In the verdant hills and valleys of North-east India, where the air is crisp and the landscapes lush, a delightful revolution has been quietly fermenting. No, it's not just the tea leaves brewing-it's the rise of fruit wines, a quirky and delicious addition to the region's culinary landscape.
It is the opinion of many in the wine industry that policymaking for wine makers in terms of production and distribution must be brought under the fold of the central government so that there is parity across the country. In the current situation, while some states like Karnataka and Maharashtra have turned out policies that have created opportunities for wine makers, there are many other states that are lagging behind and losing the chance to generate revenue from wine, points out Abhay Kewadkar, the Founder of Tetrad Global Beverages Pvt. Ltd.
Ashwin Rodrigues of Wine Growers Association highlights the challenges and potential in India's wine market. Initiatives like lowering regulatory barriers and enhancing wine quality are key to tapping into India's growing interest in wine. Efforts are underway to educate and elevate local wines to global standards, promising a revitalized industry.
Even as wine consumption in India posts strong growth, its demand is influenced by the preference for low-alcohol beverages and the increasing awareness about imported brands. Consumers, especially the youth, prefer wine with the tag of a healthier choice, says Amit Goel, Director, Rad Elan Distributors Pvt. Ltd.
While it may still take some time for wine culture in India to mature, there is a definite inclination across the younger generation to sample a variety of wines, especially from the premium category. Here, while red wine is taking the lead, pricing is also playing a crucial factor, as Sumit Jaiswal, Vice President (Marketing and Export Import) of Grover Zampa Vineyards, reveals.
The wine consumption in India is undergoing a fascinating transformation. Wine is shedding its image as a hard liquor alternative and becoming a mainstream beverage, perceived as healthier and socially acceptable. The growth is fuelled by desire for exploration and diversity among consumers, says Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India.
With an increasing number of well-travelled youngsters now shifting their alcoholic beverage preferences to wine, this segment of the industry is witnessing a notable uptick in its production, distribution and retail through modernised stores. As Uma Chigurupati, Director, KRSMA Estates Pvt. Ltd. points out, there is great potential for Indian wines in the years to come.
India's evolving wine industry faces policy challenges, yet shows promise with trends like wine tourism and the rise of non-alcoholic wines. Favorable reforms in states like Maharashtra and Karnataka could spur growth, benefiting local production and exports.
Gaurav Singh of April Moon Retail highlights the shift in consumer behavior at Indian airports, driven by increased travel and disposable income. Duty-paid stores, catering mainly to domestic travelers, are adapting by offering curated alcoholic beverages to meet rising demand. Singh outlines strategies like leveraging digital innovation, strategic partnerships, and customer engagement to enhance shopping experiences and drive growth in the travel retail sector.
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