The Confederation of Indian Alcoholic Beverage Industry (CIABC) is making a strong case for significant policy changes in the alcoholic beverage sector, focusing on uniform taxation and the global promotion of traditional Indian spirits like Mahua and Feni. At the AlcoBev India 2025 conclave, CIABC Chairman Deepak Roy emphasized the transformative potential of these measures in positioning Indian heritage spirits on the international stage, akin to how Tequila represents Mexico or Sake symbolizes Japan.
“Indian heritage spirits like Mahua and Feni embody the country’s cultural essence. With strategic support, these can become global ambassadors of Indian craftsmanship,” said Roy.
The hospitality industry stands to gain significantly from these initiatives. Globally recognized Indian spirits could enhance the beverage offerings in hotels and restaurants, driving a deeper cultural connection with international guests. Additionally, the industry’s ability to freely communicate with consumers would create new marketing avenues, especially for hospitality brands seeking to integrate unique beverage experiences into their offerings.
India is currently ranked 40th in alcoholic beverage exports, with destinations including the UAE, Singapore, and Kenya. CIABC aims to elevate India into the top 10 exporters globally, targeting a revenue increase from ₹2,200 crore to $1 billion in the coming years. According to CIABC Director General Anant S. Iyer, achieving this will require uniform state taxation policies to streamline the industry’s growth.
For hospitality stakeholders, these reforms promise increased access to premium, homegrown beverages that resonate with a global audience. “A cohesive taxation strategy could make Indian spirits more competitive internationally, benefiting hotels and F&B outlets keen on showcasing local flavors,” said Iyer.
The hospitality sector can play a pivotal role in popularizing Mahua and Feni by curating unique culinary pairings and cocktails. By featuring Indian heritage spirits on their menus, luxury hotels and restaurants could attract both domestic and international patrons, contributing to a larger cultural and economic movement.
This integration of Indian heritage into global hospitality experiences aligns with current trends where guests seek authentic, localized offerings.
