No proof needed for India's emerging drinking culture

India’s drinking culture is a bundle of paradoxes. Alcohol is everywhere – and nowhere. It’s a booming industry but also remains a moral battleground; plenty of people drink, but a lot more don’t, for a variety of reasons. It signals modernity in some circles and shame in others. When it comes to alcohol, the country walks a tightrope between tradition and aspiration.

The IWSR, which tracks and studies the global alcohol market, found that total global alcohol volumes had fallen by 1% in 2024 (excluding national spirits). But among the top 10 global alcohol-consuming countries, India was one of the few to buck the downward trend. Despite high total volumes, per capita consumption (of pure alcohol) in India is still lower than the global average – 1.3 liters in 2005 to around 3.1 liters in 2022 compared to 5.5 liters globally. With higher disposable incomes, improved access, and growing aspirations, India is expected to be a boom sector for the industry.

Which is why I was so surprised when I heard of Dry Drnks, a Bangalore-based start-up looking to become a marketplace for non-alcoholic beverage alternatives for the country. But at the same time, I needed to remind myself that the country is still primarily non-drinkers: less than 10% of the population, according to the latest National Family Health Survey.

In my conversation with Amarnath Chowdary, founder of Dry Drnks, it became clear that there definitely is growing acceptance and demand for lo/no alc drinks from a wide variety of people, both alcohol drinkers and abstainers. More Indians are looking to take part in the ritual of drinking, but without the alcohol. 

This has the potential to become a cultural leapfrog moment – much like how the country more or less skipped the personal computer era and went directly mobile-first for the internet. India might very well sidestep the decades-long process of normalizing alcohol and jump directly into the era of 0.0% drinks.

These are exciting times for a nascent category, especially since there is space for both alcoholic drinks and alcohol alternatives to not just co-exist, but thrive.

GourmetPro: How did Dry Drnks come to be? What made you want to start this business?

Amarnath Chowdary:  I’ve never had alcohol in my life. I’m a teetotaler. But I’ve always been curious about what’s out there. And through my other businesses – I work in software, food processing, and life sciences – I travel a lot. On those trips, I started noticing this emerging trend in Europe and the US: alcohol-free wines, gins, even rum. Not mocktails. These were proper beverages – fermented, bottled, premium-looking, and with layered flavors. I remember trying French Bloom in Paris, and it really made me stop and think.

So I started asking myself: Could this work in India? Is India ready?

And I felt like… yes. I kept thinking about it for over a year and a half, and in November 2024, I launched Dry Drnks. It's still a baby, but it’s gaining traction. We’ve always had two extremes in India, either alcohol or fruit juice/carbonated soft drinks. There’s nothing in between. That’s where we fit in.

GP: Why now? Why do you believe India is ready for a non-alcoholic marketplace?

Amarnath: Our society is changing. Drinking isn’t hidden anymore. It’s more open, especially in the metro cities. But even within this openness, there’s still a large segment of people who either don’t drink, drink occasionally, or want to cut back. And until now, there was nothing premium for them.

It really hit me when we spoke to breweries, restaurants, and hotels. And you know what they told us? “Every day, 20% of our customers ask for a non-alcoholic option.” That’s not seasonal, that’s every day. Right now, that 20% is settling for water, soda, or a basic mocktail. One restaurant told us, “This customer is here for two hours and only orders one drink, because we have nothing else.”

So when we introduced these zero-proof spirits and wines, they got it instantly. These drinks aren’t just about health, they’re also about value. They give people a reason to order a second or third round, just like alcohol consumers do.

GP: But India still has a strong association between drinking and getting a buzz, right?

Amarnath: That’s very true. In fact, that’s one of the most common things I hear: “If I’m spending ₹4,000 (~US$47) on a bottle, I want to feel something.” And that’s fair. But that’s also why we only work with authentic brands. 

There are two ways of making non-alcoholic drinks: Synthetically, which is cheap, and through the real fermentation and de-alcoholization process. Take French Bloom again. They use vintage grapes, do proper wine-making, and then remove the alcohol through high-pressure techniques. So the product still feels full-bodied. You’re not getting drunk, but you’re still getting that layered flavor and structure on the palate. That’s what people want.

We’ve positioned our brands in a way where someone who normally drinks wine or gin can try our products and say, “Okay, this is not 100%, but it’s at least close.” And for many, that’s enough.

GP: Who’s drinking these products in India right now?

