Sameer Mahandru on the Global Opportunity for Indian Alco-Bev Brands After US Tariff Reforms

The Trade Landscape Is Changing

International trade is seeing new momentum in 2025. As global economies recover from the aftershocks of the pandemic and respond to changing geopolitical dynamics, trade policies are being restructured, with tariffs at the center of these discussions.

One key development that has caught the attention of Indian exporters is the reduction of alcohol-related import duties in the United States. This move, while not India-specific, opens up new possibilities for Indian alco-bev brands eyeing global markets.

Entrepreneurs like Sameer Mahandru, founder of Indobevs, believe this is more than just a regulatory change — it’s a signal for Indian producers to think global.

Why US Tariff Cuts Matter?

A Window of Opportunity for Exporters

In early 2024, the United States revised certain tariff structures, including lowering import duties on selected alcohol categories. This is part of a larger trend where the US seeks to improve trade relations and reduce consumer costs by making foreign products more accessible.

For countries like India, home to a growing alco-beverage sector, this reform is a potential market entry point.

Not Just for Big Players

While large global liquor brands already have a footprint in the US, lower tariffs make it easier for small and mid-sized Indian producers to test international markets. Exporters can now compete on more favorable price terms, making premium Indian brands more viable abroad.

Sameer Mahandru’s Take on the New Tariff Environment

Viewing Reforms Through an Indian Lens

As someone deeply embedded in the Indian alco-beverage industry, Sameer Mahandru sees the US move as a strategic opportunity, but only for those ready to comply with global standards.

“Reduced tariffs can open the door,” he explains, “but it’s what you deliver once you’re inside that makes the difference.”

He believes that Indian alco-bev companies need to focus not just on cost and pricing, but on compliance, sustainability, and global branding.

Compliance is the Real Competitive Edge

Mahandru emphasizes that exporters need to understand:

• FDA and TTB regulations

• Labeling requirements in international markets

• Sustainability and sourcing transparency

• Responsible alcohol marketing policies

Brands that invest in these areas stand a better chance of long-term success in global markets.

India’s Alco-Bev Sector – Ready or Not?

Growth at Home, Ambition Abroad

India’s alco-bev industry is currently transforming. From craft distilleries to premium wines, local players are increasingly focusing on quality and innovation. But very few have leaped major export markets like the US, UK, or Japan.

Mahandru believes that this hesitation often comes down to:

• Lack of international exposure

• Complexity of documentation and approvals

• Misconceptions about demand in global markets

But he insists that with the right mentorship, government support, and export enablement tools, this could change fast.

Building Global Brands from India

Learning from Global Peers

Mahandru often points to the success of Asian beverage companies in Japan, South Korea, and Vietnam that have successfully built export-first alco-bev brands. Their strategies include:

• Strong storytelling around origin

• Focus on natural ingredients

• Partnering with local distributors abroad

• Investing in premium packaging and sustainability

These are areas where Indian brands can rapidly improve, especially as international consumers become more open to trying regional spirits and premium non-Western products.

Role of the Government and Trade Bodies

For India to truly benefit from global tariff reforms, Mahandru advocates for:

• A dedicated alco-bev export council

• Fast-track clearances for qualified exporters

• International promotion at global expos and trade fairs

• Incentives for eco-friendly and premium product lines

What Should Indian Exporters Do Now?

Step-by-Step Action Plan

For emerging alco-bev businesses in India, here’s a quick roadmap based on Mahandru’s insights:

1. Assess Product Readiness
   • Check for packaging, labeling, and shelf stability

2. Understand Target Market Regulations
   • FDA, local distributor rules, alcohol content limits

3. Build an Export Pitch
   • Tell your brand story, origin, and uniqueness

4. Start Small, Test, and Scale
   • Enter with a single SKU or small consignment

5. Collaborate with Export Enablers
   • Partner with consultants, trade bodies, and international fairs

A Quiet Trade Revolution for Indian Beverages?

The recent US tariff reforms may seem like a distant headline to some, but for entrepreneurs like Sameer Mahandru, it’s a turning point in how Indian brands view the world.

If India’s alco-beverage industry rises to the occasion, with smart compliance, great branding, and strategic outreach, it could mark the beginning of a new chapter where India becomes a global exporter of premium beverages.

The opportunity is real. The only question is: who’s ready to pour into the world stage?