For a country historically obsessed with whisky, India’s burgeoning love affair with gin is nothing short of remarkable. In a market that once viewed gin as an old-school, colonial-era drink, the past few years have seen an unexpected transformation. The Indian gin market is estimated at $1,789.8 million in 2025 and is expected to reach $2,952 million by 2032 with a CAGR (compound annual growth rate) of 7.4%. But this isn’t just about numbers—it’s about how a wave of Indian gin brands is redefining the spirit with homegrown botanicals, sharp marketing, and a strong international play.
A taste for gin
Gin’s resurgence in India is fueled by several factors: shifting consumer preferences, the rise of cocktail culture, and an increasing appetite for premiumisation. “Young professionals in metro cities are willing to spend on luxury products. They are drawn to craft cocktails and exclusive experiences, which is driving demand for premium gins with unique botanical blends,” Tushar Bhandari, whole-time director, Associated Alcohols & Breweries Ltd., told BrandWagon Online.
Like the craft beer market, the craft gin segment is booming globally and in India due to the rising demand for premium spirits among younger urban consumers. Increasing disposable income, growing aspiration levels, social media influence, and the rise of gourmet food culture have all contributed to this growth.
Furthermore, Social media has sparked a rise in interest in gourmet food pairings, with consumers more open to trying new brands across categories. Local flavour preferences remain strong, but global influences are also gaining traction due to frequent travel and easier access to foreign brands. Innovations in manufacturing have lowered costs, enabling smaller batches of high-quality products. Better distribution networks in India make new options more accessible.
Stylish bottles for home bars are becoming popular, and cocktail culture is thriving at parties and weddings, with skilled bartenders in high demand. Similar to global trends, craft gin in India is popular among millennials and Gen Z (ages 25-35), primarily in urban areas like Mumbai, Bangalore, and Delhi, while rural and urban consumers still prefer traditional drinks like whiskey, beer, and rum. There’s also a growing segment of working, independent women who are eager to explore new premium brands, unique flavours, and botanical blends. These women are just as aspirational as their male counterparts, experimenting with new categories, brands, and cocktails, often enjoying drinks at bars and restaurants.
Indian brands taste Gin
Gin drinkers tend to adjust their preferences based on occasion and location. While drinking at bars, restaurants, and hotels can be expensive due to high taxes, consumers often enjoy luxury gin brands at home (the “Pre”) before heading out, where they might opt for more affordable options at the on-trade location. “It has led to the rise of homegrown brands like Greater Than, Stranger & Sons, Jaisalmer, Hapusa, and Samsara, which have incorporated unique Indian flavours and botanicals into their gin recipes, creating distinct flavours to take advantage of these trends,” the analyst explained.
Associated Alcohols & Breweries Ltd manufactures Nicobar, launched in December 2023, featuring a unique blend of three juniper varieties with botanicals like elderflower, hibiscus, sweet orange peel, coriander seeds, and grains of paradise. The gin is retailed at Rs 2,360 for a 750 ml SKU.
Anupam Gurani, CMO, Indobevs, added that storytelling plays a pivotal role in the category’s evolution. “Gin drinkers are split—some prefer the classic, juniper-forward London Dry Gin, like our Tom & Mew, while others are gravitating toward botanical-heavy craft variants. India, being a botanical powerhouse, has an edge in this space,” he noted.
According to IWSR, India’s spirits market grew by 12% in 2022, surpassing the global beverage alcohol growth of 1%. Spirits make up 53% of India’s total beverage alcohol (TBA) market, with whisky leading at 66% of spirits sales. However, gin is emerging as a fast-growing category, expected to achieve double-digit CAGR growth until 2027. The analyst noted that India’s middle class is expanding rapidly, with 283 million new consumers expected between 2021 and 2031, creating a larger market for high-end spirits, including craft gin.
