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Indian wine market gains traction among younger consumers
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Tuesday, 10 November, 2026, 11 : 00 AM [IST]
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Anurag More, Mumbai
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Indian wine and premium beverage market is witnessing a gradual shift as younger, globally exposed consumers increasingly explore new wine varieties, premium labels and experiential drinking occasions. Wine is moving beyond traditional luxury consumption to become part of lifestyle, dining and social experiences, creating opportunities for businesses to expand consumer awareness and encourage experimentation.
According to Amrita Singh, co-founder of Cellar 33, the Indian market is evolving, with growing interest in wine discovery, education and accessibility. Consumers are becoming more adventurous, exploring different grape varieties, wine-producing regions and styles rather than limiting themselves to familiar labels. There is also an increasing appreciation for quality and provenance, with consumers willing to spend more when they understand the story and value behind a product.
Singh believes wine education and guided experiences will play a significant role in expanding the consumer base. Tastings, masterclasses and interactions with wine producers can help remove the intimidation associated with wine and build consumer confidence. At Cellar 33, the focus is on creating meaningful engagement through curated experiences and opportunities for consumers to understand different wines, their origins and characteristics.
Food pairings are another important avenue for strengthening wine consumption in India. According to Singh, demonstrating how wines complement Indian regional cuisines, spices and diverse flavours can help challenge conventional perceptions and make wine more approachable. Experiential dining also allows consumers to discover wine as an integral part of the culinary experience rather than an exclusive luxury beverage.
The expanding hospitality sector, premium dining, tourism and growing interest in international brands are creating opportunities for businesses operating in the wine segment. Singh also sees considerable potential in developing regional markets, strengthening consumer education and introducing a wider selection of wines from different countries and regions.
However, taxation and regulatory complexities continue to pose challenges. State-specific excise policies, import duties, distribution restrictions and varying taxation structures have a significant influence on wine pricing and accessibility. Singh believes that evolving international trade agreements and the possibility of phased import duty reductions over the next five to seven years could act as important growth catalysts. Improved price competitiveness and wider product availability could encourage international participation and give Indian consumers access to a more diverse selection of wines.
Sourcing and pricing premium wines also remain challenging, particularly in a price-sensitive market. Import duties, logistics expenses, currency fluctuations and state taxes have traditionally increased the cost of international wines. While progressive reductions in import duties could improve accessibility, Singh emphasises that pricing alone will not drive market development. Investment in education, brand storytelling and curated experiences will be equally important in communicating the provenance, craftsmanship and value of premium wines.
She also highlights the importance of collaboration between Indian wine producers and hospitality businesses in strengthening the domestic wine ecosystem. Curated wine lists, regional food pairings, staff training, tastings and producer-led experiences can improve the visibility of Indian wines while helping consumers understand their positioning alongside international offerings.
Cellar 33 follows a comprehensive approach to brand development, extending beyond conventional distribution and representation. Its initiatives include marketing, public relations, social media engagement, trade interactions, tastings, masterclasses and producer storytelling. The objective is to establish sustainable brand visibility, develop meaningful relationships and build long-term market presence.
Digital platforms and social media are also central to connecting with younger consumers. Singh believes these channels enable brands to communicate stories beyond the bottle, introducing consumers to wine producers, regions and experiences. However, she emphasises that digital engagement must complement real-world interactions to create stronger consumer relationships.
The company is also witnessing growing interest in personalised wine experiences, including private tastings, masterclasses, producer interactions and corporate events. Such initiatives offer opportunities for discovery and help establish stronger emotional connections between consumers and brands.
Over the next two to three years, Cellar 33 plans to strengthen its international producer portfolio, deepen its presence in existing markets and develop new strategic partnerships. India will remain an important market alongside the company's wider international operations. Expansion of marketing, brand-building and experiential initiatives will also be among its priorities.
The company is continuously evaluating producers from different countries and regions, with emphasis on quality, authenticity, sustainability and market relevance. Its expansion strategy remains selective, focusing on building a portfolio of brands that offer distinctive value rather than simply increasing the number of representations.
On balancing affordability with premiumisation, Singh points out that premium products do not necessarily have to be expensive. The focus is on identifying producers offering quality, authenticity and consistency across different price segments, enabling consumers to explore wines that deliver value at competitive price points.
Looking ahead, Singh expects consumer experimentation, premiumisation, digital engagement and demand for authentic experiences to shape India's wine and broader beverage industry over the next five years. Sustainability, indigenous grape varieties, alternative wine styles and lower-alcohol options are also expected to gain relevance. She believes education and accessibility will ultimately determine how effectively the industry converts consumer curiosity into regular consumption.
For aspiring entrepreneurs entering India's competitive food and beverage sector, Singh advises understanding the market before investing, building strong relationships and maintaining financial discipline. She emphasises the importance of developing a distinct brand identity, adapting to changing market conditions and focusing on long-term business value rather than short-term opportunities.
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