Beverage giants like Diageo, Carlsberg, and Heineken face significant operational challenges in India, particularly in Rajasthan. These include securing dwindling water supplies amidst severe scarcity, navigating complex state regulations and tax laws, and adhering to inter-state liquor movement restrictions. Rajasthan's Thar Desert region experiences high groundwater extraction, straining resources for its population, tourism, and agriculture, forcing companies to establish local production facilities.