NEW DELHI: India will lead sales of scotch globally as rising disposable incomes and lower import duty — once the India-UK Comprehensive Economic and Trade Agreement (CETA) comes into play — will spur demand and drive greater engagement between whisky companies of the two countries, the top body representing Scotch whisky makers has said.The Scotch Whisky Association (SWA), that has global giants such as Diageo, Pernod Ricard, William Grant & Sons, Whyte & Mackay and Suntory Global Spirits as members, however, continues to remain cold to demand of Indian makers to recognise spirit matured for less than three years as whisky. “If it doesn’t meet the parameters of our domestic (UK) legislation, it can’t be called whisky,” Mark Kent, chief executive of SWA told TOI recently.Speaking on the trade agreement, which is likely to come into force around the middle of next year after ratification from the UK Parliament, Kent said CETA will not only help in lowering prices but will also lead to creation of new jobs and investments across the UK and India.The new jobs are going to be not just in the distilleries, but even in farms that are growing barley. “So, all through the value chain, from farmers planting barley to the people serving the whisky, you will see a boost. You’ll be looking at jobs getting created through bottling, through the hospitality sector, tourism upskilling. This goes in both directions.”Speaking about the importance of this engagement for scotch makers, Kent said India is their biggest market. “We export to 180 different markets around the world, so we’re global. However, the Indian whisky industry is twice as big as the Scotch industry. The market is going to be even more important in the future as the economy grows and we see more disposable incomes. India is the biggest. So, that’s very important.”He said that SWA expects a 9-10% reduction in scotch prices once the deal is in force. “Apart from being affordable for Indians, the lower prices will also help Indian makers who import bulk scotch for IMFL… It gives you an opportunity to improve the quality of your products because you can add more scotch.”Also, he said that newer scotch brands will also be interested in coming to India. “Also, there are Indian companies who are looking at setting up distilleries in Scotland. So, we are starting to really see a build-up of partnerships.”
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