India’s competition regulator investigates claims Pernod Ricard offered €23m in financial aid to retailers to dominate shelf space.
India’s Competition Commission has launched an investigation into Pernod Ricard, alleging the spirits producer colluded with retailers to secure market dominance. The probe centers on claims the company offered Rs2bn ($21m) in financial assistance to retailers, including corporate guarantees for loans, in exchange for dedicating over a third of their stock to Pernod brands.
The Commission cited an alleged 2021 internal email suggesting Pernod sought a “strategic advantage” in Delhi by providing €23m ($27.1m) to support retailers bidding for licenses. Regulators warned such arrangements could distort competition by artificially shifting demand away from rival brands.
Pernod Ricard has not yet responded to requests for comment. The case stems from a 2024 complaint and could result in penalties if the allegations are upheld.