Healthy eating never tasted so good: Jalal Sameja’s high-protein chicken fajitas will win you over!

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June 22, 2023

Jalal Sameja's high-protein chicken fajitas

Imagine a world where healthy eating is a tantalizing adventure, where every bite is a burst of flavor and satisfaction. Well, you don’t have to imagine anymore because fitness and food extraordinaire Jalal Sameja is here to revolutionize the way you think about nutrition. With his contagious energy and mouthwatering creations, Jalal will guide you on a culinary journey that will make you fall in love with food all over again. Today, we dive into one of his most delectable creations: the High-Protein Chicken Fajitas!

Jalal’s High-Protein Chicken Fajitas are a symphony of flavors that will dance on your palate. The vibrant colors, enticing aromas, and carefully selected spices create a dish that is nothing short of extraordinary.

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Jalal’s recipe is not only delicious but also incredibly easy to make. Begin by slicing your tender chicken breast into mouthwatering strips. As you sprinkle a medley of oregano, garlic powder, paprika, cumin, salt, pepper, and a drizzle of olive oil over the chicken, the kitchen fills with an irresistible aroma that awakens your senses.

What’s a fajita without a tangy and creamy sauce to complement its flavors? Jalal’s green sauce is the secret ingredient that takes this dish to new heights. Combining fat-free yogurt, light mayo, coriander, garlic cloves, salt, pepper, and a splash of lemon juice, this sauce becomes a smooth and velvety delight. As you blend these ingredients, the vibrant green color alone is enough to make your mouth water.

Now, it’s time to bring the sizzle to the pan! Cook your seasoned chicken for a mere three minutes on each side until it turns into golden perfection. The tantalizing sound of sizzling fills the air, building anticipation for the feast that awaits.

Set the golden-brown chicken aside, and in the same pan, introduce the sweet symphony of onions and bell peppers. As they sauté, their aroma intertwines with the lingering spices, creating a melody that’s hard to resist. Add a handful of cooked rice, seasoned once more, and let it toast gently, amplifying the flavor profile of the dish.

Pour in water, allowing the ingredients to simmer and blend together harmoniously. As the fragrant steam rises, a sense of anticipation fills the kitchen. Finally, cover the pan and let the magic happen for eight minutes, as the flavors mingle and intensify, creating a perfect harmony of taste.

As you lift the lid, a burst of enticing aroma escapes, inviting you to the grand finale. Spoon generous portions of this culinary masterpiece onto your plate, and top it off with a lavish amount of the dreamy green sauce. With each bite, you savor the tender chicken, the fragrant rice, and the medley of vegetables, all enhanced by the creamy and zesty sauce. It’s a moment of pure bliss for your taste buds.

Jalal Sameja, the maestro of fitness and food, has not only shared a recipe but also a philosophy. He encourages us to embrace a healthier lifestyle without sacrificing the pleasures of culinary delight. His High-Protein Chicken Fajitas are a testament to the fact that eating well can be an exhilarating experience, an adventure filled with flavors that awaken and nourish both body and soul.So, dear reader, take a leap into this world of vibrant tastes and let Jalal Sameja be your guide. Embrace the excitement, the desire, and the pure delight that comes with indulging in these irresistible fajitas. Unleash your taste buds, and let the symphony of flavors take you on a journey you’ll never forget. Bon appétit!

Get ready to fall in love: Ara Zada’s Mini Kachapuri will steal your heart and taste buds!

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June 22, 2023

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Step into the world of gastronomic wonders as we embark on a thrilling culinary adventure with the sensational Ara Zada. Hailing from the vibrant city of Los Angeles, this multi-talented influencer has captured the hearts and taste buds of food enthusiasts worldwide. Brace yourselves for an irresistible treat as we delve into Ara’s masterful creation—the Mini Kachapuri. Prepare to be captivated by its flavors, charmed by its simplicity, and enticed by the sheer joy of culinary exploration.

