New Delhi: The International Spirit Company sells high-end brands has been run in the Indian army canteen as the sale of Liquor Premium Made-in-India was shot by 264% between April-September this year after these stores were banned from finished goods imported from October 2020.
Sales Liquor which is fully imported in the price bracket of Rs 1,600-2,600 and above for a 750ml bottle in the Canteen Shop Department (CSD) dropped to around 500 cases between April and September from around 17,500 cases in the same period last year, showing the latest data from the Confederation Indian Alcoholic Beverage Company (CIABC).
“The sale of Indian Premium liquor which is good in the CSD canteen will provide a big boost for domestic production of high quality products.
Growth in demand will lead to more investment and employment opportunities.
This is a win-win situation for Indian liquor manufacturers,” said Rakhit N Jagdale, MD, Amro Distilleries, Malt Single Amrut Maker and several Indian products.
In comparison, the sale of Desi Premium liquor grew to around 24,736 cases from around 6,795 cases last year.
All sales figures are for nine liters cases.
“Prohibition has enabled Super Premium products to replace similar imported products.
It is not true to say that imported products do not have an Indian alternative,” Vinod Giri, Director General in CIBC, wrote in a letter to YP Khanduri’s main general, GM in CSD, GM in CSD , GM, the TOI is reviewed.
Some senior executives in the top international liquor companies say that CSD consumers or armed forces and their families have been robbed of choice.
“Even though the sales sauce is correct, this is not about consumer preferences but more about the lack of choice.
This consumer is currently unable to choose between Indian and foreign brands,” a senior executive in a large global liquor company to Ti.
CSD, arguably one of the largest retailers in India with 4,000 shops and annual income around Rs 20,000 Crore, decided to ban 422 imported items directly from the army canteen after PM Narendra Modi for Atmanirbhar Bharat.
At the same time, some domestic producers also, prepare to increase local sales of whiskey malt malt and their gin, at prices above par or above their foreign colleagues.
“Increasing the acceptance of the Indian liquor brand in CSD, especially the premium alcohol, symbolizes the quality of high-quality Indian manufacturers who are committed to delivering,” said Vijay Kautekar, EVP (sales & marketing), John Distilleries, maker Paul John Malts.
The sale of liquor as a whole in CSD grew 70% during the same period last year after the prohibition was applied.
This is far before the civil market outside the CSD where growth for the same period is 23%, CIBC wrote in the letter.