Maj Gen (Dr) Rajesh Chopra, AVSM (Retd), Director General, Indian Malt Whisky Association on India’s booming malt whisky market, export ambitions, sustainability, and what sets Indian single malts apart on the world stage
What led to the formation of the Indian Malt Whisky Association and its core objectives?
The Indian Malt Whisky Association was incorporated in July 2024 with the vision to protect, preserve, and promote the Indian single malt brand category both domestically and internationally. When we say “protect,” we mean safeguarding the category from fly-by-night operators and imposters. “Preserve” involves maintaining authenticity and world-class specifications, while “promote” is about premiumisation and showcasing our craftsmanship globally.
To this end, we’ve established strict guidelines and standards, secured our certification trademark, and are working toward obtaining a Geographical Indication (GI) tag. This will give Indian single malts the statutory and legal backing enjoyed by associations like Scotch Whisky Association and its global counterparts.
Currently, our members include India’s six largest single malt producers — Paul John, Amrut, Rampur (Radico), Indri (Piccadily), Diageo India, and Alcobrew — collectively contributing over 75 per cent of category revenues. This strong foundation will propel growth and ensure authenticity as the market expands.
What is your outlook for the Alcobev industry’s growth, particularly the malt whisky segment, by FY 2026–27?
The overall Alcobev industry is projected to grow 8–10 per cent annually by FY 2026–27, according to ICRA and Crisil. The market size is expected to reach USD 62 billion by FY 2026, as per the Food Business & MEA report (May 2024).
For the malt whisky segment, particularly the premium end, we’re seeing a 7–8 per cent CAGR projected over the next decade (IWSR). Exports currently stand at around 408 million cases, expected to rise to 467 million over the next five years.
Growth is driven by premiumisation, innovation, and the socio-economic transformation of India — rising disposable incomes, urbanisation, and shifting lifestyle choices. The trust and global recognition Indian malts are earning will only accelerate this momentum.
You mentioned changing consumer preferences. How is the new Indian consumer shaping the malt whisky market?
There’s been a remarkable shift. Today’s consumers — especially in Tier II and III cities — are more discerning. They seek authentic experiences, craft stories, and local pride. They appreciate Indian malts for their origin, flavour, and identity.
We’re witnessing the rise of experiential drinking — whisky tasting clubs, immersive brand events, and whisky tourism are replacing traditional marketing. Social media storytelling and influencer-led digital engagement are bringing younger audiences into the fold.
Moreover, the gender bias around whisky is fading — women are embracing single malts, and the drink is being redefined as a lifestyle choice rather than a status symbol. This inclusive, experience-driven culture will sustain growth for at least the next decade.
Indian single malts have gained strong international recognition. What export opportunities and challenges lie ahead?
Indeed, Indian malts are now winning international awards and accolades regularly, with exports reaching over 60 countries, including the UK, Europe, Japan, and the US. Duty-free shops and global travel retail have also become key channels.
With upcoming Free Trade Agreements (FTAs) — including the India–UK FTA and proposed deals with the EU, Australia, and New Zealand — export opportunities are expanding rapidly. These will enable a level playing field, increased consumer choice, and stronger global visibility.
However, challenges remain — complex taxation, under-invoicing, transfer pricing, and lack of uniform excise policies. We also need clear statutory definitions of what constitutes an Indian single malt, and stronger regulatory protection. The GI tag we’re pursuing will help protect authenticity and origin.
Our goal is to establish Indian single malts as a globally respected category, just like Scotch or Japanese whisky, with premium storytelling, distinctive craft, and export competitiveness.
How central are innovation and sustainability to this growth story?
They are absolutely central. Every IMWA member is deeply invested in innovation and sustainability. Distilleries are experimenting with barrel finishes, yeast strains, hybrid maturation techniques, and regional ingredients to create unique flavour profiles.
On sustainability, the focus is on energy-efficient distilleries, water recycling, biogas, renewable energy, and sourcing local six-row barley from Indian farmers. These practices not only reduce the carbon footprint but also strengthen the “Make in India” ethos by supporting local agriculture and employment.
We also see increasing digital transformation — using QR codes, RFID, and track-and-trace systems for transparency and tax compliance. From “grain to glass,” the entire ecosystem now employs thousands, from farmers to technicians to marketers.
This mix of innovation, authenticity, and sustainability gives Indian malts their global edge.
What regulatory or retail shifts do you anticipate shaping the industry by 2027?
The Ministry of Food Processing Industries (MoFPI) is working on a Model Excise Policy, which will be a major milestone. Once implemented, it will streamline fragmented state excise structures, improve transparency, and enhance investor confidence.
Retail is also becoming more organised and premiumised — through boutique liquor stores, duty-free formats, and online retail (where permitted). Distribution is evolving toward direct-to-consumer models, and e-commerce pilots are underway in select states.
Technology adoption is driving traceability, compliance, and logistics efficiency. The focus is on uniform excise laws, regulatory clarity, and better global branding. With these in place, India can move from being a largely domestic market to a globally export-oriented whisky powerhouse.
What is your personal reflection on India’s malt whisky journey so far?
It’s been extraordinary. Three of the world’s top ten whiskies today are Indian. Our brands like Indri, Rampur, Amrut, and Paul John are competing — and winning — on the global stage.
Coming from an Army background, I find this industry fascinating — it’s a blend of art, science, and craftsmanship. The chemistry behind whisky-making is intricate and inspiring. And now, with the rise of whisky tourism, consumers don’t just drink; they want to connect with the story behind the bottle.
That emotional connection — rooted in Indian soil, skill, and spirit — is what will define the next era of Indian single malts.
