MoFPI approaches States/UTs to adopt Model Label for Alcoholic Beverages Exports

In a major progressive move for the India’s alcoholic beverages sector and a step towards harmonising export-related regulations in the alcobev sector, Avinash Joshi, Secretary, Ministry of Food Processing Industries (MoFPI), has written to the Chief Secretaries of all States and Union Territories urging them to consider adopting the Task Force's recommendations on the Model Label for Alcoholic Beverages Exports and the Model Excise Policy for Exports. The letter included a detailed note on the proposed model framework and enclosed the model label designs for alcoholic beverages meant for overseas markets.

The Ministry requested the States and UTs to examine and adopt the recommendations through suitable amendments to existing State level regulations governing alcoholic beverage labelling and excise procedures, with the objective of bringing uniformity and facilitating ease of business for exporters across India.

The communication reiterated MoFPI’s ongoing efforts to boost the export of processed foods from India and highlighted that alcoholic beverages are a high-value and high-potential component of this growth vision. It noted that India’s alcoholic beverage exports currently range between USD 300–400 million, in contrast to the global export value of around USD 150 billion. The Ministry emphasised that policy reforms are essential to tap this potential, especially as Indian alcoholic beverages are gaining international recognition and awards due to improvements in quality and product innovation.

Earlier, the Ministry had constituted a Task Force on Model Label for Alcoholic Beverages Exports and Model Excise Policy for Exports to prepare a working roadmap toward achieving the USD 1 billion export target. The Task Force is headed by Devesh Deval, Joint Secretary, MoFPI, and includes members from APEDA, State Excise Commissioners and representatives from the industry.

As part of its work, the Task Force studied labelling practices in several international markets including the USA, UK, France, Singapore, Netherlands and the United Arab Emirates to align India’s proposed labelling norms with global expectations and enhance the competitiveness of Indian alcoholic beverages overseas.

The Task Force recommended reforms in two core areas: Labelling Reforms and Rationalised Label Registration. Under Labelling Reforms, it proposed eight mandatory and three optional elements for export labels, along with provisions for destination-country-specific information to be displayed either on the back label or on an additional third label. It also suggested amending Central and State rules to make labels more export-friendly, less cluttered and aligned with international market expectations.

Under Rationalised Label Registration, the Task Force recommended a single registration for a label irrespective of pack size or the number of destination countries, along with a nominal annual renewal fee unless mandatory label information changes. It further proposed permitting affidavits with sample labels for country-specific additions, and suggested that States may consider partially or fully waiving label registration fees for the initial one or two years to encourage exporters. The Taskforce highlighted that label registration fees form only a small share of State Excise revenue, and rationalisation in this area would help attract investment, expand distillery and bottling infrastructure and generate greater employment opportunities.

The Ministry noted that streamlined regulations would incentivise exporters to establish manufacturing and bottling facilities within States, resulting in enhanced investment, job creation and additional revenue for State Excise Departments. By sending these recommendations directly to States and UTs, MoFPI has initiated a coordinated national effort to implement export-friendly excise and labelling standards. This collaborative approach is expected to significantly enhance India’s competitiveness in the global alcoholic beverages market.