REPORT: WALMART WILL PARTNER WITH DIAGEO TO ENTER INDIA’S ALCOHOL DELIVERY MARKET
By Siulan Law Mathews DipWSET
American supermarket chain Walmart's e-commerce platform Flipkart will partner a mobile app backed by global spirits giant Diageo to deliver alcohol in two Indian states, according to a report by Reuters new agency.
Quoting government sources, the report said the governments of West Bengal and Odisha have approved a plan for Flipkart customers to purchase alcohol through HipBar, an Indian alcohol consumer app launched in 2017.
The HipBar platform, 26% owned by Diageo, used to be a digital currency that can be used only at pubs, bars and licensed drinks stores. It has become an alcohol delivery platform as well with recent relaxation on laws governing online alcohol sales.
Under the arrangement, it is reported, Flipkart customers will be able to place orders for their favourite drinks on the HipBar app. HipBar will then deliver the order after collecting products from retail outlets.
West Bengal is India's fourth most populous state, with a population of more than 90 million people, while Odisha's population is more than 41 million.
India’s alcohol market is estimated to worth USD27 billion by IWSR Drinks Market Analysis.
Walmart and Diageo are the latest foreign retail and spirits giants to enter the Indian alcohol delivery market which has been opened recently as a result of COVID-19 lockdowns.
In June, American e-commerce giant Amazon and China’s Alibaba-backed grocery platform BigBasket, have both won approval to deliver alcohol in West Bengal.
They followed the footsteps of local food delivery platforms Swiggy and Zomato which were the first to have won alcohol delivery approvals.
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