For decades, India has been one of the biggest consumers of Scotch whisky, even surpassing France in 2023 to become the largest market for Scotch by volume, according to the Scotch Whisky Association. However, a shift is underway, and the world’s largest whisky market may soon turn its focus inward.
A Changing Landscape
While the recent reduction in Indian tariffs on Bourbon—lowered from 150% to 100%—made headlines, Scotch whisky tariffs remain high at 150%, despite British government lobbying. Yet, Bourbon isn’t the primary competitor for Scotch in India; rather, it's the rapid rise of Indian whisky brands that is reshaping the market.
Historically, Indian whisky was often perceived as inferior, frequently produced by blending imported malt whisky with molasses-based spirits, which disqualified it from being labelled as whisky in the UK, Europe, and the US. However, India has undergone a whisky renaissance, with high-quality single malts emerging across the country. The Indian whisky market reached a volume of 260.07 million cases in 2024 and is projected to grow at a CAGR of 7.6%, reaching 502.80 million cases by 2034.
A Rich Whisky Heritage
India’s whisky-making tradition dates back further than many realise, even preceding Japan's acclaimed whisky culture. The Kasauli distillery, founded in 1855 in Himachal Pradesh, is one of the oldest in the country. Other notable pioneers include the makers of Rampur single malt (established in 1943) and Amrut (founded in 1948).
Amrut made history in 2004 when it launched its single malt in Glasgow—a bold move given Scotland's whisky dominance. The turning point came in 2010 when Jim Murray's Whisky Bible ranked Amrut Fusion as the third-best whisky in the world. Since then, brands such as Rampur, Paul John from Goa, and Indri have entered the market, positioning India as a serious contender in the global whisky industry.
India's Growing Whisky Dominance
Indian whiskies now comprise eight of the top twenty best-selling whiskies globally. Household names such as McDowell's No.1, Royal Stag, Officer's Choice, and Imperial Blue consistently outsell international brands like Jim Beam, Jack Daniel's, and even premium brands like The Macallan. With brands such as Blenders Pride and Royal Challenge also ranking among the world's highest-selling whiskies, India's whisky market is thriving.
A recent milestone was achieved by Woodsmen Mountain Whiskey, a brand that continues to gain traction in the Indian whisky market. The company recently crossed ₹100 crore in gross ARR for the first time, with founder Shivam Ginglani announcing that over 1.1 million bottles were sold in Q3 across just two states: Delhi and Chandigarh. This level of growth showcases the increasing demand for premium Indian whisky that competes with well-established global brands. As Ginglani stated, "The team also delivered a PAT+ quarter for the first time, making the top line EXTRA SMOOOOTH, just like our whiskey!" This achievement highlights how Indian whisky brands are not only gaining market share but also redefining consumer expectations for quality.
Today, whisky production in India spans the entire country, from the extreme heat of the south, where whisky matures six times faster than in Scotland, to the cooler climates of Kashmir and the Himalayas. This diversity allows for a unique range of flavours and styles that appeal to a broad audience.
Despite India’s growing whisky prowess, Scotch still enjoys an almost mythical status in the country. Brands like The Macallan have built a reputation for premium quality and craftsmanship. As Indian whisky brands rise in prominence, premium whisky connoisseurs continue to seek out established global brands while embracing locally produced high-quality alternatives.
The Future of Whisky in India
While Scotch whisky continues to hold a special place in Indian society, a shift in consumer perception is taking place. As Ipe Jacob of Maharaja Drinks notes, there was once a time when foreign-branded products were deemed superior, but Indian whisky drinkers are now recognising the exceptional quality of their domestic products.
With the Indian whisky market projected to double in value over the next decade, and Indian brands already among the world’s best-selling whiskies, the industry is experiencing rapid expansion. As the whisky industry continues to evolve, brands like Woodsmen Whiskey are demonstrating that India is no longer just a consumer of whisky—it is a formidable producer.
References
For more insights on the whisky industry, visit Visual Capitalist and explore market trends on Value the Markets. Additionally, follow the latest updates from Woodsmen Whiskey to stay informed about emerging trends in Indian whisky production and market growth.