India is one of the most rapidly growing markets for the global beverage industry, which again is a significant part of the overall fast moving consumer goods (FMCG) market in the country. With the liberalisation of the country’s economy and the opening up of foreign investment in this sector, the industry has progressed in leaps and bounds. Other factors which have helped the growth of the beverage industry include a larger share of disposable income in the hands of the country’s middle class, the growing preferences for imported liquor among the elite classes and recent consumption trends for health and energy drinks among the population. The warm and humid weather prevailing almost all through the year also induces people to consume more beverages, thus adding to sales. All beverages can be broadly classified into the alcoholic and non-alcoholic varieties. In India, milk and milk-based products comprise a very important segment of the beverage industry, as milk is an important part of the food served in Indian households. The country is one of the largest producers of milk and milk-based products worldwide. The beverage industry is, however, highly fragmented in nature and is largely dominated by the unorganised sector. At the same time, the relatively low penetration of beverage sales, particularly in rural areas, presents immense potential for growth. Hide this