Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala are reportedly considering pilot projects to allow online liquor delivery through platforms like Swiggy, Zomato and BigBasket. According to a report in Economic Times, “The state authorities are taking comments on the pros and cons of online delivery from ecommerce platforms and spirits makers.”
As per the report, the focus will initially be on low-alcohol beverages such as beer, wine, and liqueurs.
This move is driven by changing consumer preferences, particularly among younger demographics, expats, and women who find traditional liquor stores inconvenient. Online platforms argue they can ensure age verification, track sales, and adhere to regulatory restrictions. Dinker Vashisht, vice-president, corporate affairs, at Swiggy, told ET, “Online models ensure end-to-end transaction records, age verification and adhere to limits. Further, online tech stacks synchronise with regulatory and excise requirements, ensuring adherence to timings, dry days and zonal delivery guardrails.”
What is the status right now
While states like Odisha and West Bengal already permit alcohol home delivery, other states have faced political opposition and concerns about the impact on traditional liquor retailers. However, the potential for increased tax revenue and consumer convenience are driving these new initiatives.
Deliveries were allowed temporarily during the Covid-19 lockdowns in Maharashtra, Jharkhand, Chhattisgarh and Assam with restrictions. However, now legitimate deliveries of alcobev are not allowed in these states, even though a few local online platforms continue to deliver, especially in Maharashtra.
The alcohol industry, especially beer and wine makers, is supportive of home delivery, citing increased sales and convenience for consumers.
As India’s alcohol market evolves, the outcome of these pilot projects will shape the future of liquor retail in the country.