Nikhil Kamath Indians prefer hard liquor

Why Indians Prefer Hard Liquor: Insights from Alcohol Industry Experts on Nikhil Kamath’s Podcast

In a recent episode of the ‘WTF is’ podcast, Nikhil Kamath discussed India’s preference for hard liquor with industry experts, revealing intriguing insights into why beverages like whiskey, vodka, and rum are so popular in the country.

Key Insights from the Podcast:

• Preference for Hard Liquor: Despite India’s warm climate, the country is over-indexed on hard liquor, according to Suraj Shenai, founder of Goa Brewing Co. Most Indian drinkers prefer getting high faster for the amount they spend. Hard liquors such as whiskey, vodka, rum, gin, and brandy are popular choices.
• Consumption Patterns: Abhishek Khaitan, MD of Radico Khaitan, noted that many Indians buy a nip, visit an ahata (small, open drinking space adjacent to liquor vents), finish the bottle, and then head home. Minakshi Singh, co-founder of SideCar, added that if you have limited time, drinking hard liquor is more efficient for getting high than drinking beer. Nikhil Kamath Indians prefer hard liquor
• Psychological and Social Factors: Urban India’s unlivable conditions contribute to the high consumption of hard liquor, Shenai explained. Many people take a short break from their routine to drink with friends at a theka (small shop), using this time to decompress before heading home. The transit time in cities also influences drinking patterns, with people opting for quicker highs. Nikhil Kamath Indians prefer hard liquor

India’s Unique Drinking Habits:

India is the only country in the tropical belt where the consumption of hard liquor and beer is equal. In contrast, countries like Vietnam favor beer due to their climate. Nikhil Kamath Indians prefer hard liquor

Popular Choices and Consumption Styles:

• IMFL Dominance: India-Made Foreign Liquor (IMFL), which includes whiskey, rum, vodka, and gin produced in India, dominates the market. Indigenous drinks like feni, toddy, and arrack are excluded from IMFL.
• Bottle Sizes: India is particularly over-indexed on 180 ml nips. For reference, 180 ml bottles are called nips, 375 ml bottles are pints, and 750 ml bottles are quarts. Khaitan mentioned that a 250 ml bottle of semi-premium alcohol, known as a paua, is usually preferred. Nikhil Kamath Indians prefer hard liquor.

Reasons Behind India’s Drinking Habits:

When Kamath asked why India drinks, Shuchir Suri, co-founder of Gin Explorer’s Club, attributed it to the cost and desire to get high quickly. Country liquor, with alcohol percentages ranging from 26-42%, is popular due to its affordability and taste, which includes local flavors like orange and saunf.

Economic and Social Escape:

Minakshi Singh elaborated that mass-level drinking in India is often a means to escape the harsh realities of life. The low cost and high alcohol content provide a quick and affordable escape.

Conclusion:

The podcast highlighted how India’s drinking habits are shaped by economic, social, and psychological factors. The preference for hard liquor, driven by the need for a quick high and influenced by urban living conditions, sets India apart in the tropical belt. As the country continues to evolve, these drinking patterns reflect the broader socio-economic landscape. Nikhil Kamath Indians prefer hard liquor

For more insights and industry updates, follow the ‘WTF is’ podcast with Nikhil Kamath.

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