Lot of online literature is available in the public domain pertaining to alcoholic beverages( Albev) in India. So a rehashing of facts is not intended. However according to me, from a marketing point of view, some of these features are significant about Indian Albev Industry
- Liquor is a state subject in India (The firms pay excise duty to respective states). So the rules and regulations vary very widely from one state to another
- There are different market structures like - Free Market (Maharashtra), Govt Controlled Market (Kerala) Semi Govt controlled Market (Bangalore), Auction Market, Syndicate Market (Bihar) etc in different states in India
- There is a very high excise duty on imported spirits which when coupled with India's low per capita income results in the market being a hot bed for competition in the economy category drinks
- In Indian context , the alcoholic beverages can be classified as IMFL (Indian Made Foreign Liquor), Country Liquor, Fermented Liquor (Beer and its variants), Imported Liquor (Scotch Cognac and the likes) and Wines. IMFL can be classified as Whiskey, Brandy, Rum, Vodka, Gin etc.
- Unlike other global markets, Brown spirits (Whiskey etal) has higher market share in India
- The home grown global major, The United Breweries Group controls huge market share in almost all of the market segments in Liquor