Imagine a flaky, golden sheet of puff pastry, delicately rolled and folded to perfection. As Ara’s skilled hands expertly navigate the kitchen, his infectious enthusiasm permeates the air. With a quick roll from corner to corner and a gentle folding of the sides, he unveils the canvas upon which this savory masterpiece shall be crafted.

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The artistry begins with a generous sprinkle of mozzarella, its creamy tendrils promising a melty indulgence. To intensify the flavor profile, Ara adds a touch of feta—its salty notes dancing in harmony with the other ingredients. As the assembled creation enters the preheated oven, anticipation builds, and the aromas begin to permeate the kitchen.

A mere ten minutes later, Ara’s culinary prowess reaches a crescendo. The mini kachapuri emerges, its golden crust hinting at the delights hidden within. But Ara isn’t done yet; he creates a small indentation in the center, like a secret waiting to be unveiled. In goes the egg yolk, cascading gently into its designated nest, ready to transform this masterpiece into a symphony of flavors.

Back into the warmth of the oven, the anticipation builds. Time seems to slow as the aromas envelop the kitchen, tantalizing our taste buds and heightening our excitement. And just three minutes later, it happens—the grand finale. Ara retrieves the mini kachapuri, now adorned with a luscious, perfectly cooked egg yolk. The sunlit richness of the yolk combines with the cheeses, enveloping the senses in a tantalizing medley of taste and texture.

Completing this enchanting creation, Ara delicately places pickled red onions atop the golden crown of the mini kachapuri. Their tangy bite and vibrant hues lend a touch of freshness, a burst of color that elevates this dish from extraordinary to unforgettable. With each bite, your taste buds embark on a journey of delightful contrasts—a symphony of flavors, harmoniously united.

Ara Zada’s extraordinary journey from skateboarder to esteemed chef and influencer has paved the way for a remarkable culinary experience. As he effortlessly blends his passion for food with his captivating personality, he invites us to embark on our own gastronomic odyssey. The Mini Kachapuri beckons with its golden allure, its promise of exquisite flavors, and the joy of indulgence.

Elevate your culinary repertoire and embark on a delightful adventure with Ara Zada’s Mini Kachapuri. Let the flaky puff pastry, oozing cheeses, perfectly cooked egg yolk, and vibrant pickled onions transport your taste buds to new heights. Immerse yourself in the artistry, creativity, and sheer joy that Ara brings to the kitchen. As you savor each delectable bite, you’ll discover a world where flavors dance, emotions ignite, and culinary dreams come true. Unleash your inner chef, and let Ara Zada’s Mini Kachapuri be the catalyst for your own culinary masterpiece.

USDA grants clearance for sale of lab-grown meat in the United States

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June 22, 2023

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Upside Foods and Good Meat, two companies specializing in the production of “cultivated chicken,” have received the green light from the US Department of Agriculture to begin selling their cell-based proteins. This regulatory approval signifies a significant milestone for the cultivation of meat in labs, as it is now officially authorized for sale in the United States.

Eat Just, the parent company of plant-based egg substitute maker Good Meat, has announced that production of lab-grown meat will commence immediately. Cultivated meat, which is grown in large vats similar to those used in beer breweries, will now be manufactured by Good Meat as part of their operations.

Wednesday’s move follows a series of previous approvals which have paved the way for sales of cultivated meat in the US.

Last week, Good Meat and Upside secured USDA approval for the labeling of their products. Furthermore, in March, Good Meat obtained a “no questions” letter from the Food and Drug Administration (FDA), confirming the product’s safety for commercialization in the United States. Upside Foods also received a similar FDA letter in November.

Both the USDA and the FDA have joint jurisdiction over the burgeoning cultivated meat sector, ensuring its regulation and oversight.

Good Meat, which has been selling its products in Singapore, advertises its product as “meat without slaughter,” a more humane approach to eating meat. Supporters hope that cultured meat will help fight climate change by reducing the need for traditional animal agriculture, which emits greenhouse gases.

