Co. KG, Safway Group Holding LLC, ULMA Construction, PERI GmbH, Altrad Group, MJ-Gerüst GmbH, Waco Kwikform Limited, Turbo Scaffolding, Simplified Scaffolding Pty Ltd., Hunan World Scaffolding Co., Ltd., Tianjin Wellmade Scaffold Co., Ltd., Apollo Scaffold Services Ltd., Pilosio S.p.A., Instant Upright. Brand Energy& Infrastructure Services is one of the leading players in India.
Growing demand: Rising wages and growing affordability have increased social drinking and leisure consumption of alcohol in India. Changing lifestyle and premiumization trend are augmenting the demand for premium and super-premium brands.
Technological advancement: Key players are focusing on development of innovative beer varieties to cater changing tastes of consumers. Players are introducing hoppy, craft and flavored beers. Advanced production technologies are helping players to improve quality and consistency.
Market trends
Increased penetration in tier 2 and tier 3 cities: Earlier alcohol consumption was concentrated in metro and tier 1 cities. However, players are now increasingly focusing on tier 2 and tier 3 cities to tap large population base.
Rise of online retail: E-commerce has opened new avenues for alcohol sales in India. Players are partnering with liquor e-tailers to improve access to branded products in smaller towns.
Market Opportunities
Launch of customized and seasonal products: There is scope for customization and launching seasonal/occasional products tailored for festivals and events in India to drive value growth.
Innovation in flavors and formats: Introduction of innovative flavors especially non-alcoholic beverages, ready-to-drink cocktails, hard seltzers etc. presents lucrative opportunity.
How COVID-19 has impacted India Alcohol Market:
The COVID-19 pandemic severely impacted the India alcohol market in the initial few months after the lockdown was imposed. The complete halt on operations across shops selling alcohol led to zero revenues during the lockdown period. However, as restrictions started easing, pent up demand drove sales in the initial unlock periods. While on-trade channels like pubs, bars and restaurants saw continued struggles due to social distancing norms, off-trade channels like retail shops and online channels gained momentum. In the post-COVID scenario, companies are expanding their portfolio into new categories and channels to tap into evolving consumer preferences. They are also focusing on enhancing their online presence and leveraging digital platforms to drive sales. However, uncertainty around future waves and restrictions continue to pose challenges. Sustaining the momentum in sales achieved after lockdowns and catering to changing consumer behavior will be crucial for future growth.
India Alcohol Market - Region-wise Concentration:
In terms of value, north India accounts for the largest share of over 35% in the India alcohol market led by states like Uttar Pradesh and Delhi NCR. Availability of brands at varied price points and popularity of beer and spirits drive sales in this region. West and south India follow with around 25% share each due to high consumption in states like Maharashtra, Tamil Nadu and Andhra Pradesh aided by cultural acceptability and festivals throughout the year. However, east India currently presents untapped growth potential for companies due to changing mindsets, increasing disposable incomes and emergence of newer consumers in states like West Bengal, Odisha,Bihar and Jharkhand. Concerted efforts are required to educate consumers and strengthen distribution networks in these states.
Fastest Growing Region for India Alcohol Market:
The southern states in India are emerging as the fastest growing region for the alcohol market. States like Tamil Nadu, Karnataka, Andhra Pradesh and Telangana have traditionally seen high consumption fueled by social and cultural drinking occasions. However, changing gender ratios, rising incomes and expanding urbanization are now driving newer consumer cohorts in these states. The young population is more receptive to premiumization and experimentation with newer categories and formats. Companies are capitalizing on these trends by customizing their product offerings, improving availability and leveraging digital platforms to effectively target consumers. Aggressive marketing campaigns around festive seasons and sponsorships are further propelling growth. As a result, southern India is expected to see double-digit growth over the forecast period.
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