Peg by peg, Vodka's share is rising in India

Vodka is capturing a record share of India's liquor market, driven by younger consumers and women. This trend marks a significant structural shift towards white spirits, especially vodka. Radico Khaitan's vodka business has seen substantial growth over the past five years. The company has also focused on premiumizing its whisky portfolio to adapt. This strategic move reduces dependence on lower-priced liquor and commodity selling.

Raccontata daeconomictimes.indiatimes.com