The super‑premium Indian‑made segment surged at a 34% CAGR, yet it still accounts for less than 1% of total spirits volumes, ISWAI CEO Sanjay Patel said.
Cheapest and regular categories grew at just 1.1% and 1.4% respectively, together still representing nearly half of sales volumes in 2025; the sluggish pace hints at a gradual shift in consumer mix.
Indian malt whiskies expanded 39% annually, outpacing Scotch malts’ 5% growth and overtaking them in sales volumes in 2024, the report noted, while imported spirits rose 8% CAGR, moving their share from 2.4% to 2.7%.
Retail analysts point to rising incomes and revamped store layouts—wider selections, better displays—as key drivers that push shoppers toward premium brands. “Customers now linger longer and try more labels,” said marketing consultant Ramesh Gupta.
The market, valued at roughly ₹6.2 lakh crore ($71 billion), is set to face regulatory scrutiny when the Ministry of Finance convenes in early October to discuss potential excise adjustments. Bengaluru‑based office worker Shreya Menon, who recently switched from a generic spirit to a premium whisky, said the change reflects a broader shift in lifestyle aspirations.