Indian Wines Gain Global Presence: Shipments Surge as Alphonso Mangoes, Jamun, and Other Flavors
India is making significant strides in the global wine market, particularly with its fruit-based wines, which are beginning to carve out a niche alongside traditional grape varieties. As domestic wine consumption remains relatively stagnant, Indian exporters are increasingly looking to international markets to drive growth. In the first seven months of the current financial year, wine exports surged to a record $6.7 million, more than doubling the value from the same period last year. This trend highlights a growing acceptance of non-grape wines abroad, with a recent milestone achieved through the export of jamun-based wine.
Record Exports and New Milestones
India’s wine exports have reached new heights, with shipments totaling $6.7 million in just the first seven months of the financial year. This figure represents a significant increase compared to the previous year, as reported by the trade think tank GTRI. While grape wines still dominate the export market, led by prominent producers like Sula Vineyards, there is a noticeable rise in the acceptance of non-grape wines internationally. A landmark event occurred recently when 800 cases of Curry Favour, a wine made from jamun, were dispatched from Mumbai. This shipment marks the first export of an Indian jamun-based wine, produced at Seven Peaks Winery in Nashik. The wine is set to debut in select restaurants in New York and New Jersey, showcasing India’s diverse offerings in the wine sector.
Competitive Pricing and Market Expansion
To successfully penetrate international markets, Indian wine producers are adopting competitive pricing strategies, especially in the face of high import duties in the United States. Ajoy Shaw, a consultant involved in the jamun wine project, emphasized the importance of maintaining attractive pricing to ensure mutual benefits for both exporters and importers. Indian wines, both grape and fruit-based, are increasingly appearing on shelves and menus in various countries, including the UAE, the Netherlands, China, France, and the UK. Export sales from April to October this financial year have already exceeded $5.8 million, surpassing the estimated total for the entire fiscal year of 2024-25. This growth is bolstered by a small but varied selection of non-grape wines, including those made from Alphonso mangoes and Kashmiri apples.
Challenges for Fruit-Based Wine Producers
Despite the promising export figures, producers of fruit-based and heritage wines in India face several challenges. Entrepreneurs, particularly from the Northeast, have attempted to enter global markets but have often struggled to gain a foothold. For instance, Naara Aaba, a kiwi wine from Arunachal Pradesh, was showcased in China and Greece but failed to establish long-term export success. Similarly, Akash Gogoi, who produces the traditional rice wine Xaj in Assam, noted that previous export attempts to Singapore did not yield positive results. He emphasized the need for government support, such as subsidies, to help Indian wine producers remain competitive on the international stage.
The Future of Indian Wine
The Indian wine industry is relatively young, having developed over the past three decades. While the local market has expanded, growth has often been driven by imported wines rather than domestic brands. According to Euromonitor International, the Indian wine market is projected to grow from approximately Rs 4,770 crore in 2023 to Rs 5,630 crore by 2025. Neeraj Agarwal, a viticulturist involved in the jamun wine initiative, believes there is significant potential for growth in this category. He noted that tourists are eager to explore new flavors, and demand for Indian wines, particularly in markets like the UAE, has surged. However, sustaining domestic demand remains a challenge, as evidenced by the struggles of brands like Reserva Jamun, which gained popularity during the pandemic but could not maintain long-term success in India.
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