As a market, Uttar Pradesh is the largest in the country, accounting for more than 10% of the overall consumer products industry. In spirits beverages, the state accounted for less than 5% four years ago, which has now gone up by 200 basis points. However, the biggest jump is in the beer category, where UP accounted for 3.5% in 2018 but now contributes 12-13% to the overall sales, according to officials.
