NEW DELHI, India — May 11, 2026
India’s antitrust regulator, the Competition Commission of India (CCI), has ordered a detailed investigation into French liquor giant Pernod Ricard and seven other entities over allegations of anti-competitive practices in the Indian-made foreign liquor (IMFL) market.
The probe follows a complaint filed in 2024 alleging that the companies engaged in restrictive agreements and coordinated business practices aimed at increasing market dominance in Delhi’s liquor distribution network.
Apart from Pernod Ricard, the entities facing investigation include Indo Spirits, Pathway HR Solutions, Universal Distributors, Khao Gali, Bubbly Beverages, Shiv Associates and Organomics Ecosystems.
CCI Finds Prima Facie Evidence of Restrictive Agreements
In its preliminary observations, the CCI said there appears to be prima facie evidence suggesting Pernod Ricard entered into restrictive arrangements with wholesale and retail vendors to expand its market share and promote its brands in Delhi’s IMFL segment.
According to the regulator, the alleged practice involved providing corporate guarantees and incentives to retailers to encourage the sale of Pernod Ricard products, potentially impacting fair competition in the market.
The commission stated that such conduct could fall under the category of exclusive supply or distribution agreements prohibited under India’s Competition Act if found to distort market competition.
Investigation to Examine Role of Individuals and Executives
The original complaint reportedly named 41 companies and entities.
After reviewing the matter, the CCI said allegations against 34 entities did not appear substantial enough at the preliminary stage. However, the regulator directed its Director General to continue a detailed investigation against the remaining seven firms and associated individuals.
The probe will also examine whether company officials or executives were directly involved in any alleged coordination, approval or collusion related to the disputed business practices.
Pernod Ricard Holds Strong Position in Indian Market
Pernod Ricard operates several premium liquor brands in India, including Absolut, Chivas Regal and The Glenlivet.
India remains Pernod Ricard’s largest market globally by sales volume and its second-largest market by value, making the outcome of the investigation significant for the country’s liquor industry.
The company has not yet publicly commented in detail on the latest CCI order.
Delhi Liquor Market Under Continued Regulatory Scrutiny
The latest investigation adds to increasing regulatory attention on India’s liquor distribution and retail sector, particularly in Delhi, where multiple policy and licensing controversies have emerged in recent years.
Legal experts say the CCI investigation could have broader implications for distribution agreements, retail partnerships and promotional arrangements within India’s alcoholic beverage industry.
The Director General’s office is expected to submit its findings to the commission after completing the investigation.
