
Spirits market loses its zing in FY25
Demand for spirits across categories slowed down to 1.6% in FY25, falling from 4.2% a year ago, after distribution changes in a few states, higher taxes and tipplers cutting back on most discretionary spends including alcobev.
With sales improving in the December quarter, most companies had expected gradual recovery, which was belied by a tepid 0.5% January-March sales performance. Volume sales of whiskey, which accounts for roughly two-thirds of the market, saw a muted 1.5% increase in volume last fiscal while brandy and vodka sales were flat, according to latest excise department data. Brandy grew less than 1% while gin sales increased 3.6% on a lower base.
"We are seeing some moderation especially in Gen Z consumers, who choose quality over quantity, and in time to come, we should start looking at value growth as a better measure instead of volume," said Alok Gupta, MD at Allied Blenders & Distillers.
Despite being the world's most populous nation with more than 1.4 billion inhabitants, India's drinking consumer base is estimated at around 300 million-of whom nearly half rely on cheap, unbranded liquor. In categories including whiskey, rum and brandy, consumption in the mass-premium segment declined, which impacted the overall market demand.
Live Events
"The previous year's first two quarters were bad, and there is a low base. So the growth in the next two quarters would be healthy. And there were many issues, relating to specific states, with regard to the industry, that is also normalising," said Amar Sinha, chief operating officer at
Radico Khaitan
.
There were temporary disruptions in Telangana, a key state, which slowed down sales growth for most companies while Delhi excise policy reversal has led to low distribution by national brands.
"A softer third quarter sales was impacted due to the implementation of new Customs clearance procedures affecting sales of imported spirits, and a temporary production interruption in a major state, which is now resolved," Pernod Ricard chief financial officer Helene de Tissot told analysts last month after posting a 1% sales growth in India.
However, there have been favourable policy changes too. Karnataka, for instance, reduced state duties by 10-15% across various alcoholic beverages while Andhra Pradesh opened the retail alcohol market to private players.
Globally too, liquor sales fell 1% by volume in 2024, according to alcohol market researcher IWSR, which attributed this to large markets such as China and India failing to live up to growth projections. The world's top 20 markets fell short of growth estimates by 1-2% in 2024, equating to more than 300 million nine-litre cases.

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


News18
5 hours ago
- News18
How Gen Z and AI Are Redefining Astrology in India: The Rise of AstroTech
Last Updated: Gen Z and AI are rewriting the future of astrology in India—making it smarter, more personal, and deeply relevant for today's digital generation. In India, where astrology has long guided personal and societal decisions—from marriage to career to investments—a new era is dawning. A powerful convergence of Gen Z's digital fluency and artificial intelligence is reshaping how astrology is experienced, accessed, and understood. What was once viewed as an esoteric, often static tradition is being transformed into an intelligent, interactive, and emotionally resonant service—available at your fingertips. At the heart of this transformation is Gen Z, a generation that grew up with technology, questions norms, and seeks deeper meaning. 'Gen Z is our fastest-growing user base, growing at a staggering 11% month-over-month," shares Punit Pandey, Founder and CIO of AstroSage AI, one of India's leading AstroTech platforms. 'These users aren't looking for generic sun sign horoscopes—they want personalized, empathetic insights that fit into their fast-paced, emotionally complex lives." For Gen Z, astrology is no longer just about prediction; it's about personal narrative. Queries on AstroSage AI are dominated by themes like career uncertainty, mental health, toxic relationships, and spiritual healing—signs of a generation seeking clarity, not clichés. To meet this demand, AstroSage AI has built a powerful backend where AI-driven astrologers analyze celestial data from over a billion birth charts and real-time user behaviour to offer hyper-personalized, conversational insights. 'These aren't cookie-cutter predictions," Pandey explains, 'They're intuitive responses to deeply personal life moments. On any given day, our AI handles over 500,000 user questions—each one tailored to individual astrological patterns and emotional contexts." Indeed, a new crop of young Indian developers is decoding ancient texts, building tools that use machine learning to match birth charts, and crafting interactive readings with generative AI. What once required visits to traditional astrologers and deciphering Sanskrit mantras can now be done through immersive mobile apps, voice assistants, and even AI avatars. Reinventing the Astrological Experience AstroSage AI has embraced this shift by reimagining the interface of astrology. Long-form horoscopes are still available, but Gen Z prefers something more immediate and immersive. 'We've launched AI avatars with distinct personalities like Krishnamurti for KP astrology and Dr. Raman for classical Vedic," Pandey shares. 