From being a drink reserved for an elite, wine in India has become a symbol of a rapidly evolving lifestyle. With a population of nearly 1.5 billion people and a continuously growing economy, India is discovering the pleasure of wine, transforming itself into one of the world's most promising markets, with imports having grown by 500 percent in 2023. This boom, fueled by changing consumer preferences and more favorable fiscal policies (as we previously discussed here), makes the subcontinent an increasingly attractive destination for international wine producers. Nikhil Agarwal, founder of All Things Nice (a luxury, wine, and spirits consultancy and marketing agency) and co-organizer of ProWein India, outlined an exciting picture of the Indian market in an interview with Wine Meridian.
A market in transformation
According to Nikhil Agarwal, the Indian wine market is undergoing significant metamorphosis. "Wine in India is a relatively new phenomenon. Until twenty years ago, it was a beverage reserved for the wealthy, but today it is gaining popularity, and we are also starting to produce wine locally," he explains. This growth is driven not only by India's burgeoning middle class but also by a cultural shift in the country, where wine is progressively replacing traditional spirits, cementing its role as the go-to beverage on many occasions. The Indian economy is playing a crucial role in this evolution. With a population that is becoming wealthier and traveling more abroad, the interest in wine is growing in tandem. "Currently, the 10% of Indians who travel and discover new culinary cultures represent 1.5 million potential new wine customers," observes Agarwal.
The success of Italian wines
A particularly interesting aspect of the wine revolution in India is the growing interest in Italian wines. Nikhil Agarwal emphasizes that "today, wines from all over the world are available, with a particular abundance of Italian wines from regions like Tuscany, Piedmont, Veneto, Abruzzo, Emilia Romagna, Friuli Venezia Giulia, Sicily, and Trentino Alto Adige." This massive presence is not coincidental: Italian wines are indeed surpassing even French wines in popularity, a trend that few could have predicted until a few years ago, and it is forecasted that in the next 5-10 years, the number of wine consumers could exceed 50 million. This phenomenon also reflects a change in Indian consumers' tastes, who now seek high-quality but accessible wines. During the Covid-19 pandemic, wine consumption saw a spike, with the closure of venues leading consumers to buy wine in retail stores, where prices are lower, Agarwal explains, highlighting how this new habit has helped increase the popularity of wine in his country.
Growth that shows no signs of stopping
Looking ahead, the Indian wine market seems destined to grow further, a trend also referenced in a recent interview by Italian Master of Wine, Pietro Russo. The increasing presence of sommeliers in Indian restaurants and the development of academic programs dedicated to wine are clear signs of a vibrant market full of opportunities: "Today, almost every Indian restaurant has a resident sommelier. This may not be surprising in the West, but for India, it's a huge step forward that demonstrates how much this market is still uncharted territory," says Agarwal. With a young and economically rising population—and growing interest in Italian wines—the country could transform into one of the leading wine markets in the next decade: the ground is fertile, and the potential is vast.
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