Ashok Jain
According to a recent report by Assocham, alcohol consumption in India will cross 19,000 million litres by 2015 from the current level of 6,700 million litres. India is one of the fastest growing alcohol markets in the world and is the largest consumer of whisky, which accounts for almost 80% of the liquor market. Factors such as sizeable middle class population with a disposable income and sound economy have led to an increase in the consumption of alcohol in India. Changing social norms too have helped.
As a growing number of youth enter the workforce, the prospects of growth in alcohol industry look bright. The liquor industry is very different from that of our stores and markets, in that it deals with an adult audience, which comes with an incredible range of needs and wants. The customers? taste in beers, wines and spirits is varies hugely, and meeting these needs makes for a very exciting job indeed.
Working in the liquor business can also give the youth the chance to develop a better understanding of the food and hospitality industry, and this, in turn, opens up further career options.
Another attribute of working in the alcohol industry, especially alcohol distribution, is that such a career does not necessarily require higher education or specific specialisation. If you have a decent knowledge about wines, spirits and liquors, a sales management career in the alcohol distribution industry makes for a rewarding career.
The author is chairman, NV Group. Views are personal