Walmart’s platform Flipkart has partnered with spirits giant Diageo, an Indian startup to deliver alcohol in West Bengal and Orissa. Flipkart’s customers will be allowed to access HipBar’s application on the e-commerce giant’s platforms as per the information given in the reports.

Flipkart and Amazon’s interest in delivering alcohol in India marks a bold move to make inroads into an alcohol market that is worth $27.2 billion, according to estimates by IWSR Drinks Market Analysis.

West Bengal is India’s fourth most populous state, with a population of more than 90 million people, while Odisha’s population is more than 41 million. Some states in India, like Gujarat in the west, prohibit alcohol retail. Shoppers in India are increasingly going online to buy everything from groceries to electronics during the pandemic.

The customers of Flipkart will be able to place orders for their favourite tipple, which HipBar will then deliver after collecting products from retail outlets. HipBar is an Indian startup found in the year 2015 of which 26% is owned by Diageo India.

Swiggy and Zomato, India’s top two food-delivery startups have already started delivering alcohol in some cities, as companies scale up in these times where there is a high demand for booze from people staying at home due to the Covid-19 Pandemic.

Jharkhand was the first state in India to allow home delivery of liquor by online platforms. After which several states have allowed the service that has gained prominence from the situation created by the Covid-19 pandemic.

This major development comes after Flipkart’s rival Amazon received approval to deliver liquor in West Bengal from June.

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