Liquor industry-In 2013…
India is the 3rd largest liquor market in the world.
One of the fastest growing markets in the world, on the back of demographics & economy. The overall retail market size of liquor is ~$35 billion per annum. Strong MNC presence with Diageo, Beam Global, Pernod Ricard, Heineken, SAB Miller, Carlsberg and more. There are 3 broad categories – IMFL (Indian Manufactured Foreign Liquor which includes whiskey, rum, brandy, vodka & gin), Beer and Country Liquor (cheaper, spiced liquor). Each of these segments has a volume of between 230-260 million cases per annum. Hence, the market is divided almost equally by volume. Overall growth of the market is ~8% per annum, mainly driven by IMFL and beer, Country liquor is a slow growth market. Beer has been consistently growing at over 15% per annum over the last few years. However, the IMFL market is much larger in terms of value – by the sheer difference in price per bottle. Hence, the IMFL market would be over 65% by value and beer would be ~15% by value. FDI – 100% FDI is permitted in the alcoholic beverages sector. Taxation is high, Price is controlled – Excise duties, sales tax, VAT and various intermediary margins contribute bulk of the retail price. In most states, the government tightly controls the retail price of liquor; a tender process is used to determine prices and volumes that will be bought by the distributors. It is estimated that a significant portion of sales in India goes unreported due to taxation structures. Regulatory structure creates high entry barriers-Independent Licenses are required to produce, bottle, store, distribute or retail all liquor products.
The Indian beer market is oligopolistic, with the top 2 brands accounting for nearly 80% of the volumes. The top 3 players are – United Breweries (57% share),
SAB Miller India (20% share),
Carlsberg India (~6-8% share).
There are another 8-10 significant players in the $10 mn to $50 mn...
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