India is setting its sights on becoming a major player in the global alcoholic beverage market, with plans to ramp up exports significantly. The government aims to hit the USD 1 billion mark in export revenue for Indian spirits and non-alcoholic beverages in the coming years, as part of the 'Make in India' initiative.

Currently ranked 40th worldwide for alcoholic beverage exports, India has considerable untapped potential. In the fiscal year 2023-24, the country's alcoholic beverage exports reached over Rs 2,200 crore. Key markets for these exports include the UAE, Singapore, Netherlands, Tanzania, Angola, Kenya, and Rwanda.

A noteworthy development in this effort is Diageo India’s (United Spirits Ltd.) upcoming launch of 'Godawan,' a single-malt whisky crafted in Rajasthan, in the UK market. This product is expected to bolster India’s reputation as a producer of premium whiskies.

Vinod Giri, Director General of the Brewers Association of India, points out that while single-malt whiskies will enhance India's global image as a quality whiskey producer, the bulk of export volumes will likely come from more affordable and appealing options such as premium Indian whiskies and rum. He notes significant export potential in markets like the US, Africa, and Europe.

To support this ambitious goal, Giri recommends that the government encourage states to integrate export promotion strategies into their excise policies. This move could help India capture a larger share of the international spirits market and realize its full export potential.

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