We, at IST, urge the Government of Karnataka to modernise its alcohol distribution policies and legalise online alcohol delivery. This change is not only aligned with social norms but also beneficial for local businesses, consumers, and the state economy. Here are the reasons why this shift is necessary and timely:

1. Change the way you think, change the way you drink:
   India boasts the third-largest market for alcoholic beverages globally. Alcohol consumption has shed its social stigma and is now an integral part of socializing post-work, at weddings, and at various gatherings. Why should alcohol be treated differently from non-alcoholic mixers and tonic waters, which are readily available on quick commerce platforms?

2. Supporting Local Businesses:
   Online alcohol delivery provides a level playing field for all companies. In physical wine stores, large multinational brands often dominate the shelves and refrigerators, while new and local brands are sidelined. An online format eliminates this bias, offering equal visibility and access to consumers, and helps local brands and small businesses compete in terms of visibility. 

3. More Freedom to the Consumer:
   By breaking down the barriers of the cartelized liquor business, online platforms enable consumers to benefit from a wider selection of products. 

4. Enhancing Consumer Convenience:
   Online delivery saves time and effort, especially for those with busy schedules or limited mobility. It caters to a growing foreign population, changing the view that moderate alcohol consumption is part of recreational dining, and women and senior citizens who find traditional liquor stores unpleasant. By offering convenience and accessibility, online alcohol delivery meets the evolving needs of modern consumers.

5. Everyone is a winner:
 Industry reports from West Bengal and Odisha indicate a 20-30% sales increase for premium brands due to online deliveries. More so, in Karnataka, excise duty on alcohol already contributes around 20% to state revenue. An increase in sales through online platforms will undoubtedly enhance state government revenue. Furthermore, it reduces the black market and illegal alcohol sales, ensuring tax revenue from alcohol sales is captured effectively. 

6. If you can't beat them, Join them:
   Despite legal restrictions, many liquor stores already offer home delivery services informally. Cashiers openly admit to delivering alcohol across Bangalore. Legalizing and regulating this practice would bring it out of the shadows, ensuring it is conducted responsibly and within legal frameworks. In fact, it enhances regulation and control, provides end-to-end transaction records, and ensures adherence to legal limits, delivery timings, dry days, and zonal restrictions.

We believe that the legalization of online alcohol delivery in Karnataka is a progressive step that will benefit all stakeholders involved. It aligns with modern social norms, supports local businesses, enhances consumer choice and convenience, provides economic benefits, addresses existing informal practices, and promotes responsible and regulated distribution.

We, therefore, request the Government of Karnataka to take immediate steps to legalize online alcohol delivery.