Proximo is among the last major global spirits companies to establish a direct India operation. Most of its international rivals are already present in India, which ranks among the largest markets by volume for Diageo and Pernod Ricard, among others.
The move ends Proximo’s reliance on distributor Monika Alcobev and reflects global spirits companies’ moves to deepen their footprint for a larger share of India’s premium alcohol market. A direct operation will give Proximo greater control over distribution, pricing and brand building.
Jain will be tasked with building the India business and overseeing sales, marketing and commercial operations across the region, the people said. She was previously chief business development officer for premium, luxury and craft at Diageo India and South Asia. She also held senior roles at Pernod Ricard, William Grant & Sons, and The Leela.
Proximo sells Jose Cuervo and 1800 Tequila, besides Bushmills Irish Whiskey, Kraken Rum, and Proper No. Twelve.
Proximo will be entering an increasingly crowded tequila market. Tequila and other agave-based spirits volumes in India tripled between 2022 and 2025, according to industry data, drawing global brands from Diageo’s Don Julio and Bacardi’s Patron to Indian craft producers, and premium importers such as Loca Loka and Pistola.
The category’s dependence on bars and restaurants was exposed during the pandemic, when the 2020 closure of the on-trade cut tequila sales by half. Its recovery since then points to a broader shift toward at-home consumption, premium retail and new drinking occasions beyond nightlife.The spirit is also shedding its image as a nightclub drink. Its versatility appeals to both white- and dark-spirit drinkers, while a perception that tequila is low or zero calorie drink has helped expand its female consumer base. Some drinkers are opting for tequila neat rather than only in cocktails.
The premium end is growing faster still. Ultra-premium tequila volumes have surged 13-fold since 2022, although from a small base, as consumers experiment with higher-priced expressions.
India’s tequila boom has come alongside weaker US demand, increasing global availability. Industry executives say supply could have been tighter had India’s surge arrived a year or two earlier.
The broader alcohol market is also recovering. Spirits volumes rose about 4% in FY26 to 440 million cases, far outpacing a 1.6% growth in the year before.