INDUSTRIES & MARKETS

Alcohol market in India

 Table of Contents

01 General overview 04 Market players

Revenue growth of alcoholic drinks worldwide 2015-2027 03 Leading breweries and distilleries in India 2022, by net sales 22
Volume of alcoholic drinks worldwide 2014-2027 04 Revenue of alcoholic beverage companies in India FY 2022 23
Global share of beer consumption 2021, by region 05 Total revenue of Radico Khaitan FY 2013-2023 24
Sales value share in IMFL sector India FY 2021, by type 06 Total revenue of United Spirits FY 2013-2023 25
Rum sales value India FY 2015-2025 07 Total revenue of United Breweries FY 2014-2023 26
Total revenue of Globus Spirits FY 2013-2023 27
02 Market size
IMIL market size India FY 2010-2025 09 05 Alcohol consumption
Beer market size India FY 2010-2025 10 Per capita consumption of alcohol in India 2013-2028 29
IMFL market size India FY 2015-2025 11 Brandy consumption volume India FY 2015-2025 30
Whiskey market size India FY 2015-2025 12 Volume of wine consumption in India 2016-2025, by type 31
Wine market size India FY 2010-2025 13 Volume of champagne consumption in India 2016-2025 32
Types of alcohol drinkers in urban India 2023 33
03 Export and import
Export value of alcoholic beverages from India FY 2015-2023 15 06 Consumer behavior
Export volume of alcoholic beverages from India FY 2015-2023 16 Familiarity with alcoholic beverages India 2022 35
Export value of alcoholic beverages from India FY 2023, by leading destination 17 Most preferred alcoholic beverages in India 2023 36
Import value of alcoholic beverages to India FY 2018-2023 18 Popular occasions to drink whiskey in India 2022, by age 37
Import volume of alcoholic beverages India FY 2016-2023 19 Most popular item purchased on social media in India 2023 38
Import value of alcoholic beverages India FY 2023, by country of origin 20 Popular items among holiday shoppers in India 2022, by age 39

1
CHAPTER 01

General overview
 Revenue growth of the alcoholic drinks market worldwide from 2015 to
2027
Revenue growth of alcoholic drinks worldwide 2015-2027

10%
8.05%

5.68% 5.5% 5.32%

5.16% 5.16%
5%
3.41% 3.33%
2.27%
0.85%
Revenue growth

0%
-0.38%

-5%

-6.36%

-10%

-13%
-15%
2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

3 Description: The global revenue growth in the alcoholic drinks market was forecast to continuously decrease between 2023 and 2027 by 2.9 percentage points. The revenue growth is estimated to amount to 5.16 percent in 2027.Find other key market indicators
concerning the alcoholic drinks market worldwide, such as revenue and volume. Read more
Note(s): Worldwide; 2015 to 2027
Source(s): Statista; Statista Consumer Market Insights
 Volume of the alcoholic drinks market worldwide from 2014 to 2027 (in
million litres)
Volume of alcoholic drinks worldwide 2014-2027
Consumption in million liters

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

4 Description: The global volume in the alcoholic drinks market was forecast to continuously increase between 2023 and 2027 by 24.3 billion litres (+8.62 percent). The volume is estimated to amount to 306.4 billion litres in 2027.Find other key market indicators
concerning the alcoholic drinks market worldwide, such as revenue and revenue growth. Read more
Note(s): Worldwide; 2014 to 2027
Source(s): Statista; Statista Consumer Market Insights
 Share of beer consumption worldwide in 2021, by region
Global share of beer consumption 2021, by region

Share of global consumption

0% 5% 10% 15% 20% 25% 30% 35%

Asia 31.4%

Europe 26.5%

Central and South America 18.3%

North America 14.1%

Africa 7.9%

Oceania 1.2%

Middle East 0.6%

5 Description: Asia represented the largest share of global beer consumption in 2021. The region made up nearly a third of all consumption with Europe in second at over a quarter. Read more
Note(s): Worldwide; 2021
Source(s): Barth-Haas Group; GlobalData; Kirin
 Share of sales value in Indian made foreign liquor (IMFL) sector in India in
financial year 2021, by type
Sales value share in IMFL sector India FY 2021, by type

