Flying high: Duty-free alcohol surge at airports shows India is on the move

Across India’s bustling international airports, duty-free counters are witnessing a striking trend: bottles of whisky, vodka, and premium spirits are flying off shelves faster than ever. On the surface, it’s a retail story, but dig a little deeper, and it reveals something much broader, a picture of India’s rising disposable income, its evolving consumer behavior, and a growing appetite for international travel.

Travel growth is reshaping the retail landscape

India’s international travel is growing fast, and the numbers tell an important story. In August 2025, 66 lakh passengers flew through the country’s international airports, up 7.7% from the same month last year.