In a significant move, several states including Karnataka, New Delhi, Punjab, Haryana, and Tamil Nadu are considering the introduction of online home delivery services for alcohol through popular e-commerce platforms such as Zomato, Swiggy, Blinkit, and others. According to a recent report by the Economic Times, this initiative aims to cater to the evolving preferences of consumers and address concerns related to traditional liquor purchasing experiences.
“This initiative will initially focus on beverages with lower alcohol content such as wines, beers, and liqueurs,” revealed a senior executive familiar with the developments. “It aims to serve a growing expatriate population in major cities, as well as women and senior citizens who find traditional liquor shop visits inconvenient.”
Addressing regulatory concerns, the executive emphasized that stringent measures such as mandatory eKYC, purchase limits, and OTP verifications between stores, delivery personnel, and customers would be in place to ensure responsible transactions. “Apprehensions about unchecked online sales have been proven unwarranted,” the executive added.
Dinker Vashisht, Vice President of Corporate Affairs at Swiggy, highlighted the technological frameworks supporting these initiatives. “Online platforms maintain comprehensive transaction records, verify customer ages, and comply with regulatory and excise norms,” he affirmed. “This includes adherence to timings, dry days, and geographical delivery constraints.”
During the Covid-19 lockdowns, states like Jharkhand, Maharashtra, Assam, and Chhattisgarh had briefly permitted online alcohol delivery with specified restrictions. Reports from Bengal and Odisha indicate a notable increase of 20-30% in sales of premium alcohol brands following the introduction of online delivery services.
Alcohol manufacturers, including global giant Ab InBev, are reportedly enthusiastic about the prospects of expanding online sales across different states. In 2020, Ab InBev launched ‘Beerbox’ during Maharashtra’s relaxation of alcohol delivery rules, connecting users with nearby outlets for home delivery within a limited radius.