Earlier, the company had disclosed its collaboration with renowned chef and restaurateur José Andrés to introduce their product at a restaurant in Washington, DC. A company spokesperson stated that they are presently collaborating with José Andrés’ team to determine the launch timeline, although no specific details are available yet. As production scales up, Good Meat is also contemplating potential partnerships with additional restaurants and exploring the possibility of entering the retail market.

On Wednesday, a significant regulatory milestone was achieved with the issuance of a “grant of inspection” by the USDA’s Food Safety and Inspection Service (FSIS). This grant, obtained after a rigorous evaluation of the firm’s food safety system, signifies a crucial step in the approval process, as confirmed by an FSIS spokesperson on Wednesday.

“This announcement that we’re now able to produce and sell cultivated meat in the United States is a major moment for our company, the industry and the food system,” Josh Tetrick, Co-Founder and CEO of Good Meat and Eat Just, said in a statement Wednesday.

Upside’s Founder and CEO, Uma Valeti, expressed their enthusiasm regarding the approval on Wednesday, referring to it as a “significant leap towards a more sustainable future.” Valeti further emphasized that this milestone has the potential to revolutionize the entire process of bringing meat to our tables.

Upside intends to debut its product at Bar Crenn, a restaurant located in San Francisco, although an exact launch date has not been disclosed yet. By partnering with Bar Crenn, Upside aims to gain valuable insights from chefs and diners regarding their experience with the product. A company representative stated that this collaboration will provide valuable feedback. In due course, Upside plans to expand its presence by partnering with additional restaurants and making its products accessible in supermarkets.

Currently, Upside is conducting a contest to offer the opportunity for eager customers to be among the first individuals in the United States to experience their product.

Master Chef Harpal Singh Sokhi elevates dessert craftsmanship at Karigari, unveiling exquisite collection

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June 22, 2023

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Karigari – Ekk Ehsaas, the epitome of culinary excellence influenced by the remarkable Chef Harpal Singh Sokhi, is proud to introduce its exquisite range of desserts. Chef Harpal has personally unveiled an exquisite selection of distinct desserts, crafted with meticulous attention to detail, at the restaurant.

Renowned for his innovative and artistic approach to cooking, Chef Harpal Singh Sokhi never fails to amaze culinary enthusiasts with his extraordinary creations, particularly his awe-inspiring dessert masterpieces.

Manish Sharma, Director, Karigari – Ekk Ehsaas, said, “We are thrilled to present our new dessert collection, crafted by the culinary genius Chef Harpal Singh Sokhi himself, These desserts showcase Chef Harpal’s creativity, innovation, and passion for pushing culinary boundaries. We believe they will be a delightful surprise for our patrons and elevate their dining experience to new heights.”

The highlight of the desserts is the Jalebi Waffles with Indian jalebi and crispy waffles. Another innovation is the Mirchi ka Halwa, a reinterpretation of the traditional halwa, where the gentle spiciness of chilies combines with the dessert’s sweetness, resulting in extraordinary flavours.

Their Suhagrat-inspired Kheer is an exquisite take on the traditional Indian rice pudding. Combining a harmonious blend of aromatic spices, a velvety texture, and subtle hints of romance, this delightful dessert guarantees to create unforgettable moments for couples.

Karigari – Ekk Ehsaas has remained steadfast in its dedication to offering an extraordinary dining venture. Every dessert is meticulously crafted, utilizing only the finest ingredients, with the sole purpose of creating an indelible gastronomic expedition that will be cherished forever.

Delhi government to soon bring policy for single-window clearance for cloud kitchens

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June 22, 2023

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The Delhi government is making significant strides in enhancing the licensing process for cloud kitchens. As part of their ongoing efforts, officials announced on Wednesday that a new policy is in the works. This policy aims to introduce a simplified and efficient single-window system for issuing licenses to cloud kitchens in the city.

As per an official statement, the policy will encompass suggestions from both citizens and entrepreneurs. To ensure transparency and encourage public participation, the government intends to issue a White Paper. This White Paper will invite feedback from all stakeholders, facilitating an inclusive approach to decision-making.

