How Indian Single Malts Are Redefining Luxury Whisky On The Global Stage

Luxury in spirits has traditionally been defined by geography, Scotland for whisky, France for cognac, Japan for precision-led craft. India, despite being one of the world’s largest alcohol markets, historically

occupied the role of consumer rather than creator. That distinction is now being dismantled.

Indian single malts have emerged as one of the strongest beneficiaries of this recalibration. According to industry data, the category has recorded compound annual growth well above 25 percent over the past two years, even as overall spirits growth remained measured amid economic and regulatory headwinds.

What distinguishes this phase of growth is its foundation. Unlike earlier premiumisation waves driven largely by imported brands, the current momentum is being fuelled by indigenous innovation from tropical maturation to the use of native raw materials and alternative cask finishes.

“Consumers today are not just buying a label; they are engaging with how a whisky is made,” says Hamavand Chinoy, Director, South Seas Distilleries and Breweries. “There is growing interest in production methods, ageing environments and flavour architecture, and Indian distillers are uniquely placed to deliver on that.”

That advantage is rooted in climate and context. “What’s working in favour of Indian single malts is that they are not trying to imitate Scotch anymore,” says Sanjeev Banga, President – International Business, Radico Khaitan. “They are building whiskies suited to their climate, raw materials, and consumer palate. Tropical ageing accelerates interaction with wood, and when managed well, it creates complexity much faster. Globally, buyers are recognising that this isn’t a compromise, it’s a different, legitimate expression of single malt.”

One such indigenous input is mahua, a traditional Indian spirit derived from the mahua flower. Long associated with local and informal consumption, mahua is now being reinterpreted through modern distillation and maturation practices, signalling a broader effort to reposition native spirits within the premium and super-premium spectrum.

This shift coincides with a structural change in consumer behaviour. IWSR data highlights that Indian consumers are buying alcohol less frequently but opting for better-quality products, accelerating premiumisation even in a cautious economic climate. Younger legal-drinking-age consumers, in particular, show a willingness to experiment with domestic premium offerings that reflect cultural authenticity.

At the same time, imported single malts especially Scotch have faced headwinds. In 2024, Scotch single malt volumes declined in India, while Indian single malts expanded, reflecting not just availability advantages but a growing confidence in local quality standards.

“Indian single malt is now taking on global single malts on the world stage,” notes Chinoy. “Improved quality benchmarks and a more informed consumer base have changed the conversation entirely.”

As distillers focus on long-term maturation, disciplined scaling, and flavour-led differentiation, Indian single malts are increasingly being viewed not as regional curiosities but as credible players in the global premium spirits ecosystem.