This is no gimmick. The rise of region-specific gins highlights India’s agricultural diversity and its appeal to both domestic and international markets. “At Cherrapunji Craft Gin, we carefully select native GI-tagged ingredients like Khasi mandarin, smoked cardamom, and tea, along with pristine rainwater, to craft a distinct regional identity,” says Mayukh Hazarika, founder, Raincheck Earth.
The sustainability angle—using locally sourced botanicals and eco-friendly production methods—has further strengthened the appeal of Indian gins. Cherrapunji Craft Gin is retailed at Rs 2,500 for a 750ml bottle in Meghalaya.
Market penetration
Despite its rapid growth, gin still occupies a smaller slice of India’s spirits market compared to whisky. Within urban markets, premium gin is making significant inroads, but tier-2 and tier-3 cities remain largely untapped markets requiring strategic outreach and consumer education.
“The on-trade channel (bars, pubs, restaurants, and hotels) is crucial for brand building and consumer engagement, offering experiences like events, tastings, and expert-crafted cocktails that have gained popularity over the last 5-8 years,” the analyst commented.
While off-trade outlets (retail stores) have improved, especially post-COVID, with cities like Gurgaon seeing the rise of large, upscale alcobev outlets and dedicated gin sections, it’s the on-trade experience where consumers truly engage—tasting different variants, appreciating packaging, and seeing how the product fits into the cocktail culture.
Currently, on-trade accounts for 50-55% of the Indian craft gin market, with off-trade making up the balance. However, this could be influenced by the large wedding and party market, which may account for 5-10% of total gin consumption. “Globally, on-trade accounts for 65-70% of the market, and India is likely to follow that trend as physical retail outlets remain restricted due to regulatory pressures,” he added.
Radico Khaitan’s Jaisalmer Indian Craft Gin dominates 50% of India’s luxury craft gin market, growing at a 75% CAGR over three years, as per Amar Sinha, COO, Radico Khaitan. The Indian gin segment saw an 11.5% rise in premium white spirits, driving demand for high-end options like the ultra-premium Jaisalmer Gold Edition, infused with 18 botanicals, including saffron. Priced at Rs 3,500 for 750ml, Jaisalmer Gin offers notes of juniper, citrus peels, spices, and tea, with a piney, citrus-spiced palate and a dry tea-infused finish.
Selling a story: Marketing moves beyond the bottle
Unlike whisky, which enjoys legacy appeal, gin has had to carve out a cultural identity in India. “Brands are actively weaving narratives around botanical origins and cultural heritage to create a sense of uniqueness,” Bhandari said. “For instance, Hapusa Himalayan Dry Gin sources its key botanical—wild Himalayan juniper—to reinforce its mountain heritage, while Nicobar Gin takes inspiration from the unexplored Nicobar Islands.”
Experiential marketing plays a major role. “Tastings, collaborations with bars, and limited-edition releases allow consumers to interact with the brand in a meaningful way,” Gurani added. Digital marketing, influencer tie-ups, and high-end hospitality partnerships are also helping brands reach aspirational consumers.
The global ambition: India’s gin goes international
Indian gin brands are gradually making their presence felt internationally. Export markets such as the UK, Europe, the US, and Australia are showing interest in India’s craft spirits, thanks to their unique flavour profiles and premium positioning. However, competition is only set to intensify.
“Gin, at $1.1 billion, only accounts for 1.8-2% of the Indian alcohol market and is likely to remain within that range by 2030, even with a 6.5-7% CAGR,” the analyst highlighted. “There is also competition from categories like tequila, which is seeing massive global growth. Brands will need to innovate continuously, expanding into tier-2 and tier-3 cities and launching new flavours, packaging, and marketing strategies to stay relevant.”
Despite its rapid growth, India’s gin market remains a niche segment in a whisky-dominated industry. While premiumisation, storytelling, and international expansion have driven its rise, challenges such as regulatory complexities, limited distribution, and stiff competition from global players cannot be ignored. But the real question is: Can Indian gin do what Indian whisky did—become a global heavyweight?
If the past few years are any indication, the answer might just be a resounding ‘yes.’