Women are changing the 'spirit' of the industry; percentage in alcobev, tobacco close gap with FMCG

Kolkata | Bengaluru: India's large alcohol and tobacco companies are ramping up hiring of women professionals. The diversity and inclusion push is aided by a young workforce that has shrugged off the negative social perception associated with working in these sectors, according to experts.

At conglomerate ITC Ltd, where the cigarette business generates the most revenue and profit, women accounted for 17% of the permanent employee base in FY25, up from 10% in FY20, as per the company's annual report. Also, almost 30% of the fixed-term contractual jobs in the company were held by women.

In the alcohol beverage sector, the share of women employees in United Breweries Ltd and United Spirits Ltd-the country's top two alcohol-makers-has risen sharply over the last five years.

"While the stigma around alcobev and tobacco is still there in some circles, on the whole, it is fading," said Deepika Ramani, partner, consumer, at executive search and talent advisory firm ABC Consultants. "The younger generation, in particular, is looking for inclusive culture, growth opportunities and whether the organisation aligns with their values. They care much more about these facets than the product."

Female workers accounted for a fourth of United Breweries' workforce in FY25 compared with 4.6% in FY20, while in United Spirits Ltd, a subsidiary of Diageo Plc, the share rose to 28% from 19% in same period.

United Spirits said that by 2030, it will increase women's representation in the executive workforce to a third, or about 33%, and to 50% in the leadership team.

A senior executive of a listed company said the firm historically faced challenges in attracting women professionals due to "social perception issues" associated with working in these sectors. "However, the scenario has changed in the last few years, which is reflected by the number of applications we now receive even during campus and lateral hirings," the executive said.

Change driven by business needs

ABC Consultants’ Ramani said women leadership hires in listed multinational companies in the alcobev and tobacco sectors have grown over the last two-three years.

“We’re seeing more women step into senior roles not just in marketing, HR, corporate affairs and digital, but also in core commercial functions like sales, a space that has traditionally been male-dominated and central to business,” said Ramani. “This shift is largely driven by global diversity, equity and inclusion mandates that are now being seriously implemented in India.”

She said a large number of companies in these sectors ask for diverse candidates for leadership roles.

With efforts on the inclusivity and diversity front growing in India, the percentage of women employed in large alcobev and tobacco sector companies has nudged closer to that in the fast-moving consumer goods (FMCG) sector.

At Hindustan Unilever, the country’s largest FMCG company, women account for 42% of the workforce. At Nestle India, women make up half of the board members and 24% of the permanent managerial positions. Women account for about 44% of biscuit maker Britannia’s factory workforce and 15% of its managerial roles. The company said in its annual report that it plans to increase the count of women in the total factory workforce to 50% and in managerial roles to 20% by FY27.

The trend does not extend in every alcobev and tobacco company though. Godfrey Phillips, VST Industries and Radico Khaitan, too, have reported an increase in women professionals over the last five years, but at a slower pace.

In Godfrey Phillips, it rose to 6% from 5% in FY20, while in Radico Khaitan, it has edged up to 2% from 1.6%. Radico Khaitan also has about 11% women in its non-permanent workforce.

Experts say that hiring of women for leadership positions is also driven by business needs—as the number of women consuming alcohol and tobacco products has risen, companies are now looking to include their perspective on branding, flavour and consumer behaviour.

“These industries have recognised that women are a significant and growing consumer base for their products. To effectively market to this demographic, they need women in the room--in roles from product development to marketing and sales,” said Saundarya Rajesh, founder president at Avtar Group, a workplace culture consulting firm. She said this change, contrary to perception, isn’t confined to the corporate or sales offices in major metros but is also visible at factory locations and the Indian heartland.