White Spirits 6%

Rum 11%

Brandy 15%

Whisky 68%

6 Description: In financial year 2021, over 68 percent of the sales value of Indian made foreign liquor in India was Whisky. Furthermore, white spirits was estimated to have the highest growth rate of over nine percent from financial year 2021 to 2025 in the country.
Read more
Note(s): India; FY 2021
Source(s): Technopak Advisors
 Sales value of rum in India from financial year 2015 to 2021, with an
estimate for 2025 (in billion U.S. dollars)
Rum sales value India FY 2015-2025

3.5
3.2

3.0

2.5
Sales value in billion U.S. dollars

2.5
2.2

2.0
1.7

1.5

1.0

0.5

0.0
FY 2015 FY 2020 FY 2021 FY 2025*

7 Description: In financial year 2021, the rum sector had a sales value of over two billion U.S. dollars across India. Furthermore, this value was estimated to increase to over three billion dollars by the financial year 2025. Read more
Note(s): India; FY 2015 to FY 2021; *Provisional India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
CHAPTER 02

Market size
 Size of Indian Made Indian Liquor (IMIL) market in India from financial year
2010 to 2021, with estimates until 2025 (in million cases)
IMIL market size India FY 2010-2025

400

350
350 340
330 325
300
300 290
Market size in million cases

250

200

150

100

50

0
FY 2010 FY 2015 FY 2020 FY 2021 FY 2022* FY 2025**

9 Description: In financial year 2021, the Indian Made Indian Liquor (IMIL) had a market size of about 290 million cases across India. Furthermore, this was estimated to increase to 350 million cases by the financial year 2025. Read more
Note(s): India; FY 2010 to FY 2021; *Estimate. **Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
 Size of beer market in India from financial year 2010 to 2021, with
estimates until 2025 (in million cases)
Beer market size India FY 2010-2025

500
450
450

400
350
Market size in million cases

350
300 300
300

250 230
200
200

150

100

50

0
FY 2010 FY 2015 FY 2020 FY 2021 FY 2022* FY 2025**

10 Description: In financial year 2021, the size of beer market was about 230 million cases across India. Furthermore, the market size of beer was estimated to increase to 450 million cases by the financial year 2025. Read more
Note(s): India; FY 2010 to FY 2021; *Estimate. **Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
 Size of Indian Made Foreign Liquor (IMFL) market in India from financial
year 2015 to 2021, with an estimate for 2025 (in billion U.S. dollars)
IMFL market size India FY 2015-2025

35
32.3

30
Market size in billion U.S. dollars

25
22.5
20
20

15 13.3

10

0
FY 2015 FY 2020 FY 2021 FY 2025*

11 Description: In financial year 2021, the Indian Made Foreign Liquor (IMFL) market size was about 20 million U.S. dollars across India. Furthermore, the market size is likely to increase to over 32 million dollars by the financial year 2025. Read more
Note(s): India; FY 2015 to FY 2021; *Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
 Size of whiskey market in India from financial year 2015 to 2021, with an
estimate for 2025 (in billion U.S. dollars)
Whiskey market size India FY 2015-2025

25
22.4

20
Market size in billion U.S. dollars

14.9
15 13.6

10 8.7

0
FY 2015 FY 2020 FY 2021 FY 2025*

12 Description: In financial year 2021, the size of the whiskey market was over 13 billion U.S. dollars across India. Furthermore, the market size is likely to increase to over 22 billion dollars by the financial year 2025. Read more
Note(s): India; FY 2015 to FY 2021; *Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
 Size of wine market in India from financial year 2010 to 2021, with
estimates until 2025 (in million cases)
Wine market size India FY 2010-2025

4.0

3.5 3.4

3.0
Market size in million cases

2.5 2.5
2.5
2.2
2
2.0
1.6
1.5

1.0

0.5

0.0
FY 2010 FY 2015 FY 2020 FY 2021 FY 2022* FY 2025**

13 Description: In financial year 2021, the size of the wine market was worth about two million cases across India. Furthermore, the value of the wine market was estimated to increase to 3.4 million cases by the financial year 2025. Read more
Note(s): India; FY 2010 to FY 2021; *Estimate. **Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
CHAPTER 03

Export and import

 Value of alcoholic beverages exported from India between financial year
2015 and 2023 (in million U.S. dollars)
Export value of alcoholic beverages from India FY 2015-2023

