Swiggy, Zomato, BigBasket To Start Liquor Delivery In Select States: Report (image:unsplash/Ravi Sharma)
Online delivery platforms like Swiggy, Zomato, and BigBasket are planning home delivery of low-alcohol drinks, the Economic Times reports. States such as New Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala are considering pilot projects for this initiative.
In the initial phase, they are focusing on focusing on beverages such as beer, wine, and liqueurs, industry executives told ET. Currently, authorities are evaluating the benefits and drawbacks of allowing alcohol delivery online.
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This move is to sustain growing emigrant population in the larger cities. “This is to cater to a growing expat population especially in larger cities, changing profiles of consumers who perceive moderate alcohol-content spirits as recreational drinking along with meals, and women and senior citizens who have flagged buying from traditional liquor vends and shop-front experiences as unpleasant,” an executive told the ET.
Earlier, Swiggy and Zomato started online alcohol delivery in non-metro areas to expand their services during the COVID-19 lockdown as their core business suffered major setback.
The temporary acceptance for home delivery of liquor during the COVID-19 lockdown in states like Maharashtra, Jharkhand, Chhattisgarh, and Assam was a success despite strict restrictions, the ET reports.
These permissions are expired, even though some local platforms in Maharashtra continue to provide delivery services.
The online deliveries have led to a 20-30% increase in sales for premium brands in West Bengal and Odisha, the industry executives report.
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“By enabling online home deliveries of liquor, states can enhance consumer convenience, drive economic growth, and align with global trends while ensuring responsible and regulated alcohol distribution,” Rahul Singh, chief executive of The Beer Cafe told the ET.
Regarding the concerns about unregulated online sales, measures like mandatory eKYC, purchase caps, and OTP verifications will be implemented.