A high-level meeting was held on Wednesday, led by Chief Minister Arvind Kejriwal, to discuss the policy concerning Independent Food Outlets (Cloud Kitchen). The meeting was attended by Industries Minister Saurabh Bharadwaj, emphasizing the significance of their involvement in the discussion.

As per the policy, independent food outlets will have the freedom to operate 24/7, and establishments smaller than 250 square feet will be exempted from obtaining a license. To extend financial support to businesses, a state-level banking committee will be established, aiming to provide necessary financial assistance, as mentioned in the statement.

According to the Delhi government, independent food outlets include cloud kitchens, ghost kitchens, dark kitchens, base kitchens, satellite kitchens and virtual kitchens.

According to the statement, the average size of an independent food outlet typically varies between 600 square feet and 2,000 square feet.

Kejriwal, during the meeting, emphasized the introduction of a plan aimed at regulating independent food outlets, with the primary goal of creating ample employment opportunities within this sector.

He highlighted that this policy will not only bolster Delhi’s economy but also pave the way for the creation of new job opportunities.

As per the statement, operators and entrepreneurs managing these cloud kitchens will have the convenience of applying for licenses through a streamlined single-window portal.

The statement highlighted that cloud kitchen operators currently face challenges in obtaining licenses as they have to navigate through multiple government organizations such as the Municipal Corporation of Delhi, police, fire department, and Delhi Development Authority. This cumbersome process creates various difficulties for them.

The statement further mentioned that the absence of a robust policy has led to numerous individuals operating cloud kitchens without obtaining the necessary licenses.

Currently, around 20,000 cloud kitchens and independent food outlets are operating in different parts of Delhi. Approximately 4 lakh people are working with or associated with these establishments in some way, according to the statement.

Delhi’s Chandni Chowk and Majnu Ka Tila to undergo remarkable transformation into vibrant food hubs

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June 22, 2023

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street food bengaluru — (Representative Image)

Delhi’s bustling Chandni Chowk and vibrant Majnu Ka Tila are poised for a remarkable makeover, as per an official statement announced on Wednesday. The ambitious plan aims to transform these iconic locations into thriving food hubs, drawing inspiration from the renowned culinary destinations of Singapore.

A high-level meeting was convened by Chief Minister Arvind Kejriwal during the day to review the progress of the Delhi’s Food Hubs project.

The meeting, attended by senior officials, focused on strategic planning and implementation timelines.

According to the statement, the conversion of food establishments in Delhi into culinary destinations inspired by Singapore is anticipated to establish a vibrant ecosystem that promotes innovation, excellence, and extraordinary dining encounters.

By placing a special emphasis on food safety and hygiene, the government aims to instil consumer confidence and elevate Delhi’s reputation as a culinary hotspot, it added.

During the meeting, Kejriwal emphasised that the redevelopment of Delhi’s food hubs will give them a fresh identity. He also highlighted the cultural and historical significance of Delhi’s food hubs as they showcase culinary traditions passed down.

The aim is to enhance their popularity so that both local and international tourists can relish the flavours when they visit Delhi, he said.

The chief minister further mentioned that the revitalization of food hubs holds the potential to generate numerous job opportunities, benefiting thousands of individuals.

The ‘Delhi Food Hub Redevelopment’ initiative was introduced as part of the city government’s Rozgaar Budget 2022-23. In the initial stages, the government’s primary emphasis is on rejuvenating two renowned food hubs.

The objective is to enhance the dining experience for customers and improve fundamental infrastructure such as roads, sewage systems, lighting, and parking. The redevelopment will also ensure compliance with food safety and cleanliness guidelines, setting benchmarks for these hubs. The goal is to develop a distinct brand for these historically and culturally significant food centres in Delhi, the statement said.

To facilitate the transformation of these hubs, a six-week design competition will be organized. This competition aims to not only gather the finest ideas from India but also invite contributions from other countries, as stated in the announcement.

The development of these food hubs will revolve around their distinctive selling points (USPs) concerning food offerings. The appointment of architects for this revitalization process will take place in the near future, marking the project’s initiation. The project is divided into phases including market selection, design competition, and project implementation.

