India is on course to become the world’s largest Scotch whisky market in both value and volume over the next few years, according to Scotch Whisky Association (SWA) Chief Executive Mark Kent CMG. It is driven by rapid economic growth, increasing competition, and rising demand for premium brands.
Kent highlighted that India already leads globally in Scotch whisky imports by volume and ranks among the top five in value. With a growing base of discerning consumers and a competitive environment for imports, he believes India is well-positioned to top both categories soon.
“If you add the factors of market growth and greater competition for Scotch imports, it’s very feasible that India will soon be the biggest both in volume and value,” he said.
He also praised the growth of India’s single malt segment, many of which have won international awards, calling it a ‘moment of opportunity’ for collaboration. The SWA, he noted, aims to partner with Indian distillers not just for exports to the UK, but also to explore global markets jointly.
“We share the same commitment to quality manufacturing and global reach,” he said, adding that he plans to meet with the Indian Malt Whisky Association to strengthen ties.
According to SWA data, India regained its position from France as the world’s top Scotch export market by volume in 2024, with 192 million bottles shipped. The United States, however, remains the largest market by value at £971 million.
Kent said that the upcoming UK–India free trade agreement (FTA), once ratified, will mark a new phase in bilateral trade. Under the deal, India will reduce import duties on UK whisky and gin from 150% to 75%, eventually falling to 40% over ten years.
This reduction, he said, would allow smaller Scottish producers to enter the Indian market and increase bulk Scotch imports to support Indian-made foreign liquor (IMFL) production.
“The lowering of tariffs on bulk whisky, which represents 79% of our exports to India, means more affordable and competitive imports for Indian manufacturers,” he explained. “It’s a solid foundation for a new era of partnership between our two industries.”
Kent, who visited India as part of British Prime Minister Keir Starmer’s business delegation in October, emphasized the need to translate the FTA into tangible results. “Our challenge now is to turn what is a very good framework into business reality and outcomes,” he said.
While hopeful that the FTA will lower prices for consumers and boost sales, he cautioned that pricing will still depend on state regulations, tax frameworks, and company-level decisions. “You will likely see reduced costs for consumers, but the impact will vary across states and producers,” Kent noted.
He also expressed the SWA’s willingness to work with Indian authorities to develop balanced tax and regulatory systems that encourage investment and trade. “Finding the right framework that allows fair market pricing will ultimately benefit both industries through increased investment, trade, and excise revenue,” he said.
Kent concluded that India’s growing whisky culture, strong manufacturing base, and evolving trade environment offer enormous potential for both Scottish and Indian producers to become leading global players in the years ahead.
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