India Scotch Whiskey Market 2024–2033

Reports Description

India Scotch Whiskey  Market was valued at USD 3.8 Billion in 2024 and is expected to reach USD 6.8 Billion by 2033, at a CAGR of 6.3% during the forecast period 2024 – 2033.

Scotch whisky, sometimes known as just “Scotch,” is a kind of whisky that is produced only in Scotland. It is matured in oak barrels for at least three years after being distilled mostly from malted barley.

India Scotch Whiskey Market Growth Factors

Rising disposable income

The market for Scotch whisky has grown dramatically as a result of India’s growing disposable income. People have greater purchasing power and are more likely to spend it on high-end and luxury goods, such as Scotch whisky, as their disposable income rises.

The urban and rising middle classes, who view high-quality spirits as a sign of refinement and social standing, are the groups most affected by this trend. India’s desire for Scotch whisky has also been driven by changing customer tastes and a rising admiration for foreign brands.

Because of this, manufacturers of whisky have become more widespread in the Indian market, providing a variety of goods to suit a wide range of tastes and preferences. Additionally, brand promotions, marketing campaigns, and invitation-only gatherings for high-end customers have all served to increase the allure of Scotch whisky.

Overall, the Scotch whisky industry in India has grown rapidly due to a mix of factors including increased disposable income, shifting consumer tastes, and successful marketing techniques. As a result, both local and foreign businesses find this to be a lucrative market.

Growing production of aged-barrel whiskeys

The Indian Scotch whisky industry has been greatly affected by the creation of aged-barrel whiskies, which have raised customer tastes and increased demand for high-end goods. Indian customers are becoming more discerning when it comes to spirits, and aged-barrel whiskies provide a unique flavour profile along with a perceived status that comes from their skill and ageing process.

This trend has fuelled the growth of Scotch whisky consumption in India, as consumers perceive Scotch as a symbol of sophistication and luxury. Furthermore, whisky matures in barrels to develop rich smells and flavours that satisfy discriminating palates and increase demand for premium Scotch whiskies.

As a result, distilleries in Scotland and beyond have capitalized on this trend by manufacturing a variety of aged-barrel expressions tailored to the Indian market, fostering a culture of respect for fine Scotch whiskies and driving overall market growth in India.

India Scotch Whiskey Market: Restraints

High taxes

Elevated tariffs have the potential to severely impede the Indian Scotch whisky sector by driving up costs and lowering customer affordability. The alcoholic beverage sector in India is heavily taxed by excise tariffs, state taxes, and other levies.

Because of these levies and the higher retail costs they cause, Scotch whisky is now considered a luxury item by many customers. Consequently, the market encounters difficulties in drawing in a wider range of customers, especially from middle-class and lower-class backgrounds.

High taxes further erode market growth and customer trust by limiting affordability and opening doors for illegal commerce and counterfeit goods. Further complicating distribution and pricing plans for whisky manufacturers is the intricate regulatory structure that the Indian market operates under, with different states having different tax rates.

Consequently, high taxes on Scotch whisky inhibit market expansion, limit accessibility, and hinder the realization of its full potential within India’s dynamic and rapidly evolving alcoholic beverage landscape.

India Scotch Whiskey Market: Opportunities

Growing millennial population

The rise of the Scotch whisky market in India has been largely fuelled by the country’s burgeoning millennial population. Premium and foreign spirits, such as Scotch whisky, are becoming more and more popular among millennials as they approach legal drinking age and accumulate wealth.

India’s demand for Scotch whisky has been driven by this particular generational group, which is defined by its inclination for exceptional experiences, high-quality products, and elevated social standing. Furthermore, younger customers now appreciate and value Scotch whisky more due to the effects of globalization and Westernisation.

In addition, Scotch whisky is becoming more and more popular among Indian millennials due to the country’s increasing urbanisation, exposure to global trends via social media, and tourism. Whisky businesses have adapted their marketing methods to appeal to millennials, realising the potential of this demographic group.

They do this by utilising digital platforms, experiential marketing, and lifestyle branding to build relationships and encourage brand loyalty. As a result, the growing millennial population and their changing tastes have worked together to propel the Scotch whisky market in India, establishing it as a profitable and vibrant sector of the nation’s spirits business.

India Scotch Whiskey Market: Segmentation Analysis

India Scotch Whiskey market is segmented by raw material, quality and region.  Based on raw material, the market is classified into malt, wheat, rye, corn, blended and others. Malt dominated the market in 2023 with a market share of 25.0% and is expected to keep its dominance during the forecast period 2024-2033.

Malt whisky’s distinctive qualities and rising consumer appeal have had a major role in influencing the Scotch whisky market in India. Malt whisky, which is prized for its unique flavours and superior quality, has developed a niche market within the larger whisky category as India’s whisky industry changes.

The demand for malt whisky has increased due to a noticeable shift in consumer tastes and rising disposable incomes towards higher-quality spirits. Urbanisation, the westernisation of lifestyles, and the growing middle class’s curiosity about high-end alcoholic beverages all contribute to this demand.

