Lower Scotch whisky prices in India are encouraging some consumers to upgrade their usual purchases, while increasing competition for domestic whisky and Indian single malt brands. Following changes in import duties and state-level pricing, the narrowing gap between imported Scotch and Indian premium spirits is influencing buying decisions in key markets such as Karnataka.
At Tonique, a liquor retailer in Bengaluru, operations head Nandish said some customers who traditionally purchased Black & White are moving towards Johnnie Walker Red Label and Black Label, both blended Scotch whiskies owned by Diageo. The company confirmed that Karnataka prices for 750 ml bottles of Red Label declined from ₹2,810 to ₹2,620, while Black Label fell from ₹4,005 to ₹3,645 since September. With Black & White priced at ₹2,365, the difference between it and Red Label has narrowed to ₹255.
The price reductions follow the India-UK trade agreement, which provides for a phased reduction in whisky import duties from 150% to 75%. However, retail prices also depend on state taxation and whether products are imported in bottles or bottled locally. Diageo said price revisions had reached seven states, with changes underway in four other markets. Delhi and Haryana had not yet implemented the reductions.
The changing price structure is also bringing Scotch closer to Indian premium whisky brands. At Tonique, 750 ml Woodburns was priced at ₹2,500, while Paul John Nirvana Indian single malt was available at ₹2,360. John Distilleries acknowledged that greater affordability of established Scotch brands was increasing competitive pressure but said it remained focused on Indian provenance, craftsmanship and flavour.
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Radico Khaitan also reiterated its focus on premium positioning for Royal Ranthambore and Rampur. The company said Karnataka’s tax changes had reduced Rampur Indian Single Malt’s price from ₹7,240 to ₹6,380 per 750 ml bottle, while the brand continued to record double-digit growth in the state.
The evolving price landscape is intensifying competition across India’s premium whisky segment, giving consumers more choices while challenging domestic producers to strengthen brand value and differentiation.
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