Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala are reportedly exploring pilot projects to permit online liquor delivery through platforms such as Swiggy, Zomato, and BigBasket. According to a report by Economic Times, “The state authorities are taking comments on the pros and cons of online delivery from e-commerce platforms and spirits makers.”
The initial focus will be on low-alcohol beverages like beer, wine, and liqueurs. This initiative responds to shifting consumer preferences, particularly among younger people, expatriates, and women who find traditional liquor stores inconvenient. Online platforms claim they can ensure age verification, monitor sales, and comply with regulatory restrictions. Dinker Vashisht, Vice President of Corporate Affairs at Swiggy, told ET, “Online models ensure end-to-end transaction records, age verification and adhere to limits. Further, online tech stacks synchronize with regulatory and excise requirements, ensuring adherence to timings, dry days, and zonal delivery guardrails.”
Current Status
States such as Odisha and West Bengal already allow alcohol home delivery, while others have encountered political resistance and concerns about the impact on traditional liquor retailers. Nevertheless, the potential for increased tax revenue and enhanced consumer convenience is driving these new initiatives.
During the Covid-19 lockdowns, temporary alcohol deliveries were permitted in Maharashtra, Jharkhand, Chhattisgarh, and Assam with certain restrictions. Currently, however, legitimate alcohol deliveries are not allowed in these states, though some local online platforms, particularly in Maharashtra, continue to offer delivery services.
The alcohol industry, especially producers of beer and wine, supports home delivery due to its potential to boost sales and offer greater convenience for consumers. As India’s alcohol market evolves, the outcomes of these pilot projects will influence the future of liquor retail in the country.
