India - the world's 3rd largest market for alcoholic beverages - may be on the cusp of a significant transformation. Last week, there were reports of several states exploring pilot projects to enable home delivery of liquor through popular online platforms like Swiggy, bigbasket.com, and Blinkit.

This potential shift could redefine how Indians consume alcohol.

Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala are among the states exploring this new frontier. The move is driven by a growing expat population, changing consumer preferences, and a desire for a more comfortable purchasing experience.

E-commerce platforms see potential in online liquor sales, with states like Odisha and West Bengal already embracing the model. According to retail industry executives, online deliveries have resulted in a 20-30% increase in sales, particularly for premium brands, in West Bengal and Odisha.

"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," said Dinker Vashisht, vice-president, corporate affairs at Swiggy.

It remains to be seen which states will adopt this model and how it will reshape India's alcohol industry meanwhile, what are your thoughts on this?

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$35 billion estimated value of alcoholic beverages market in India

1 in every 7 Indians in the 10-75 age group consume alcohol

43% of alcohol users in India consume more than 4 drinks on a single occasion