'Users can choose the voice that best fits their worldview." With support for 11 Indian languages and several international ones like French, Japanese, and Portuguese, the platform is also taking Indian astrology global. Bindra echoes the potential of such innovation, noting, 'AstroTech has the potential to transform a centuries-old tradition into something truly future-facing, combining cultural continuity with technological innovation in a uniquely Indian way." A Tech-Driven Spiritual Future—With Caution But this rapid evolution isn't without its challenges. Bindra cautions: 'AI still has a propensity to hallucinate, and when dealing with sensitive belief systems like astrology, accuracy and trust become paramount." Issues around data quality in Indic languages, ethical AI behavior, and emotional sensitivity are critical to address. AstroSage AI, which has crossed 65 million app downloads and handles over 1 million daily active users, is tackling these concerns head-on. 'Every AI response is reviewed for accuracy and empathy," says Pandey. 'We've built filters, added disclaimers, and offered direct access to human astrologers. Our goal is guidance—not dependence." What's Next: Proactive Astrology and Predictive AI Looking ahead, the future of AstroTech goes beyond reactive consultations. 'Our next leap is proactive, agentic AI—autonomous avatars that track live astronomical data, user patterns, and even social sentiment to offer preemptive guidance—before a question is even asked," Pandey reveals. This signals a shift not just in how astrology is delivered, but in when and why. Imagine a world where your digital astrologer nudges you before a stressful day at work or suggests introspection before a tough conversation. The AstroTech revolution is more than a trend—it's a new paradigm. What once lived in almanacs and temples is now in your pocket, driven by data, shaped by empathy, and inspired by tradition. As Bindra aptly puts it, 'This evolution isn't about replacing belief systems, but about augmenting them… and perhaps, in the process, creating a global blueprint for how ancient systems and modern intelligence can co-evolve." For India and the world, the stars haven't changed. But how we understand them is being rewritten by a new generation, one swipe at a time. About the Author Swati Chaturvedi Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she's a weaver of wit and wisdom in the digital landscape. As a key figure in News18 More


Time of India
10 hours ago
- Time of India
The rise of the Digital Vegan: Why celebrity endorsements are losing their shine
HighlightsAuthenticity has become a crucial factor in brand communication, particularly for Generation Z, who prioritize genuine connections over celebrity endorsements. The concept of 'Digital Vegans' represents a shift in consumer behavior, where users seek unfiltered experiences and trust micro-creators rather than macro-influencers. The future of brand building is moving towards creating meaningful connections and immersive ecosystems rather than relying on loud advertising campaigns. In today's culture of constant scrolling and content overload, trust has emerged as the rarest and most valuable commodity. For Gen Z, a generation raised on algorithmic content, viral trends, and curated perfection, authenticity is more than a buzzword. It's non-negotiable. And nowhere is this shift more visible than in how brands choose to communicate. Celebrity endorsements , once a guaranteed ticket to visibility and credibility, are rapidly losing relevance. The sparkle is fading. Not because fame has lost its power, but because fame without authenticity feels hollow. In its place, a new mindset is taking root: the Digital Vegan . Not a demographic, but a digital philosophy. One that prioritises unfiltered connection, purpose-led engagement, and discovery that feels earned, not engineered. Who Are Digital Vegans? Digital Vegans are the users who scroll past the ads, skip the sponsored posts, and seek out brands through word-of-mouth, subcultures, and long-form storytelling . They're the ones watching explainer videos at 2 AM, reading Reddit threads, and trusting micro-creators over macro-influencers. They don't want the polished pitch - they want the process, the product, and the person behind it. For them, the litmus test is simple: does the person promoting this product actually live it? If the answer is no, the interest dies fast. Authenticity is the New Influence Take the world of fantasy sports and skill-based gaming. It's filled with creators who don't just promote games -they live them. They share strategies, data breakdowns, and personal experiences not for brand deals, but out of genuine passion. This kind of content doesn't sell, it teaches. And in doing so, it builds a much deeper level of trust. Compare that to a celebrity appearing in a flashy ad for a fantasy gaming app they've likely never used, it doesn't land the same. That's why the future is user-led. Brands aren't discovered through ads -they're discovered through people. And those people are building trust, one honest interaction at a time. As some are already calling out, trust is fast becoming the currency of the digital world. Rewriting the Rules of Endorsement Sure, iconic partnerships like Michael Jordan and Nike changed the game. But they worked because they weren't surface-level. They evolved together. Contrast that with the rise of campaigns like Terence Reilly's, who made Crocs cool again, not with an endorsement deal, but by owning the culture around them. Or Red Bull, which chose to build an entire world of adventure and extreme sports, where the product became a symbol of something bigger. The Quiet Brands Will Win The future of brand building won't be led by volume. It'll be led by meaning. Loud campaigns are being replaced by immersive ecosystems. What matters most now is the ability to create belonging, to show up where your audience already lives, and to do it with honesty. So don't chase the biggest name. Chase resonance. Don't just be seen. Be believed. Because in the age of Digital Vegans, the most powerful brands are the ones that whisper and still get heard.