400
369.59

350 327 322 316

310.31
298.9 302
Export value in million U.S. dollars

300 278

250 231

200

150

100

50

0
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

15 Description: In fiscal year 2023, the export value of alcoholic beverages from India amounted to 316 million U.S. dollars. This was an increase as compared to the previous fiscal year. The majority of the beverages were exported to the United Arab Emirates. Read
more
Note(s): India; FY 2015 to FY 2023
Source(s): APEDA; DGCI&S
 Volume of alcoholic beverages exported from India between financial year
2015 to 2023 (in 1,000 metric tons)
Export volume of alcoholic beverages from India FY 2015-2023

300

264.63
247.46
250 238.67 241.24
Export volume in thousand metric tons

230.83 231.6 230.9

197.87
200

150 139.36

100

50

0
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

16 Description: In fiscal year 2023, the export volume of alcoholic beverages was over 230 thousand metric tons from India. This was an increase as compared to the previous fiscal year. The volume of alcoholic beverages exported from India has been fluctuating over
the years. Read more
Note(s): India; FY 2015 to FY 2023
Source(s): APEDA; DGCI&S
 Export value of alcoholic beverages from India in financial year 2023, by
leading destination (in billion Indian rupees)
Export value of alcoholic beverages from India FY 2023, by leading destination

Value in billion Indian rupees

0 1 2 3 4 5 6 7

United Arab Emirates 6.65

Singapore 2.09

Democratic republic Congo 1.7

Ghana 1.41

Tanzania 1.27

Angola 1.18

Cameroon 0.85

Rawanda 0.74

Netherlands 0.67

Nigeria 0.52

17 Description: In fiscal year 2023, the United Arab Emirates was the leading destination for alcoholic beverages exported from India with an export value of over six billion Indian rupees. The second leading destination was Singapore with an export value of over two
billion Indian rupees. Read more
Note(s): India; FY 2023
Source(s): APEDA; DGCI&S
 Import value of alcoholic beverages to India from financial year 2018 to
2023 (in million U.S. dollars)
Import value of alcoholic beverages to India FY 2018-2023

900
797.64
800

700 667.6 656.06

Value in million U.S. dollars

601.15 587.45
600
543.73

500

400

300

200

100

0
FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

18 Description: In fiscal year 2023, the import value of alcoholic beverages to India was about 798 million U.S. dollars. This was an increase as compared to the previous year when the import value was over 587 million U.S. dollars. Read more
Note(s): India; FY 2018 to FY 2023
Source(s): APEDA; DGCI&S
 Volume of alcoholic beverages imported to India between financial year
2016 to 2023 (in 1,000 metric tons)
Import volume of alcoholic beverages India FY 2016-2023

700
645.76

587.94
600 563.73 572.77
Volume in thousand metric tons

500 472.12
451.54

400
330.66
303.46
300

200

100

0
FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

19 Description: In fiscal year 2023, the import volume of alcoholic beverages was over 330 thousand metric tons to India. This was a decrease as compared to the previous fiscal year when the import volume was over 472 thousand metric tons. Read more
Note(s): India; FY 2016 to FY 2023
Source(s): APEDA; DGCI&S
 Import value of alcoholic beverages to India in financial year 2023, by
country of origin (in million U.S. dollars)
Import value of alcoholic beverages India FY 2023, by country of origin

Value in million U.S. dollars

0 50 100 150 200 250 300 350 400

United Kingdom 373.88

United States 163.18

Singapore 58.09

United Arab Emirates 47.19

Brazil 20.24

Ireland 18.73

France 17.08

Australia 10.6

Germany 9.87

Italy 8.72

20 Description: India imported alcoholic beverages from the United Kingdom which amounted to approximately 374 million U.S. dollars in fiscal year 2023. The second leading importer was the United States with an import value of over 163 million U.S. dollars followed
by Singapore. Read more
Note(s): India; FY 2023
Source(s): APEDA; DGCI&S
CHAPTER 04

Market players
 Leading brewery and distillery companies in India as of July 2022, by net
sales (in billion Indian rupees)
Leading breweries and distilleries in India 2022, by net sales