In the first phase, a comprehensive analysis was conducted to select two food hubs for redevelopment from all the food hubs across Delhi, the statement said.

Majnu Ka Tila, commonly known as Delhi’s ‘little Tibet,’ presents a diverse range of pan-Asian cuisines. On the other hand, Chandni Chowk is celebrated for its culinary offerings that showcase the rich heritage of Mughal emperors.

Amul Dairy seizes opportunities in fast-growing poultry sector, unveils plans for fish feed and pet food range

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June 22, 2023

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The landscape of the milk business has undergone a significant shift, extending beyond the realms of cows and buffaloes. Amul Dairy, operating as the Kaira District Co-operative Milk Producers Union Limited (KDCMPUL), has recognized this change and ventured into the rapidly expanding poultry sector. Amul Dairy, popularly known for its cooperative approach, has strategically tapped into the growing opportunities within the poultry industry, showcasing its adaptability and forward-thinking mindset.

Amul Dairy, renowned for its expansive cattle feed manufacturing unit, has recently introduced Amul poultry feed for the benefit of farmers. However, the offerings don’t stop there. The esteemed milk union is preparing to introduce fish feed along with a diverse range of pet foods. With an impressive production capacity of 3,200 tonnes of cattle feed per day, Amul Dairy is well-equipped to meet the demands of its customers.

Amul Dairy’s poultry feed stands out as a fascinating innovation, as it is entirely vegetarian unlike traditional poultry feeds that comprise a blend of both vegetarian and non-vegetarian components.

According to dairy officials, the inclusion of vegetarian raw materials in poultry feed decreases the chances of poultry contracting infections, which often results in higher mortality rates.

“In the last 10 years, with 7.5% growth, poultry farming has emerged as one of the fastest growing segments in India which is now the third largest producer of eggs globally,” said Amul Dairy’s Managing Director Amit Vyas.

The poultry industry’s revenue has already crossed INR 2.5 lakh crore mark. “There are immense employment opportunities available in this sector. But poultry disease is a major factor impacting the economics of farming. Hence, instead of animal origin ingredients that are used for manufacturing poultry feed, we are manufacturing poultry feed from vegetarian sources,” he said.

“Our target is to sell 5,000 metric tonnes of poultry feed in 2023-24,” said Vyas, adding that in the first month of production, it has already sold 40 tonnes of poultry feed in Maharashtra.

“We have started manufacturing in Maharashtra. We will soon start making the feed variants in Gujarat, West Bengal, Madhya Pradesh and Punjab,” said Amul Dairy’s Chairman Vipul Patel.

To achieve enhanced growth rates, superior meat quality with tenderness, improved feed conversion ratio (FCR), increased egg production, and cost efficiency, poultry feed is typically produced for broiler or layer categories of chickens. This feed formulation commonly incorporates ingredients such as soybean, maize, bajra, barley, maize gluten, along with various growth-promoting additives. To provide a well-rounded diet, these vegetarian components are combined with animal-based ingredients like bone and meat meal, fish meal, blood meal, and other by-products sourced from slaughterhouses.

“However, if animal origin ingredients are used, birds are more susceptible to infections like E Coli, salmonella and concordial often turning fatal for them. Hence, we have manufactured poultry feed only from vegetarian sources. Our poultry feed has 20-23% protein, 3.5-4% fat along with a range of other nutrients,” said a dairy official.

“The ingredients that we have used, lowers FCR and higher growth rate in broiler and layer birds,” he said.

“We will soon launch layer feed for different phases of egg production and poultry feed supplements for the benefit of poultry farmers,” said Vyas.

Tamil Nadu to shut down 500 liquor outlets from June 22 onwards

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June 22, 2023

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TASMAC, the state-run authority, declared on Wednesday that 500 retail liquor outlets in Tamil Nadu will halt their operations effective June 22. This action follows an announcement made on the floor of the Assembly.

In April of this year, Minister V Senthil Balaji, who currently remains under arrest by the Enforcement Directorate and is hospitalized due to a heart-related ailment, had originally made the announcement in the House. At the time, he held the Excise portfolio.

