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In view of the growing demand for Indian liquor globally, the government is planning to promote alcoholic and non-alcoholic beverages in international markets. The government aims to increase its exports to US$ 1 billion (around Rs 8,000 crore) in the next few years. According to the Agricultural and Processed Products Export Development Authority (APEDA), an arm of the Ministry of Commerce, India currently ranks 40th in the world in terms of alcoholic beverage exports. According to estimates, the country has immense export potential. Under the Make in India initiative, the authority has targeted to increase exports of Indian liquor to major foreign destinations.
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APEDA said in a statement on Wednesday that it aims to potentially increase export revenues to $1 billion in the next few years. The country’s liquor exports crossed Rs 2,200 crore in 2023-24. Maximum exports were to countries like UAE, Singapore, Netherlands, Tanzania, Angola, Kenya and Rwanda. APEDA said Diageo India (United Spirits Limited) is all set to launch Godavan in Britain. This is a single malt whisky made in Rajasthan.
Export plan in America and Europe
On the $1 billion target, Brewers Association of India director general Vinod Giri said there was immense potential in this sector. He said while single malt whisky will play a major role in building India’s reputation as a producer of high-quality whisky, there is expected to be greater demand for beverages that are more palatable in terms of taste and price, such as premium Indian whiskies and premium rum. In terms of value, Giri said there was immense export potential in America, Africa and Europe. He suggested that the government urge states to include export incentives in state excise policies.