Net sales in billion Indian rupees

0 20 40 60 80 100 120 140

Radico Khaitan 124.71

United Spirits 93.82

United Breweries 58.32

Globus Spirits 15.79

Tilaknagar Industries 13.23

Piccadilly Agro Industries 5.75

Associated Alcohol and Breweries 5.13

GM Breweries 4.58

Jagatjit Industries 4.51

Som Distillerie 2.51

Pioneer Distillerie 2.12

Piccadilly Sugar and Allied Industires 0.35

Ravi Kumar Distileries 0.28

Winsome Breweries 0.08

22 Description: In 2022, Radico Khaitan was the leading brewery and distillery company in India with net sales of about 125 billion Indian rupees. The second leading company was United Spirits with net sales of about 94 billion Indian rupees. Read more
Note(s): India; as of July 2022
Source(s): Moneycontrol
 Revenue of alcoholic beverage companies in India during financial year
2022 (in billion Indian rupees)
Revenue of alcoholic beverage companies in India FY 2022

100
93.82

90

80
Revenue in billion Indian rupees

70
58.38
60

50

40
28.68
30

20

10 4.24

0
United Spirits United Breweries Radico Khaitan Sula Vineyards

23 Description: The United Spirits company had the highest revenue of over 93 billion Indian rupees in the financial year 2022. This was followed by United Breweries with a revenue of over 58 billion rupees in the same year. The size of alcoholic beverage market was
over two trillion Indian rupees in the same period. Read more
Note(s): India; FY 2022
Source(s): Sharekhan
 Total revenue of Radico Khaitan from financial year 2013 to 2023 (in billion
Indian rupees)
Total revenue of Radico Khaitan FY 2013-2023

35
31.52

30 28.79

24.36 24.38
Value in billion Indian rupees

25
21.1
20 18.49
16.91 17
14.88 15.33
15
12.89

10

0
2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

24 Description: In financial year 2023, the total revenue of Radico Khaitan amounted to about 32 billion Indian rupees. This was a an increase as compared to the previous year. Radico Khaitan is the fourth largest liquor company, previously known as Rampur Distillery.
The company manufactures Indian-made foreign liquor, industrial alcohol, country liquor, and fertilizers. Read more
Note(s): India; FY 2013 to FY 2023
Source(s): The Economic Times
 Total revenue of United Spirits from financial year 2013 to 2023 (in billion
Indian rupees)
Total revenue of United Spirits FY 2013-2023

120

104.48

100 94.23
90.75 91.36
87.1 86.66 86.59
83.54 83.76
Value in billion Indian rupees

82.09
79.37
80

60

40

20

0
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

25 Description: In financial year 2023, the total revenue of United Spirits amounted to more than 104 billion Indian rupees. This was an increase as compared to last year. United Spirits Limited is the world's second-largest spirits firm by volume. The Indian alcoholic
beverage company is headquartered in Bangalore. Read more
Note(s): India; FY 2013 to FY 2023
Source(s): The Economic Times
 Total revenue of United Breweries Limited from financial year 2014 to
2023 (in billion Indian rupees)
Total revenue of United Breweries FY 2014-2023

80 75.41

70
65.04 65.14

58.62
60 56.3
Value in billion Indian rupees

51.26
50 47.73 47.86
42.6 42.91

40

30

20

10

0
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

26 Description: The total revenue of United Breweries in India was over 74 billion Indian rupees in the financial year 2023. This was an increase as compared to the previous years. United Breweries was owned by the UB Group, and headquartered in Bengaluru,
Karnataka. Read more
Note(s): India; FY 2014 to FY 2023
Source(s): The Economic Times
 Total revenue of Globus Spirits from financial year 2013 to 2023 (in billion
Indian rupees)
Total revenue of Globus Spirits FY 2013-2023

25

21.17

20
Value in billion Indian rupees

15.86
15
12.33
11.68
9.92
10 8.6
7.79
7.11
5.9
5.3 4.99
5

0
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

27 Description: In financial year 2023, Globus Spirits total revenue was worth over 21 billion Indian rupees. There was a consistent increase in the revenue of the company since the financial year 2014. In the Indian alcohol industry, Globus Spirits offer a balanced
business strategy that includes every component of the spirits value chain. Read more
Note(s): India; FY 2013 to FY 2023
Source(s): The Economic Times
CHAPTER 05

