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Bourbon Whisky On The Rocks : A Toast To Trade Or A Threat To Local Brands?
In a significant shift in trade policy, India has reduced tariffs on bourbon whisky, lowering them from 150% to 100%. This decision, which impacts imports of American brands such as Suntory's Jim Beam, follows trade discussions between Prime Minister Narendra Modi and former U.S. President Donald Trump. While seen as a move to strengthen economic ties with the United States, it has sparked concerns within India's domestic liquor industry.
Breaking Down The Tariff Cut
The revised customs duty structure, officially announced on 13 February 2025, comprises a basic duty of 50% and an additional 50% levy, cumulatively reducing the tariff to 100%. Notably, this adjustment applies exclusively to bourbon whisky, while tariffs on other imported alcoholic beverages remain unchanged at 150%. The Indian government's decision is perceived as an attempt to align its trade policies with global norms while maintaining its broader protective stance on liquor imports.
Domestic Industry Raises Red Flags
Despite the potential trade benefits, the Confederation of Indian Alcoholic Beverage Companies (CIABC) has voiced strong opposition to the tariff reduction. The organisation fears that lower duties, coupled with excise concessions on imported liquor, could significantly disadvantage Indian spirits and wines.
Anant S Iyer, Director General of CIABC, called the move a "double whammy" for local manufacturers, warning that Indian brands might struggle to compete with cheaper imports. In response, CIABC has urged the government to withdraw excise concessions on imported liquors, advocating for a more balanced trade policy that supports domestic players.
The Global Trade Barrier Concern
Beyond domestic fears, CIABC has also highlighted international trade challenges, particularly in India-UK trade negotiations. One major contention is the UK's requirement that whisky must mature for at least three years before being recognised as whisky. Indian manufacturers argue that in India's warmer climate, whisky matures much faster, making this rule an unfair barrier to Indian whisky exports.
The organisation has called for the elimination of such non-tariff barriers, pushing for greater recognition of Indian spirits in global markets and ensuring that India's trade agreements are reciprocal in nature.
A Phased Approach : The CIABC's Proposal
In an effort to strike a balance between trade liberalisation and domestic protection, CIABC has proposed a gradual reduction of import duties over a decade. This phased approach would allow Indian manufacturers time to adjust, ensuring that they remain competitive in both domestic and international markets. The organisation has also urged the government to take proactive measures in promoting Indian whisky as a premium global brand.
The Bigger Picture : India's Expanding Liquor Market
India's alcoholic beverage market, valued at $35 billion, is on a rapid growth trajectory, expected to reach $55 billion by 2027. The industry is a major economic contributor, generating over Rs 3 lakh crore in state revenues, creating jobs, and supporting agriculture. Despite high import duties, alcoholic beverage imports surged to $1 billion in 2023, with distilled spirits dominating at 56% of total imports.
Meanwhile, U.S. alcohol exports to India rose by 32%, reaching $20.5 million. With India's rising middle class and growing preference for premium spirits, international brands are eager to expand their footprint in the country. However, domestic producers fear that without protective measures, they could lose market share to global giants.
Final Pour : What Lies Ahead?
As India recalibrates its trade policies on imported liquor, concerns from domestic industry players continue to grow. The Confederation of Indian Alcoholic Beverage Companies (CIABC) has urged the government to reconsider excise concessions and adopt a phased approach to import duty cuts, ensuring a level playing field for local manufacturers. Meanwhile, challenges like non-tariff barriers in Western markets and the evolving landscape of global trade remain pressing issues.
With the Indian alcoholic beverage sector contributing significantly to the economy, the question remains-how will policymakers strike a balance between fostering international trade partnerships and protecting domestic industries?
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