Liquor sales at India’s duty-free shops grew by 13% in 2024, more than double the 6% growth seen in domestic stores, according to IWSR Drinks Market Analysis.
Whisky was the biggest driver, making up nearly 75% of all duty-free sales. Interestingly, whisky sales at airports and travel retail grew by 12%, even though the same category slipped by 8% in the domestic market.
Industry experts say this surge is linked to more Indians travelling abroad, higher disposable incomes, and younger consumers—especially Gen Z—who are drawn to premium, global liquor brands. The time passengers spend waiting at airports also gives them the chance to explore and buy.