The allure of malt whisky is found in its intricate and nuanced flavour profiles, which are frequently ascribed to ageing techniques, local influences, and conventional manufacturing techniques. Furthermore, malt whisky has become the leading product in the Scotch whisky industry due to the increasing sophistication of Indian customers and their desire for exclusivity and luxury.

Because of this, distilleries in and outside of India are concentrating more on creating and marketing malt whiskies that are suited to the discriminating Indian taste, which is stimulating innovation and market competitiveness.

Based on quality, the market is classified into a premium, high-end premium, super premium and others. Premium dominated the market in 2023 with a market share of 34.1% and is expected to keep its dominance during the forecast period 2024-2033.

The Indian whisky industry has been dominated by premium Scotch whisky, which has captivated customers with its distinctive flavours, high-end branding, and changing consumption patterns. It appeals to sophisticated drinkers who are looking for quality and elegance because of its historic legacy, workmanship, and exclusivity.

An increasing desire for luxury experiences, including premium spirits, has been spurred by an increase in disposable income and the growth of the middle class.

Globalisation and the rise of cocktail culture have also drawn younger, more diverse customers to the whisky industry, expanding its reach beyond traditional whisky connoisseurs. To establish aspirational narratives around their products, businesses have responded by developing novel marketing methods such as immersive events, partnerships with premium brands, and digital interaction.

Furthermore, the emergence of e-commerce platforms has improved accessibility and ease, allowing customers from many regions to browse and buy quality Scotch whiskies. This dynamic environment highlights the critical role that premium Scotch whisky has played in defining India’s expanding whisky market. It is marked by altering customer tastes and a willingness to indulge in premium goods.

Report Scope

India Scotch Whiskey Market: Country Analysis

India Scotch Whiskey market is segmented into South India, North India, West India and East India. West India dominated the global market in 2023 with a market share of 43.1% in 2023 and is expected to keep its dominance during the forecast period.

The West India area, which includes states like Gujarat, Goa, and Maharashtra, is a major force behind the growth of the Indian Scotch whisky industry. West India is a major market base for luxury alcoholic drinks like Scotch whisky due to its growing metropolitan population, vibrant nightlife, and rising disposable income.

Major cities with lots of social and entertainment activity, including Mumbai and Pune, are home to many luxury pubs, restaurants, and clubs that serve Scotch whisky. Furthermore, Goa, renowned for its thriving tourism sector and duty-free alcohol sales, draws travellers from abroad and inside the country who are looking for luxury spirits, such as Scotch whisky.

Furthermore, the region’s strong retail and distribution networks guarantee that Scotch whisky brands are widely accessible, meeting the varying tastes of customers in both metropolitan and semi-urban regions. Scotch whisky brands leverage the aspirational lifestyle associated with West India’s dynamic and cosmopolitan culture through strategic marketing initiatives, partnerships with local influencers, and focused promotional campaigns.

India Scotch Whiskey Market Recent Developments

• In July 2023, India and Australia embarked on efforts to facilitate the export of Indian whiskey to the Australian market. A collaborative working group was formed specifically to investigate the feasibility of a mutual recognition agreement (MRA).

• In June 2023, Bollywood star Sanjay Dutt entered the spirits market with the launch of ‘The Glenwalk,’ his Scotch whisky brand. The company has partnerships with Cartel & Bros, Living Liquidz, Drinq Bar Academy, and Morgan Beverages.

• In February 2024, The Government of Maharashtra and Pernod Ricard India signed a Memorandum of Understanding to establish one of the biggest malt spirit distilleries in India.

List of the prominent players in the Indian Scotch Whiskey Market:

• Diageo (Johnnie Walker Black & White)
• Pernod Ricard (Chivas Regal Ballantine’s)
• Allied Blenders & Distillers (Teacher’s Highland Cream)
• Bacardi (Dewar’s)
• Beam Suntory (Teacher’s)
• William Grant & Sons (Grant’s)
• Brown-Forman (Glenmorangie The Macallan)
• Whyte & Mackay (Whyte & Mackay)
• Radico Khaitan
• Amrut Distilleries (Amrut)
• United Spirits Limited (Black Dog)
• Paul John Distillery (Paul John)
• Sazerac (Monkey Shoulder)
• Ian Macleod Distillers (Isle of Skye)
• Loch Lomond Group (Loch Lomond)
• Glenfiddich (Glenfiddich)
• Glenmorangie (Glenmorangie)
• Balvenie (The Balvenie)
• Ardbeg Distillery (Ardbeg)
• Laphroaig Distillery (Laphroaig)
• Others

These key players are adopting various growth strategies such as mergers & acquisitions, joint ventures, expansion, strategic alliances, new product launches, etc. to enhance their business operations and revenues.

The India Scotch Whiskey Market is segmented as follows:

By Raw Material

• Malt
• Wheat
• Rye
• Corn
• Blended
• Others

By Quality

• Premium
• High-End Premium
• Super Premium
• Others

By Target Consumer

• Teenagers
• Young Adults
• Middle-Aged Adults