Amarnath: We’re seeing three core segments. 

• One is corporate events, about 40% of our business right now. Big companies want to offer good drinks at events without pushing alcohol. 

• The second is affluent individuals, around 30%, especially women. Many of them enjoy the social aspect of drinking, but don’t want the alcohol or calories. 

• And third is the younger crowd, Gen Z and younger millennials, who are much more experimental and conscious. They want better-for-you everything. They account for the remaining 30%.

We also had this amazing moment at an exhibition. A group of women-run wedding catering companies from Chennai came up to us. They said, “We’re bored of lime juice and the standard welcome drinks. Can we serve something that feels special, but without alcohol?” These were for traditional South Indian weddings, where alcohol isn’t served, but the guests still want something that feels special. That’s the kind of shift we’re seeing.

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GP: How are you reaching customers? Online or offline?

Amarnath: We’re doing both, but we believe offline discovery is key. You can’t expect someone to order a ₹2,000–₹5,000 (~US$24-US$60) bottle online without ever tasting it. So we’re focusing on tasting vents, B2B activations, especially in hotels, pubs, breweries, and fine dining restaurants. Our activation team creates tasting kits, trains bar managers, and helps venues set up dedicated 0.0 ABV menus. Only after customers have tried the drinks in a social setting do they look for it online.

That said, we’re launching our e-commerce store this April, starting with Bangalore and expanding city by city. We’re also in talks with Reliance Fresh, Nature’s Basket, and Namdhari’s. Our dream is to be available at neighborhood supermarkets, so people can pick up a bottle the same way they’d buy snacks or mixers for a Friday night.

GP: Are these venues stocking the drinks long-term?

Amarnath: Many are. What’s working well is the tasting-first approach. We do an activation, the venue sees the response, and then they want to stock. We’ve even had independent cafés tell us they want to dedicate an entire floor to non-alcoholic drinks. And pubs that once said “our crowd won’t go for this” now tell us, “People are asking for it. Can you bring more?”

We help them create 0.0% menus, train their staff on how to describe the products, and give them ways to upsell. And once they realize customers are willing to pay as much for a well-made zero-proof drink as a cocktail, the math starts to make sense.

GP: What about marketing? India has strict laws around alcohol advertising.

Amarnath: That’s true. India’s alcohol advertising and surrogacy advertising rules are some of the toughest in the world. But because we’re selling 0.0% alcohol products, our legal team believes we’re in the clear. There’s no alcohol in our drinks, and we declare that openly on the bottle and on the site. So technically, we’re not violating any guidelines.

That said, we’re being cautious. We’ll avoid anything that could be seen as misleading. But I believe as this category grows, the regulations will evolve too.

GP: What other challenges do you face in promoting non-alcoholic beverages in India?

Amarnath: One of the main challenges is changing the perception that non-alcoholic drinks are inferior or lack the sophistication of alcoholic beverages. However, with the rise in health consciousness and the desire for mindful drinking, this perception is gradually shifting. We plan to work on educating consumers and providing them with premium non-alcoholic options that don't compromise on taste or experience.

GP: What are the strongest performing categories in your portfolio?

Right now, non-alcoholic wines and beers are getting the most traction. Especially among people who don’t want to explain their choices. If you're pregnant, religious, or just don’t want to drink, having a 0.0% bottle that looks beautiful and drinks well, and it makes all the difference.

We also have gin alternatives, mixers, whiskey and rum substitutes, and a range of premium botanicals. All of the products we sell are vegan and some are even B-certified. We’re even seeing that Indian consumers are starting to ask more questions about sugar, calorie content, and ingredients, all of which are good signs for long-term growth.

GP: And what’s been the most surprising thing you’ve learned so far?

Amarnath: I’d say two things.

First, the creativity of bartenders. We gave them just four base spirits and they created over 130 different drinks. They don’t even need a recipe, they improvise on the spot. No menu, no prep – it was amazing. That’s a skill I didn’t fully appreciate until now.

Second, the range of people who are interested. 

• We’ve had independent cafés come to us saying, “We want to dedicate an entire floor to non-alcoholic drinks.” 

• We’ve had religious families tell us, “For the first time, we don’t have to serve soda in a wine glass.” 

• And we’ve had seasoned drinkers say, “I’d drink this even if I wasn’t cutting back.”

That’s when I knew this isn’t a niche. The demand is real, and we’re just getting started!

The future of drinking is changing fast.
Let’s build the next big thing.

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