India Eyes $1 Billion Export Potential in Global Spirits Market Under 'Make in India' Initiative

by  EVENTFAQS Bureau Industry Watch | September 4, 2024 | News

Agricultural and Processed Food Export Development Authority Godawan Diageo India

India currently ranks 40th in the world for alcoholic beverage exports, and some estimate that the country has huge unrealized export potential. The global demand for Indian spirits is increasing, presenting an opportunity for growth. The Agricultural and Processed Food Export Development Authority (APEDA) plans to promote both the Indian alcoholic and non-alcoholic beverages in the international regions. It is potentially eyeing $1 billion in export revenue over the next few years. APEDA as part of the ‘Make in India’ initiative has been targeting to increase exports of Indian Spirits to major foreign destinations.

Diageo India, among the country’s leading alco-bev companies, also participated in the International Food and Drinks Event (IFE), London in March 2024 under the ambit of APEDA and undertook promotions of Godawan.  This worked as a precursor to launching Godawan, an artisanal single malt whisky in the UK.

The first batch of Godawan was flagged off to United Kingdom jointly by Rajesh Agrawal, Additional Secretary, Ministry of Commerce & Industry, Government of India, and Debra Crew, Chief Executive of Diageo Plc, Abhishek Dev, Chairman of APEDA, and Hina Nagarajan, MD & CEO, Diageo India along with other senior representatives from Diageo.

Godawan, an artisanal single malt whisky from Diageo, the largest producer of Scotch Whisky in the world, is produced under the Make in India initiative of the Government of India with an investment exceeding INR 200 Crore, Diageo India has introduced Godawan, an exceptional offering from it’s Alwar Distillery, the only Alliance for Water (AWS) certified distillery in Asia. 

Godawan not only exemplifies the Indian Craftsmanship from the state of Rajasthan on the global stage, it also supports the farming community in and around Alwar on sustainable agriculture practices. The six row barley used in the production of Godawan, has been locally procured that helps in enhancing the agricultural income of the local farmers through it’s backward linkages.

Additional Secretary, Ministry of Commerce & Industry said, “As we celebrate this milestone, it is vital to reflect on India’s broader vision for global trade. The Government of India has set an ambitious target of $2 trillion in exports by 2030 - $1 trillion in goods and $1 trillion in services. This is not merely a numerical goal; it is a bold statement of intent: to establish India as a leader in the global economy. This vision is intricately tied to our transformative initiatives: ‘Make in India’ and Atmanirbhar Bharat. These programs are propelling India's transformation into a global manufacturing hub, and Godawan stands as a shining example of their success. With every product, APEDA export, especially those like Godawan that embody such high standards of craftsmanship, we send a clear message: India is ready to lead, innovate, and excel on the world stage.”

Debra Crew, Chief Executive, Diageo Plc said, “Diageo is committed to supporting India’s long-term economic development, and the launch of Godawan in the UK represents a landmark moment for Indian craft spirits. With its distinctive quality and exceptional craftsmanship, we’re excited to introduce this award-winning Indian single malt to the UK market.  We will continue to invest in innovation and manufacturing excellence in India as part of our long-term strategy.”