Delhi recorded a significant increase in liquor sales during the fortnight leading up to Diwali 2026, generating ₹589.17 crore in revenue as consumers purchased approximately 3.31 crore bottles across the national capital. The sales value increased 13.5% from ₹518.97 crore during the corresponding festive period in 2025, while the number of bottles sold rose from 2.96 crore to 3.31 crore, according to provisional data from the Delhi Excise Department.
Sales peaked on November 7, a day before Diwali, when liquor outlets recorded purchases worth ₹79.25 crore and sold approximately 40.45 lakh bottles. The increase highlights the seasonal demand associated with festivals, celebrations and gifting. The figures also offer insight into Delhi’s government-controlled liquor retail system, which operates through more than 700 outlets managed by four government corporations.
Delhi Liquor Sales Rise 13.5% Ahead of Diwali
Liquor sales in Delhi generated ₹589.17 crore during the two weeks preceding Diwali in 2026, compared with ₹518.97 crore in the corresponding period last year.
The increase represents year-on-year growth of approximately 13.5% in sales value.
The number of bottles sold also increased by around 11.96%, rising to 3.31 crore from 2.96 crore in 2025.
| Sales indicator | Diwali 2025 period | Diwali 2026 period | Growth |
|---|---|---|---|
| Liquor sales value | ₹518.97 crore | ₹589.17 crore | 13.5% |
| Bottles sold | 2.96 crore | 3.31 crore | 12% |
Source: Delhi Excise Department’s provisional data.
The growth in both sales value and volume indicates that more liquor bottles were purchased during the festive period compared with the previous year.
However, the figures do not establish whether the increase resulted from higher consumption per customer, more customers, changes in product prices or a combination of these factors.
November 7 Records ₹79.25 Crore in Single-Day Sales
The strongest sales activity occurred on November 7, the day before Diwali.
Delhi recorded liquor sales worth ₹79.25 crore on that day, with approximately 40.45 lakh bottles sold across the city.
The corresponding day in 2025 had generated ₹63.40 crore in sales, with 34.70 lakh bottles sold.
This represents an increase of approximately 25% in sales value and 16.6% in the number of bottles sold.
| Diwali eve sales | 2025 | 2026 | Growth |
|---|---|---|---|
| Sales value | ₹63.40 crore | ₹79.25 crore | 25% |
| Bottles sold | 34.70 lakh | 40.45 lakh | 16.6% |
The concentration of sales on the day before the festival reflects the impact of dry-day restrictions. Consumers typically make purchases ahead of days when retail liquor outlets are scheduled to remain closed.
Delhi observed Diwali on November 8, which was declared a dry day under an earlier order issued by the Excise Department. Liquor shops across the capital remained closed on the festival.
Four Government Corporations Operate Delhi’s Liquor Shops
Delhi’s retail liquor market is currently controlled by four government-owned corporations:
- Delhi Tourism and Transportation Development Corporation (DTTDC).
- Delhi State Industrial and Infrastructure Development Corporation (DSIIDC).
- Delhi State Civil Supplies Corporation (DSCSC).
- Delhi Consumers’ Cooperative Wholesale Store (DCCWS).
Together, these corporations operate more than 700 liquor outlets across the national capital.
The outlets sell Indian-made foreign liquor (IMFL), imported liquor and beer.
Private operators are currently not permitted to run retail liquor shops in Delhi. This arrangement follows the withdrawal of the 2021–22 excise policy, which had allowed private participation in liquor retail.
The capital returned to its earlier government-controlled retail structure in September 2022 following controversy and allegations of irregularities surrounding the previous policy.
Delhi Extends Existing Excise Policy Until March 2027
The increase in festive liquor sales comes as the Delhi government continues working on changes to its excise framework.
In March 2026, the government extended the existing excise regime until March 31, 2027, allowing liquor licences to be renewed under the prevailing arrangements while a new policy was being prepared.
Officials subsequently indicated that a draft of the proposed excise policy had been sent to the Centre for approval.
The proposal envisages retaining government control over retail liquor sales while introducing changes involving outlets and brand availability.
Any changes to the policy could affect the structure of Delhi’s liquor retail market, the availability of brands and the way government corporations manage sales.
For now, the four government corporations remain responsible for retail distribution across the city.
Delhi’s Excise Department Targets ₹7,200 Crore Revenue
Liquor sales are also an important source of revenue for the Delhi government.
The Excise Department has set a revenue collection target of ₹7,200 crore for the financial year 2026–27, compared with a target of ₹7,148 crore for 2025–26, according to figures cited by The Times of India.
Separately, officials reported that liquor sales revenue so far in 2026 had reached ₹792.52 crore, compared with ₹634.08 crore during the corresponding period in 2025, representing growth of 24.9%. This is a separate comparison from the two-week Diwali sales figures.
The increase in festive sales could contribute to the government’s broader revenue objectives, although final collections will depend on sales throughout the financial year and the applicable excise structure.
The Excise Department also uses digital systems to monitor liquor sales and revenue, including tracking bottles through the supply chain.
Why Liquor Sales Increase During Festivals
Festivals such as Diwali and Holi typically influence retail demand for several consumer products, including alcoholic beverages.
The period before Diwali can see increased purchases for personal consumption, social gatherings and gifting. Consumers may also buy in advance when they know that outlets will remain closed on designated dry days.
The November 7 figures illustrate this pattern, with sales rising significantly compared with the corresponding day in the previous year.
However, the increase should be understood as a measure of retail sales activity rather than a direct measure of alcohol consumption. Purchases may include products stored for use over a longer period, and the data does not establish how much of the liquor sold was ultimately consumed during the festival.
The Bigger Picture
Delhi’s ₹589.17 crore in festive liquor sales highlights the scale of the capital’s regulated retail alcohol market. The 13.5% increase in sales value and nearly 12% rise in bottle volumes indicate stronger demand during the Diwali period compared with 2025. The figures also demonstrate how festival calendars and dry-day restrictions can influence the timing of consumer purchases.
The market’s structure remains closely linked to government policy. With four government corporations controlling more than 700 outlets and a new excise policy under consideration, future changes could influence retail operations, brand availability and government revenue. The provisional sales figures offer a snapshot of festive demand, but the longer-term direction of Delhi’s liquor market will also depend on policy decisions and the government’s approach to retail distribution.
Looking Ahead
The Delhi government is expected to continue working on its proposed excise policy while the existing arrangement remains in place until March 31, 2027. The eventual policy could determine whether the capital retains its current retail structure or introduces changes to outlet operations and brand availability. Final reconciliation of the provisional festive sales data will also provide a more complete picture of the market’s performance.
For the government, the challenge will be balancing revenue generation, regulatory oversight and the efficient operation of liquor outlets. The Diwali sales increase demonstrates the commercial importance of the festive period, but future growth will depend on consumer demand, policy decisions and how effectively the government manages the retail system.
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