BackLAW
CCI orders antitrust probe into Pernod's retailer deals in India
India's Competition Commission (CCI) ordered a formal antitrust investigation into Pernod Ricard on May 8, 2026 over alleged exclusive agreements with retailers to promote its brands at rivals' expense. The order cites a 2021 internal email and corporate guarantees to retailers, stating such actions could distort retail demand. Pernod Ricard India has denied wrongdoing and said it will cooperate.
Why It Matters
The probe could shape Pernod's retailer relations and distribution practices in India's large market, potentially affecting competition among spirits brands and consumer choice.
Timeline
5 Events
May 9, 2026: Pernod responds to CCI inquiry
May 9, 2026
Pernod India denied any wrongdoing and said it would cooperate with the CCI, asserting that it adheres to high standards of compliance and governance.
May 8, 2026: CCI orders antitrust investigation
May 8, 2026
The Competition Commission of India ordered a detailed antitrust investigation into Pernod Ricard over alleged exclusive retailer deals to promote its brands at the expense of rivals. The order references a 2021 email and corporate guarantees provided to retailers to aid loan access, and states such actions are likely to distort retail demand.
2024 internal probe findings on collusion
2024
An internal Pernod probe found senior executives at its India unit had violated the law by colluding with retailers in New Delhi, as reported by Reuters in 2024.
2024 Pernod India office raid
2024
A Pernod India office was raided in 2024 as part of a separate antitrust investigation.
2021 email on strategic advantage and retailer support
2021
An internal Pernod email from 2021 discusses gaining a strategic advantage across New Delhi zones and providing €23 million ($27 million) in support to retailers bidding for licences.