44:I[58016,["/_next/static/chunks/b5ea50e123aa84a6.js","/_next/static/chunks/5e17b2e37c80a96c.js","/_next/static/chunks/de880ec5a0241b38.js","/_next/static/chunks/48003610e91209eb.js","/_next/static/chunks/15a1b1fbd3cf7d4a.js","/_next/static/chunks/81ce7bf5f20dbd5a.js","/_next/static/chunks/53f751967ccc7d59.js","/_next/static/chunks/903c358828afe0bc.js","/_next/static/chunks/00da439d4db502cc.js","/_next/static/chunks/88bed98e5cd5e639.js"],"ProcessEpisodeButton"] 47:I[45269,["/_next/static/chunks/b5ea50e123aa84a6.js","/_next/static/chunks/5e17b2e37c80a96c.js","/_next/static/chunks/de880ec5a0241b38.js","/_next/static/chunks/48003610e91209eb.js","/_next/static/chunks/15a1b1fbd3cf7d4a.js","/_next/static/chunks/81ce7bf5f20dbd5a.js","/_next/static/chunks/53f751967ccc7d59.js","/_next/static/chunks/903c358828afe0bc.js","/_next/static/chunks/00da439d4db502cc.js","/_next/static/chunks/88bed98e5cd5e639.js"],"SignupCTA"] 49:I[56939,["/_next/static/chunks/b5ea50e123aa84a6.js","/_next/static/chunks/5e17b2e37c80a96c.js","/_next/static/chunks/de880ec5a0241b38.js","/_next/static/chunks/48003610e91209eb.js","/_next/static/chunks/15a1b1fbd3cf7d4a.js","/_next/static/chunks/81ce7bf5f20dbd5a.js","/_next/static/chunks/53f751967ccc7d59.js","/_next/static/chunks/903c358828afe0bc.js","/_next/static/chunks/00da439d4db502cc.js","/_next/static/chunks/88bed98e5cd5e639.js"],"EpisodeTranscript"] 3d:["$","svg",null,{"className":"w-4 h-4","fill":"none","stroke":"currentColor","viewBox":"0 0 24 24","children":["$","path",null,{"strokeLinecap":"round","strokeLinejoin":"round","strokeWidth":2,"d":"M8 7V3m8 4V3m-9 8h10M5 21h14a2 2 0 002-2V7a2 2 0 00-2-2H5a2 2 0 00-2 2v12a2 2 0 002 2z"}]}] 3e:["$","time",null,{"dateTime":"2026-03-16T20:30:00.000Z","children":"Mon Mar 16 2026"}] 45:T4e2,

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!

🚨The Ken's Zero Shot podcast is hosting a live event! This is a speculative yet realistic discussion built around one premise: what happens when AI agents take off in India? How will they rewire existing habits, business models and profit pools? Since nobody knows for sure, we won't pretend to have all the answers. Instead we are going to break the narrative. Click here for details.

The rest of the world is cutting back on alcohol. India just doubled its consumption