Tamil Nadu State Marketing Corporation (TASMAC), the state-run liquor retailer, has confirmed the recall of the Assembly announcement made under the directions of Chief Minister M K Stalin. TASMAC stated that a Government Order (GO) was subsequently issued on April 20, 2023, in relation to this matter.

According to the statement, the Government Order (GO) specifically focused on identifying and shutting down 500 retail liquor outlets.

“In order to implement the GO, it has been directed to identify 500 retail outlets across the state and close them from June 22, 20223 onwards.”

“Based on that, the said 500 retail outlets will not function from June 22,” a TASMAC statement said.

Reliance expands ‘Independence’ FMCG brand to North India, intensifying competition with established players

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June 22, 2023

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Reliance FMCG brand 'Independence'

Reliance, led by Mukesh Ambani, has intensified its efforts to expand its presence in the highly competitive FMCG sector, which has long been dominated by established players such as ITC and Hindustan Unilever. In pursuit of a larger market share, Reliance has now extended the reach of its consumer packaged goods brand ‘Independence’ to North India, demonstrating its commitment to the Indian market.

Reliance Consumer Products, a subsidiary of Reliance Retail Ventures Limited (RRVL), has unveiled its plans to extend the reach of its brand across the densely-populated regions of Punjab, Haryana, Delhi-NCR, Uttar Pradesh, Uttarakhand, and Bihar. The brand offers a wide range of fast-moving consumer goods (FMCG) including everyday essentials, staples, processed foods, and more.

Reliance Retail’s FMCG division initially introduced the brand in Gujarat back in December of the previous year.

The company stated its commitment to offering Indian consumers locally crafted, high-quality products at competitive prices.

Reliance highlighted the substantial demand within a large segment of the Indian population for a reliable consumer goods brand that provides a diverse range of premium products at affordable prices.

Moreover, RCPL is engaging in partnerships with trade partners, such as manufacturers and kirana stores, with the aim of offering them enhanced business prospects, according to their statement.

In the coming months, the company also intends to expand its distribution network by leveraging both online and offline channels, aiming to reach a wider consumer base throughout the country.

During Reliance’s 45th annual general meeting in August of the previous year, Chairman Mukesh Ambani made the announcement of the company’s foray into the FMCG market, positioning itself as a direct competitor to established brands such as Unilever and ITC.

Reliance has taken significant steps to gain a foothold in the FMCG market of the world’s most populous country. This includes strategic acquisitions of brands like Lotus Chocolate, as well as forging partnerships and implementing various other measures.

Last month, Reliance Consumer Products forged a partnership with General Mills to venture into the western snacks category. This collaboration enables Reliance to introduce the globally recognized corn chips brand, Alan’s Bugles, owned by General Mills, in the Indian market. This move positions Reliance in direct competition with established brands such as PepsiCo’s Lays, ITC’s Bingo, Balaji Wafers, as well as the vast unorganized snacks market.

Reliance’s FMCG portfolio has witnessed several notable additions in recent times. Among them are Campa, Sosyo, and Raskik beverages, which offer refreshing drink options. Additionally, Independence has introduced a range of daily essentials, while the confectionery brand Toffeeman has delighted consumers with its delicious treats. Maliban biscuits have also become a part of Reliance’s product lineup, satisfying cravings for baked goods. Moreover, the home and personal care brand Glimmer and Dozo have been introduced to enhance the company’s offerings in the household and personal care sectors.

As part of its strategy, the company aims to compete with established brands in various categories by implementing a playbook that involves price adjustments for entry-level packs. This approach allows Reliance to offer competitive pricing options to consumers while challenging the dominance of established players in the market.

As the market competition intensifies, it is anticipated that existing players may experience lower valuations. This situation has the potential to benefit consumers, particularly those at the lower end of the market. With lower valuations, companies may be compelled to offer more competitive prices, thus creating greater affordability and value for consumers in that segment.