Time of India
12 hours ago
- Time of India
Why over half of US office workers are considering a switch to skilled trades
Burnout and AI fears drive US white-collar workers toward blue-collar careers. (AI Image) A growing number of office workers in the US are rethinking their career paths, with more than half now considering switching to skilled trades. This surprising trend highlights a shift in how workers view traditional white-collar jobs, as burnout, job insecurity, and the rise of artificial intelligence prompt many to seek more fulfilling and stable employment. For decades, a college education was seen as the key to landing a well-paying, secure job. However, that promise no longer holds true for many Americans. Despite spending thousands of dollars on higher education, numerous white-collar workers find themselves underpaid, overworked, or even unemployed. According to a recent survey by TRADESAFE, 55% of US office employees are seriously contemplating leaving their current roles in favor of blue-collar jobs. Burnout and job insecurity fuel the desire for change One of the main reasons for this career reconsideration is burnout. TRADESAFE's survey found that 57% of white-collar workers in the US report feeling burned out or highly stressed. Another study by Moodle, conducted through Censuswide, reveals an even higher burnout rate of 66% among American employees. The heavy workload, routine tasks, and excessive administrative red tape contribute to this widespread dissatisfaction. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Buy Brass Idols - Handmade Brass Statues for Home & Gifting Luxeartisanship Buy Now Undo Many workers also feel their current jobs lack meaning or purpose. As reported by the Your Tango, about one-third of white-collar employees say their work feels unfulfilling and that much of their day is spent 'pretending to be busy.' Despite this dissatisfaction, 45% admit feeling social pressure to stay in their current careers, with 68% of Gen Z workers feeling the strongest pressure. Financial stability and lack of skills for trade jobs are among the top reasons people remain in white-collar roles. Adding to these challenges is the growing influence of artificial intelligence. Over half of Americans fear losing their jobs to AI, and 61% of Gen Z white-collar workers feel vulnerable to automation. Resumes are increasingly screened by algorithms, and many entry-level office positions are disappearing. In contrast, skilled trades such as plumbing, carpentry, and electrical work remain less susceptible to automation, making them more appealing to workers worried about job security. Key statistics driving US white-collar workers toward skilled trades Topic Statistic / Insight Source Percentage of white-collar workers considering switch to skilled trades 55% TRADESAFE survey Burnout rate among white-collar workers in the US 57% TRADESAFE survey Burnout rate among all US employees 66% Moodle/Censuswide Gen Z white-collar workers considering switching 59% TRADESAFE survey Gen Z white-collar workers feeling vulnerable to AI 61% TRADESAFE survey Percentage of white-collar workers feeling social pressure to stay 45% (68% for Gen Z) TRADESAFE survey Percentage of white-collar workers finding their jobs unfulfilling 33% TRADESAFE survey Percentage of Americans feeling envious of skilled trades 50% TRADESAFE survey Percentage who believe society values trades more now 68% TRADESAFE survey Satisfaction among blue-collar workers 43% very/extremely satisfied Pew Research Blue-collar workers dissatisfied with pay 33% Pew Research Changing perceptions and the allure of skilled trades The perception of blue-collar work has evolved significantly. Once stigmatized, skilled trades are now viewed as respectable and valuable careers. Fifty percent of Americans surveyed admitted feeling envious of those working in trade jobs, and 68% believe society is starting to value hands-on work more than office roles. Many white-collar workers appreciate the physical activity, job security, and clear purpose associated with trades. Certain professions, including chefs, firefighters, electricians, and carpenters, are particularly admired. As reported by the Your Tango, these roles offer a sense of stability and fulfillment that many office workers currently lack. However, the grass is not always greener on the other side. Data from the Pew Research Center shows that only 43% of blue-collar workers feel very satisfied with their jobs, and many express concerns about pay and respect. A sign of broader workforce dissatisfaction Given the current economic climate and labor market challenges, dissatisfaction spans all job types. Whether white-collar, blue-collar, or somewhere in between, many workers feel undervalued and unfulfilled. The trend of white-collar employees considering a move to skilled trades reflects a broader search for meaningful work and security. As quoted by the Your Tango, 'most people have stayed in their white-collar roles because they need the income or financial stability or because they lack the skills or training for a trade job.' This complex mix of factors drives a significant portion of the US workforce to rethink their career trajectories. The coming years may see a continued shift as more workers pursue hands-on, trade-based professions to escape burnout and uncertainty in office environments. Is your child ready for the careers of tomorrow? Enroll now and take advantage of our early bird offer! Spaces are limited.