Food and grocery platforms like Swiggy, Zomato, and BigBasket might launch delivery of liquor to be home-delivered, including low-alcohol drinks such as beer, wine, and liqueurs, initially in New Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala as pilot projects, according to Economic Times.

"This is to cater to a growing expat population, especially in larger cities, changing profiles of consumers who perceive moderate alcohol-content spirits as recreational drinking along with meals, and women and senior citizens who have flagged buying from traditional liquor vends and shop-front experiences as unpleasant," one of the executives said as per the report.

The relevant authorities are weighing the benefits and drawbacks of the proposal. Executives in the retail sector reportedly stated that internet delivery had increased sales in West Bengal and Odisha by 20–30%. During the Covid-19 lockdowns in Maharashtra, Jharkhand, Chhattisgarh, and Assam, some liquor supplies were permitted.

Liquor to be home-delivered
Image Source: GQ India

Expansion into Ranchi and Other Jharkhand Cities

In 2020, Swiggy and Zomato expanded their services to include online alcohol delivery in non-metropolitan areas in response to the COVID-19 lockout, which had a major negative impact on their main business. Swiggy started delivering alcohol in Ranchi after receiving the required permissions from the Jharkhand government. Zomato did likewise, beginning operations in Ranchi and aiming to spread to seven additional Jharkhand cities. The massive delivery company Swiggy started operating in Ranchi after receiving the required clearance from the Jharkhand government. Zomato later did the same, starting in Ranchi and intending to spread to other Jharkhand cities.

"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," Dinker Vashisht, vice-president, corporate affairs at Swiggy as per the report.

Even after working with the authorities in the main metropolises, several obstacles prevented it from expanding further. According to the article, an industry insider stated that this service is intended to serve customers who consider moderately alcoholic spirits to be an integral part of their dining experience, as well as the expanding expat population, particularly in larger cities. The survey also stated that women and older adults have voiced unease with traditional liquor outlets and prefer the discretion and convenience of home delivery.

Rahul Singh, chief executive of pub chain The Beer Cafe, told the Economic Times, “By enabling online home deliveries of liquor, states can enhance consumer convenience, drive economic growth, and align with global trends while ensuring responsible and regulated alcohol distribution.”

India, the world's third-largest market for alcoholic drinks after China and Russia, may soon switch from offline alcohol purchases to an easier and more comfortable online delivery system.

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