Diageo bets on India's premium alcohol market amid inflation

Local subsidiary head to expand high-end lineup eyeing post-COVID demand

Hina Nagarajan, managing director and chief executive officer of Diageo India, says its strategy to pursue "value over volume" is the way forward for the company. (Photo courtesy of Diageo)

SAYAN CHAKRABORTY, Nikkei staff writer

June 23, 2022 15:33 JST

BENGALURU -- The race to sell premium liquor is heating up in India, the world's largest whiskey market, despite inflation and widening economic disparity.

British distiller Diageo, maker of Johnnie Walker scotch, is making a grab for market share, with the launch of more global brands and new local offerings, its India head has told Nikkei Asia.