Many states in India, such as Karnataka, New Delhi, Punjab, Haryana, and Tamil Nadu, are considering the option of allowing home delivery of alcohol through popular e-commerce apps like Zomato and Swiggy. This innovation is being driven by the changing perception of alcohol as a recreational drink that can be enjoyed in moderation with meals.
Also, there is a growing demand for more convenient and comfortable shopping experiences, especially among women and senior citizens who may feel uncomfortable buying from traditional liquor stores. During the Covid-19 lockdowns, some states like Jharkhand, Maharashtra, Assam, and Chhattisgarh allowed online delivery of alcohol with restrictions.
In Bengal and Odisha, the online delivery of liquor has led to a significant increase in sales of premium brands by 20-30%. This has also excited alcohol makers about the potential for expanding online delivery services to more states.
The initiative will begin with low-alcohol beverages, such as wine and beer
In a report by ET, Swiggy's Vice-President of Corporate Affairs, Dinker Vashisht highlighted the advantages of online liquor delivery. He mentioned that online models provide a complete record of transactions, verify age, and follow set limits. Platforms like Swiggy also ensure that users adhere to excise regulations such as delivery schedules, dry days, and location-specific restrictions.
A senior executive revealed that the increasing expat population in larger cities, evolving consumer preferences towards moderate alcohol-content spirits for recreational purposes, and the discomfort felt by women and senior citizens when buying from traditional liquor stores have all led to a shift in the alcohol industry.
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