Home > Sectors we research > Alcohol Alcohol The Key Characteristics of the Indian Liquor market : Varying market structure across states Auction Market - example : Rajasthan Trade holds a disproportionately higher control over brand choice Monopolistic trade Lower availability and higher ECP Free Market - example : Maharashtra Consumer is the king Larger brand choice Largely ATL driven Government wholesale or retail - example : Tamil Nadu or Andhra Pradesh Lesser choice to consumers Largely ATL led Protection to existing brands Company's selling price determined by Government Government wholesale and retail - example : Kerala higher control over brand choice Huge restrictions for entry of new brands Lower availability and higher ECP Market Trends Growth not uniform across segments -segments like wine and white spirits growing though limited for flavors like brandy and premium whisky Presence and share of international players and brands on the rise Category Conventions for marketing and communication Consumption is important but cannot show bottle/product on TV Communication User imagery and lifestyle key drivers Future threats : World Trade Organization obligations BIO and Value Scotches International players using acquisitions route to fuel inorganic growth Flavors Studied : Rum Whisky (regular, prestige and premium) Gin Vodka Premixed Drinks Ready to Drink alcoholic beverages Liqueurs Brandy Regions across which studies undertaken North (Delhi, Ghaziabad, Chandigarh, Lucknow etc.) South (Nellore, Bangalore, Chennai, Hyderabad etc.) East (Calcutta, Patna Guwhati etc) West (Pune, Mumbai, Ahmedabad, Baroda, Nagpur etc.)

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