As India becomes an increasingly important alcohol market, more global brands are pivoting to India-first strategies, said the IWSR. 

Especially true of alcohol purchased in travel retail, this includes Diwali-themed products or gift packs with city themes designed to attract the Indian buyer. 

A growing number of brands have also begun partnering with Indian celebrities to provide cultural relevance. 

This is prominent in the whisky sector – which is expanding rapidly within the country – however, it also applies across the board as Indian consumers diversify their drinking habits. 

Travel retail 

The Indian travel retail market is generally growing. According to IWSR data, total beverage alcohol volumes in Indian travel retail increased by 13% in 2024 for spirits. Wine increased by 12% and RTDs by 123%, a large expansion of a currently very small category. 

The upward trend is expected to continue, according to Charlotte Reid, IWSR senior insights manager. Turning to global travel retail (GTR), she said: “With Indian passenger numbers expected to grow by +50% over the next five years and beverage alcohol volumes rising rapidly, it is clear that Indian travellers will be vital to the future success of GTR.” 

She added: “India’s disposable income and travel demands are growing faster than their global counterparts, and this will in turn reshape consumer spending and drive demand in GTR.” 

Within this, in-store duty-free experiences are resonating especially well with Indian passengers. Single malts, aged whiskies and craft gins are now front and centre in Indian travel retail outlets. 

Specifically, whisky and Scotch continue to dominate, with whisky accounting for 74% of the spirits in Indian duty free and Scotch taking up a 65% share.