NEW DELHI: Move over Glenlivet, Macallan, Lagavulin and Talisker – it is now time for homegrown single malts, whose gross sales have for the primary time overtaken these produced by the world giants.
Early estimates ready by trade physique Confederation of Indian Alcoholic Beverage Companies (CIABC) present that Indian single malts have cornered a share of round 53% of whole gross sales in 2023.Of the overall gross sales of round 6,75,000 instances (of 9 litres every) of single malts in India final yr, round 3,45,000 instances have been retailed by Indian-origin makers, whereas the remaining 3,30,000 have been by Scottish and others.
“In our estimate, the local brands grew by around 23% in 2023, while the imported ones grew at a more conservative 11%. This is a milestone,” Vinod Giri, director-general of CIABC, instructed TOI.
The numbers are seen as a milestone for homegrown gamers. “It’s not everyday that such a feat is achieved. From being mocked around till just a decade-and-a-half back, Indian whisky makers have come a long way as they are now second to none in terms of quality and refinement,” says Thrivikram Nikam, joint MD of Amrut Distilleries.

The craze for ‘Made in India’ manufacturers has prompted Diageo and Pernod Ricard, which supply their single malts primarily from Scotland, to hitch the get together launching native manufacturers. Diageo had launched the Godawan in 2022, whereas Pernod just lately launched its first Indian single malt Longitude 77.
“India is a fast-growing market and very diverse, and the younger audience is experimenting and gravitating towards niche products. Consumers want newer stuff, and there is lot of value in newness,” says Kartik Mohindra, chief advertising and marketing officer at Pernod India.
Paul P John, chairman of John Distilleries that makes its single malts in Goa, says the overseas manufacturers are “panicking now” as Indian firms develop greater. “They were caught napping and are now trying to catch up. Unfortunately, they are taking short cuts, and are producing stuff here that they don’t understand. India has arrived.”
Indian single malt makers dismiss the “arrogance of Scotch puritans” who swear by ‘Scottish climate, Scottish water, and Scottish barley’ to root for the “irreplaceable quality” of the European manufacturers. Prem Diwan, chairman and MD of Devans Modern Breweries, which distils its whiskies in Jammu, says, “The high quality of Indian single malts is completely implausible, which is among the principal causes fuelling their demand. While Scottish makers are very conventional of their processes, Indian makers like to experiment.
Pernod’s Mohindra says there may be sufficient demand for all of the gamers to continue to grow.