Jamun to saunf—a local high for India's flavoured spirits

On warm evenings in Delhi, bartenders are swapping vodka and gin for jamun (java plum), kaccha aam (raw mango) and chilli mango, signalling India's palate is expanding beyond plain white spirits.

- Varuni Khosla

India has emerged as the world's fourth-largest flavoured spirits market by value, according to industry estimates.

This shift is beginning to reshape how alcohol producers such as Diageo Plc, Allied Blenders and Distillers Ltd, Radico Khaitan Ltd and NV Group approach their white spirits portfolios, as the country now stands as the fourth-largest flavoured spirits market globally by value, according to industry estimates.

Driven by younger consumers, at-home drinking and cocktail culture, India is catching on to a global trend in which flavoured spirits account for a significant share of consumption, but with a twist: it's instead drawing from local kitchens, street snacks and seasonal fruits, rather than traditional profiles such as citrus or berry.

Kunal Madan, chief marketing officer of Radico Khaitan, which makes Magic Moments vodka, told Mint that its flavoured spirits portfolio is driving 60% of vodka volume growth.