India currently ranks 40th in the world for alcoholic beverage exports, and some estimate that the country has huge unrealized export potential. The global demand for Indian spirits is increasing, presenting an opportunity for growth. The Agricultural and Processed Food Export Development Authority (APEDA) plans to promote both the Indian alcoholic and non-alcoholic beverages in the international regions. It is potentially eyeing $1 billion in export revenue over the next few years. APEDA as part of the ‘Make in India’ initiative has been targeting to increase exports of Indian Spirits to major foreign destinations.
Diageo India (United Spirits Ltd.), among the country’s leading alco-bev companies, also participated in the International Food and Drinks Event (IFE), London in March 2024 under the ambit of APEDA and undertook promotions of Godawan. This worked as a precursor to launching Godawan, an artisanal single malt whisky in UK.
At an event today, the first batch of Godawan was flagged off to United Kingdom jointly by Shri. Rajesh Agrawal, Additional Secretary, Ministry of Commerce & Industry, Government of India, and Ms. Debra Crew, Chief Executive of Diageo Plc, Mr. Abhishek Dev, Chairman of APEDA, and Ms. Hina Nagarajan, MD & CEO, Diageo India along with other senior representatives from Diageo.
Godawan, an artisanal single malt whisky from Diageo, the largest producer of Scotch Whisky in the world, is produced under the Make in India initiative of the Government of India with an investment exceeding INR 200 Crore, Diageo India has introduced Godawan, an exceptional offering from it’s Alwar Distillery, the only Alliance for Water (AWS) certified distillery in Asia.
Godawan not only exemplifies the Indian Craftsmanship from the state of Rajasthan on the global stage, it also supports the farming community in and around Alwar on sustainable agriculture practices. The six row barley used in the production of Godawan, has been locally procured that helps in enhancing the agricultural income of the local farmers through it’s backward linkages.
Godawan supports the conservation of the Great Indian Bustard (GIB), an endangered species, locally called Godawan, reflecting Diageo’s broader focus on environmental stewardship and biodiversity preservation. As part of the conservation effort, it has restored water bodies across six villages, creating habitat for nesting and is spreading awareness among local communities. The company is working with the Forest Department of Rajasthan which has allocated 200 acres of land to develop grassland and create habitats for these birds.
In addition to conservation of GIB, Diageo also works in the communities to support local farmers. Recognizing the importance of sustainable water management, it has partnered with the community to improve WASH facilities and agricultural productivity in Alwar. Construction of five check dams along the Ruparel River, restored approximately 45,000 cubic meters of water, ensuring a steady supply for irrigation. This resulted in improved produce quality and increased yields, translating into a fivefold increase in income, contributing to the socio-economic development of the area.
Today’s event is a key enabler to realise the vision of creating India’s pride of place in the global alco-bev sector. Export of Godawan to United Kingdom is one more step in this direction.
Speaking on the occasion, Additional Secretary, Ministry of Commerce & Industry said, “As we celebrate this milestone, it is vital to reflect on India’s broader vision for global trade. The Government of India has set an ambitious target of $2 trillion in exports by 2030 – $1 trillion in goods and $1 trillion in services. This is not merely a numerical goal; it is a bold statement of intent: to establish India as a leader in the global economy. This vision is intricately tied to our transformative initiatives: ‘Make in India’ and Atmanirbhar Bharat. These programs are propelling India’s transformation into a global manufacturing hub, and Godawan stands as a shining example of their success. With every product, APEDA export, especially those like Godawan that embody such high standards of craftsmanship, we send a clear message: India is ready to lead, innovate, and excel on the world stage.”
Debra Crew, Chief Executive, Diageo Plc, added, “Diageo is committed to supporting India’s long-term economic development, and the launch of Godawan in the UK represents a landmark moment for Indian craft spirits. With its distinctive quality and exceptional craftsmanship, we’re excited to introduce this award-winning Indian single malt to the UK market. We will continue to invest in innovation and manufacturing excellence in India as part of our long-term strategy.”
Godawan Single Malt is the winner of over 65 international awards, including the best single malt at London Spirits competition & Spirits Business World Whisky Masters 2024, these accolades serve as a testament to Godawan’s superior taste and its commitment to responsible sourcing practices, setting a new standard for Indian spirits.