Alcohol consumption
 Per capita consumption of alcohol in India from 2013 to 2028 (in liters of
pure alcohol)
Per capita consumption of alcohol in India 2013-2028

3.5
3.18 3.2 3.21 3.23 3.24
3.12 3.14 3.16
3.05 3.05 3.07 3.09
3.01 3.01 2.97
3.0 2.86
Consumption in liters of pure alcohol

2.5

2.0

1.5

1.0

0.5

0.0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

29 Description: The alcohol consumption per capita in India was forecast to continuously increase between 2023 and 2028 by in total 0.1 liters (+3.16 percent). The per capita consumption is estimated to amount to 3.24 liters in 2028. Read more
Note(s): India; 2013 to 2028; all values are estimates
Source(s): Statista
 Consumption volume of brandy in India from financial year 2015 to 2021,
with an estimate for 2025 (in million cases)
Brandy consumption volume India FY 2015-2025

90
82.5
80
71
Consumption volume in million cases

70 67
62
60

50

40

30

20

10

0
FY 2015 FY 2020 FY 2021 FY 2025*

30 Description: The consumption volume of brandy was 62 million cases in financial year 2021 across India. Furthermore, the consumption volume is likely to increase to about 83 million cases by the financial year 2025. Read more
Note(s): India; FY 2015 to FY 2021; *Provisional. India's financial year begins in April and ends in March. For example, FY 2022 started in April 2021 and ended in March 2022. Read more
Source(s): Technopak Advisors
 Volume of wine consumption across India from 2016 to 2021, with an
estimate for 2025, by type (in million liters)
Volume of wine consumption in India 2016-2025, by type

Consumption in million liters

2016 2020 2021 2025

0 20 40 60 80 100 120 140 160

Total 24.5 31.1 34 52.2

Still Light Grape Wine 16 17.1 18.2 25.7

Other Fortified Wine 7.8 13 14.7 24.6

Fortified Wine and Vermouth 7.8 13 14.7 24.6

Still Red Wine 12.8 13.7 14.7 20.5

Still White Wine 3.23.43.5 5.2

Sparkling wine 0.8

1.1
11.9

Other Sparkling Wine 0.5

0.7
0.8
1.4

Champagne 0.3
0.3
0.3
0.5

31 Description: In 2021, about 34 million liters of wine were consumed in India. Out of this, over 18 million liters of wine consumed were still light grape wine in the South Asian country. A compound annual growth rate of wine consumption of over 11 percent was
estimated from 2021 to 2025. Read more
Note(s): India; 2016 to 2021
Source(s): Agriculture and Agri-Food Canada; Euromonitor
 Volume of champagne consumption across India from 2016 to 2021, with
an estimate for 2025 (in million liters)
Volume of champagne consumption in India 2016-2025

0.6

0.5
0.5
Consumption in million liters

0.4

0.3 0.3 0.3

0.3

0.2

0.1

0.0
2016 2020 2021 2025

32 Description: Over 300 thousand liters of champagne were consumed in the South Asian country of India in 2021. The consumption volume of champagne was likely to increase to almost 500 thousand liters by 2025 in India. Read more
Note(s): India; 2016 to 2021
Source(s): Agriculture and Agri-Food Canada; Euromonitor
 Types of alcohol consumers in urban India as of January 2023
Types of alcohol drinkers in urban India 2023

50%
46%
45%

40% 38%

35%
Share of respondents

31%
30%

25%

20%

15%

10% 7%
5%
5%

0%
Teetotallers Social drinkers (occasionally, at Regular drinkers (weekends, Daily drinkers Prefer not to say
parties, birthdays, etc.) after work, etc.)

