Apeda Aims to Export $1 Bn Worth of Indian Alcoholic Beverages

Nitin Konde, Apoorva Bajj

Sep 6, 2024 — 3 min read

Apeda Aims to Export $1 Bn Worth of Indian Alcoholic Beverages

The Agricultural and Processed Food Export Development Authority (Apeda), which is responsible for facilitating exports of agricultural products, has set a goal of $1 billion to promote Indian alcoholic and non-alcoholic beverages internationally over the next several years, in response to the robust demand for Indian spirits around the world. One goal of Apeda's 'Make in India' campaign has been to boost sales of Indian spirits to key international markets.

In terms of alcoholic beverage exports, India is presently ranked forty-first globally. An opportunity for expansion exists due to the rising demand for Indian spirits on a global scale, according to a statement from the Commerce Ministry.

Major markets for the country's alcoholic beverage exports in 2023–24 included the UAE, Singapore, Angola, Kenya, and the Netherlands, with a total value of over INR 2,200 crore. The spirits export value of India reached USD 325 million in 2022–23 and is projected to have strong development due to the high demand for Indian spirits.

Diageo India (United Spirits Ltd) to Set Its Foot in the UK

According to the announcement made by APEDA, Diageo India (United Spirits Ltd), one of the most prominent alcohol and beverage firms in India, is planning to introduce Godawan, an artisanal single malt whisky that is produced in Rajasthan, to the United Kingdom. This will be a significant step forward for the Indian spirits industry.

Godawan is being manufactured by the Government of India as part of their Make in India effort, which has resulted in an investment of more than two hundred crore rupees. By the year 2030, the government of India has set an ambitious goal of achieving a total export value of $2 trillion, with $1 trillion consisting of products and $1 trillion consisting of services. The transformational programs that we are working on, such as Make in India and Atmanirbhar Bharat, are integrally connected to this goal.

Godawan is a shining example of the effectiveness of these programs, according to the Additional Secretary of the Ministry of Commerce and Industry. These programs are pushing India's transformation into a global manufacturing hub.

Rajesh Agrawal, Additional Secretary of the Ministry of Commerce and Industry, and Debra Crew, Chief Executive Officer of Diageo Plc, along with Abhishek Dev, Chairman of APEDA, and Hina Nagarajan, MD and CEO of Diageo India, were the individuals who jointly flagged off the first batch of Godawan to the United Kingdom, as stated by the ministry. Other senior representatives were also present. At the International Food and Drinks Event (IFE) that took place in London in March of this year, Godawan Single Malt whisky was one of the featured beverages. The introduction of Godawan in the United Kingdom and the beginning of exports were both facilitated by this first step. The six-row barley that is used in the production of Godawan has been sourced from within the neighborhood, which contributes to the enhancement of the agricultural income of the local farmers of the Alwar region through the establishment of backward linkages.