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Introduction History Market share Market leaders Change in Govt. policy Economic growth Future aspects
INTRODUCTION
Origin of "liquor" and its close relative "liquid" was from the Latin Verb liquor, meaning "to be fluid Earliest reference to alcohol ( Somras & Sura) traced to year 2000bc
HISTORY..
First brewery in India set up in Kasauli, in Himalaya mountains by Englishman Edward Dyer in 1820s. Dyers brewery produced asias first beer,called LION.
Oligopoly is a form of market where there is domination of a limited number of suppliers and sellers . In Liquor Market UB Group is having a domination in Indian liquor Market.
MARKET SHARE
Category
Whisky Gin Rum Brandy Others Total
Market Share
Market leaders
UB
in the alcoholic beverages industry. Largest producer of beer with approximately 48% market share. Market leaders in Spirits division with about 60% market share.
Radico Mohan
Jagatgit
CURRENT SCENARIO
However post-globalization, the scenario is dramatically opposite. Most contemporary Indians have unearthed themselves from religious bindings and seem to harbor liberal views regarding liquor intake. The significance of alcohol, quite surprisingly, is class-specific;
For Elite class It is prestige issue. For Middle class it represents Modernity and sophistication. For Lower class An antidote to eliminate thoughts of social and economic deprivation.
The governments decision to cut duty on the liquor imports(2002-03) has reinvigorated the liquor business. The paradigm shift in the policy of the government stems from the fact that alcohol contributes to over 10% of the total sales tax revenue. Bagpiper, McDowell, Seagram, Whyte and Mackey, Old Traven and Kingfisher are some of the brands flourishing in the Indian liquor markets.
GROWTH RATE
BEER
12%
200
COUNTRY LIQUOR IMFL WHISKY BRANDY RUM VODKA GIN OTHERS 225 7%
150
160 86 28 38 4.5 3.4 3 12% 10% 6% 8% 25% 10% 7%
100 50 0 Country Liquor Whisky Vodka Beer Rum Gin Brandy Others IMFL
Economic Growth
Research
has suggested that around 50% of all consumption of liquor in India is not recorded. drivers for growth in total consumption are: - Population growth - Average age of initiation into drinking coming down - Favorable change in societal perception
Some
in purchasing power and a constantly upgrading consumer base. Opening up of trade channels.
India has been one of the largest producers of the alcohol in the world and there has been steady increase in its productions over last 15 years. India is the dominant producer of alcohol in the SouthEast Asian region with 65% of the total share and contributes around 7% of the total alcohol beverage imports into the region. There has been steady increase in the production of alcohol in the country, with production doubling from 887.2 million liters in 1992-93, to 1732 million liters in 2000-01, to 2450 million liters in 2009-10.
FUTURE ASPECTS
Indian Liquor Industry expected to grow by 19% per annum. Country liquor likely to grow 400 million cases by 2015-16 Beer likely to grow to 500 million cases by 2015-16 Indian Companies exporting wine & also making global acquisitions.