33 Description: In to a survey about alcohol consumption and purchase among urban Indians in January 2023, 38 percent of respondents were social drinkers and consumed alcohol only occasionally during parties and birthdays. In comparison, 46 percent of
respondents never consumed alcohol. Read more
Note(s): India; January 23 to 27, 2023; 2,060 respondents
Source(s): YouGov
CHAPTER 06

Consumer behavior
 Most consumed alcoholic beverages in India as of February 2022
Familiarity with alcoholic beverages India 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Beer 56%
Wine 55%
Vodka 47%
Whiskey 46%
Rum 38%
Breezer 32%
Brandy 32%
Gin 25%
Tequila 24%
Prepared cocktails or ready to serve cocktails 18%
Liqueurs 11%
Cider 10%
Other 3%

35 Description: According to a survey conducted on the most approved alcoholic beverages in February 2022, beer and wine were the most popular alcoholic drinks among the majority of Indian consumers. In comparison, 10 percent of consumers preferred cider. Read
more
Note(s): India; February 8 to 11, 2022; 1,058 respondents
Source(s): YouGov
 Most preferred alcoholic beverages in India as of January 2023
Most preferred alcoholic beverages in India 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

Beer 32%

Wine 22%

Whiskey 14%

Breezer 8%

Vodka 8%

36 Description: According to a survey conducted on alcoholic beverages consumption and purchase in January 2022, beer was the favorite alcoholic drink among 32 percent of urban Indian consumers. In comparison, 22 percent of respondents preferred wine for
romantic dinner. Read more
Note(s): India; January 23 to 27, 2023; 1,030 respondents
Source(s): YouGov
 Leading occasions to drink whiskey in India as of February 2022, by age
Popular occasions to drink whiskey in India 2022, by age

Share of respondents

18 to 29 years 30 to 39 years 40 years and older

0% 10% 20% 30% 40% 50% 60%

At an office party 14% 19% 20%

At a formal conference 15% 17% 21%

At a house party with friends 12% 17% 20%

While relaxing alone after a long day 15% 17% 20%

While clubbing with friends 14% 17% 17%

37 Description: According to a survey conducted on the most popular occasion to drink whiskey among Indian consumers in February 2022, 21 percent of respondents aged 40 years and older drank whiskey at a formal conference. In contrast, 14 percent of respondents
aged 18 to 29 years only drank it at an office party and while clubbing with friends. Read more
Note(s): India; February 8 to 11, 2022; 1058 respondents
Source(s): YouGov
 Most popular item purchased on social media in India as of February 2023
Most popular item purchased on social media in India 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Clothing 63%

Fashion accessories (e.g. jewelry, watches, etc) 50%

Bags and shoes 48%

Consumer electronics (e.g. smartphones, smartwatches, headphones, etc) 43%

Cosmetics and beauty products 42%

Food, snacks, and non alcoholic beverages 34%

Household and decorative items 32%

Dietary/Nutritional supplements or functional foods 17%

Pet supplies 14%

Alcoholic beverages 12%

Other 4%

38 Description: A survey conducted by Rakuten Insight in February 2023 found that 63 percent of respondents in India purchased clothing items on social media. Furthermore, about 50 percent of respondents reported buying fashion accessories such as jewelry and
watches on social media. Read more
Note(s): India; February 9 to 28, 2023; 26,345 respondents; 16 years and above
Source(s): Rakuten Insight
 Most popular items to buy among consumers during holiday period in
India as of November 2022, by age
Popular items among holiday shoppers in India 2022, by age

Share of respondents

55 years and above 45 to 54 years 35 to 44 years 25 to 34 years 16 to 24 years

0% 10% 20% 30% 40% 50% 60% 70% 80%

Consumer electronics (e.g. smartphones, laptops, gaming consoles, etc)

Apparel and footwear

Cosmetics and beauty products

Jewelry and fashion accessories (e.g. watches, bags, etc)

Alcohol and specialty foods (e.g. holiday cookies, cakes, caviar..)

Children's toys and games

Furniture and home improvement

Household electronics incl. smart home electronics

Others

39 Description: According to a survey conducted by Rakuten Insight in November 2022, consumer electronics, apparel and footwear, and jewelry and fashion accessories were the most popular among Indian consumers across the age group. Consumer electronics were
most popular among respondents between 35 and 54 years old, around 67 percent of which intended to or already bought items in this category. Read more
Note(s): India; November 11 to 30, 2022; 25,672 respondents; 16 years and older
Source(s): Rakuten Insight
 Sources

Agriculture and Agri-Food Canada

APEDA
Barth-Haas Group
DGCI&S
Euromonitor
GlobalData
Kirin
Moneycontrol
Rakuten Insight
Sharekhan
Statista
Statista Consumer Market Insights
Technopak Advisors
The Economic Times
WHO
YouGov

40