Some state governments are reportedly considering permitting the home delivery of liquor via online platforms such as Zomato, BigBasket, Swiggy, along with quick-commerce entities such as Blinkit, media reports said.
These states include Karnataka, Haryana, New Delhi, Punjab, Tamil Nadu, Goa, and Kerala, reported The Economic Times. The report cited industry executives in the know and said that the state governments are looking into possible pilot projects for starting the delivery of liquor to customers at homes. These projects would begin with low-alcohol beverages such as liqueurs, wine, and beer, the sources said.
The state authorities are currently looking for feedback on the pros and cons of allowing online e-commerce platforms to deliver liquor, the report noted. Currently, only the states of Odisha and West Bengal allow alcohol to be delivered at homes.
The authorities intend to attend to the needs of an increasing expatriate population in larger cities and the evolving consumer mentality which allows them to look at moderate-alcohol content spirits as recreational drinks to be consumed with meals. The project aims to cater to the growing number of women and senior citizens who find the ambience and experience of visiting a traditional liquor store unpleasant.
Also Read : Govt Hikes Windfall Tax On Domestic Crude To Rs 7,000 Per Metric Tonne
During the lockdown period in COVID-19, certain states such as Maharashtra, Assam, Chhattisgarh, and Jharkhand gave temporary permissions for alcohol delivery, with certain restrictions. However, currently only some local online platforms deliver liquor online in Maharashtra, while the rest of the states don’t allow the practice to continue.
Currently, the sales models suggest that e-commerce and quick delivery platforms source their stocks directly from retail vendors. Industry executives have witnessed that online delivery of alcohol has helped increase sales by 20-30 per cent in West Bengal and Odisha. This surge in sales has been specifically noticed for premium brands in the states.