Nevertheless, conventional FMCG companies are actively strengthening their business frameworks and diversifying their range of products in anticipation of heightened rivalry.

Numerous prominent entities have procured regional brands or enterprises and allocated resources towards direct-to-consumer (D2C) digital brands in order to augment their current offerings. Additionally, companies are actively investing in fortifying their brands to establish a comprehensive omni-channel presence, thereby accommodating a broader spectrum of consumer preferences and shopping behaviors.

India’s scotch whisky sales soar, doubling in two years, fueled by millennial demand and premiumization

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June 22, 2023

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Scotch sales in India have witnessed a remarkable surge, nearly doubling over the course of the past two years. This substantial growth can be attributed to two primary factors: the rising consumption of Scotch among millennial drinkers and the gradual shift of the expanding middle class towards the more expensive variant of whisky.

According to industry executives and the latest data from global alcohol market analysts IWSR, the Scotch whisky market experienced a significant year-on-year growth of 33% in 2022, reaching a total of 7.5 million cases (nine litres each). In 2020, India alone consumed 3.9 million cases of premium whisky produced in Scotland.

These numbers encompass both internationally recognized Scotch whisky brands bottled in their country of origin and those bottled in India after bulk importation. Additionally, a substantial amount of Scotch whisky is imported in bulk and subsequently incorporated into local premium brands.

Diageo, the largest spirits company globally, has highlighted the versatility of its brands, catering to a wide range of price points and occasions. This approach has enabled them to attract both new and experienced consumers in the market.

“Indian consumers have preferred Scotch for its depth of flavours for generations. The young legal drinking age entrants continue to find that aspirational and have started discovering the versatility that Scotch gives to various occasions and serves,” said Shweta Jain, chief business development officer, premium, luxury, reserve and craft at Diageo India, which retails brands such as Johnnie Walker, Black Dog and Singleton. “We lead play in culture and continue to drive penetration in metros and boom towns alike.”

According to the latest data from IWSR, in 2021, India ranked second in terms of volume for Scotch imports, surpassing the United States and trailing only behind France. However, in 2022, India experienced a remarkable surge of 60% in Scotch imports, propelling it to become the top global export destination by volume. The report also highlights that the trend of premiumization is particularly pronounced in the Scotch category, surpassing any other beverage category. Over the past two decades, Scotch sales have multiplied twentyfold, showcasing its growing popularity and demand.

Industry executives have noted that premium whiskies, including Scotch, American versions, and Indian single malts, which were previously regarded as somewhat traditional, have gained popularity among millennial drinkers. This shift in preference can be attributed to the rising incomes of millennials, the versatility of these whiskies for cocktail mixing, and their easy accessibility through the proliferation of restaurants and establishments.

According to industry insiders, Scotch has historically been viewed as an aspirational beverage among Indians. They note that the accessibility and affordability of premium whisky have significantly improved since the relaxation of Covid-19 restrictions. In addition, a substantial portion of Scotch whisky purchases shifted from global travel retail to domestic retail in 2020, and this trend has largely persisted, indicating a sustained preference for purchasing within the domestic market.

“Premium products across spirits are under-indexed and this is a natural correction, accelerated by at-home drinking which made people shift consumption to less but better quality drinking,” said Sachin Mehta, country director-India and Indian subcontinent at William Grant & Sons, which owns Glenfiddich and Balvenie brands. “This progressive trend is also seen in Indian single malts, gin and even other premium whisky.”

As an example, American whisky sales experienced a substantial growth of 70%, while Irish and Japanese whisky sales witnessed increases of 81% and 53% respectively. In the overall category, sales of premium Indian whisky skyrocketed by 200%, with value and lower-priced products constituting approximately 96% of the total sales. These figures highlight the remarkable surge in demand for a diverse range of whiskies across different price points in the market.

Despite India holding the distinction of being the largest consumer of whisky globally, the volume share of Scotch whisky remains relatively low at 3.1%. This modest share is primarily attributed by industry executives to the significant hurdle of a 150% duty imposed on imported liquor, making it less accessible and thereby limiting its market presence.

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