NRIs and tourists drive demand for beer, whisky, and vodka; strict rules push some toward bootleggers
Liquor sales at authorised permit shops in Ahmedabad and Gandhinagar are projected to rise by nearly 25% this Diwali compared to last year, driven by an influx of NRIs and tourists during the festive season.
Permit shop operators say that while many visitors prefer to buy legally, strict Prohibition Department regulations often deter them, leading some to turn to bootleggers for low-quality liquor. With an extended festive break this year, stocking up has already begun.
A senior Prohibition Department official said, “Liquor for Gujarat’s permit shops is sourced from Maharashtra, Rajasthan, and Madhya Pradesh. With possible short supply from Maharashtra and a rise in NRI arrivals, we expect sales to increase by 20–25% over last year.”
According to Janakram Jadawani, president of the Hotel and Restaurant Association of Gujarat, “Diwali always brings a sharp uptick in sales as NRIs and tourists seek permits for festive celebrations.”
Beer continues to be the top choice among buyers, followed by whisky and vodka. Currently, 27 permit shops operate in hotels across Ahmedabad and Gandhinagar, but managers complain that cumbersome paperwork discourages many tourists. “Nearly 200 tourists return empty-handed every day during Diwali and later buy inferior liquor from bootleggers at high prices,” said one shop manager.
Despite high excise duty, VAT, and special fees that nearly double retail prices, many still prefer authorised outlets for their quality assurance and authenticity — unlike risky, locally brewed alternatives.
Festive favourites: Beer remains the most popular festive drink, followed by whisky and vodka, while some health-conscious buyers opt for lighter beverages.