Trade tensions in the alcohol sector have prompted the Indian Made Foreign Liquor Association (IMPPA) to seek Prime Minister Narendra Modi’s direct involvement. Targeting bans by Gulf Cooperation Council (GCC) countries on flagship brand ‘Dhurandar’, the association’s letter demands urgent diplomatic action to safeguard Indian interests.
Once a dominant player in duty-free outlets from Dubai to Doha, ‘Dhurandar’ faced abrupt halts due to alleged non-compliance with local health and safety protocols. IMPPA counters that these issues stem from miscommunications and outdated assessments, providing evidence of upgraded facilities and ISO certifications.
The brand, embodying strength with its high-proof blends, supports an ecosystem of farmers, bottlers, and marketers across India. Export losses have rippled through supply chains, prompting calls for policy support. IMPPA outlines a roadmap: bilateral talks, mutual recognition of standards, and promotional campaigns to reintroduce the spirit.
Contextually, this plea aligns with India’s strategic outreach to the Gulf, fueled by energy deals and investments. The $150 billion non-oil trade target underscores the stakes. Analysts note that resolving such disputes enhances India’s image as a reliable supplier.
IMPPA’s strategy includes engaging Indian embassies and leveraging forums like the India-GCC Joint Business Council. The letter warns of market share erosion to rivals if delays persist, urging a 90-day resolution timeline.
Optimism prevails as precedents abound—other Indian goods have bounced back post-negotiations. For ‘Dhurandar’, reinstatement means reclaiming pride in Indian innovation, from artisanal recipes to modern distilleries. As the PM’s team deliberates, the industry braces for a potential game-changer in export dynamics.