Daybreak

India is drinking more — and spending more when it does. Between 2020 and 2025, alcohol consumption nearly doubled. Post-Covid, drinkers didn't just drink more; they upgraded. Four bottles where there used to be one. 

Home bars where there used to be none. Global brands that once ignored India are now flooding distributors with enquiry emails. But the opportunity comes wrapped in one of the most complicated regulatory systems in the world — 69 permits for a single brand in some states, margins so thin most retailers stock only five or six labels. India is still a teenager. 

The hangover hasn't hit yet.

Tune in.

Want to work with The Ken? Apply here!

Creators and Guests

RV
Host
Rachel Varghese

What is Daybreak?

Business news is complex and overwhelming. It doesn’t have to be. Every day of the week, from Monday to Friday, Daybreak tells one business story that’s significant, simple and powerful.

Hosted from The Ken’s newsroom by Snigdha Sharma and Rachel Varghese, Daybreak relies on years of original reporting and analysis by some of India’s most experienced and talented business journalists.