Looking at the popularity of Indian food overseas, wine makers feel that there is huge potential for domestic wine across the globe
In order to boost wine sales overseas, the Indian government is planning to formulate an export policy to make them at par with its global peers. All India Wine Producers’ Association (AIWPA), along with Agricultural and Processed Food Products Export Development Authority (APEDA) are working together to formulate a scheme to increase exports of India made wines.
Jagdish Holkar, president, AIWPA, told Moneylife that “There is an urgent need to understand the value of Indian wines and to promote it. We have received good response from the Commerce Ministry. Currently we are looking into various factors relating to wine export and the wine industry. After that we will meet with other stake holders and then prepare a final draft.”
The AIWPA and APEDA have identified few countries where Indian wine can be promoted in big way. They are also emphasising on developing a bilateral trade with various nations with initiatives such as wine tasting programmes.
“We will have discussion with Ambassadors of around 20-25 nations. Various Secretariats and Ministries of the Indian Government will also be consulted during the process. Apart from this, around 2-3 potential buyers from each of these countries will also be invited and we would facilitate some business to business meeting,” said Mr Holkar.
The countries identified for promotion of Indian wines, include the US, UK, Germany, Germany, Argentina, Brazil, Chile, South Africa, Japan, Korea and Singapore among others.
Over the years, Indian food has become popular across the world. Especially in the UK, the Chicken Tikka Masala, a popular Indian dish, is found to be most favoured dish and often is called as ‘a true British national dish’. Mr Holkar feels that the popularity of Indian food would help domestic wines to gain popularity across the world, provided they promote and export it overseas.
In the 1980s and 1990s, a revival in the Indian wine industry took place as international influences and the growing middle class increased started increasing demand for the beverage. By the turn of the 21st century, demand was increasing at a rate of 20-30% a year.
The overall consumption of wines in India is about 400,000 cases a year of which 85 percent are table wines and the remaining are the expensive varieties. Out of the 400,000 cases, about 50,000 cases are imported from various sources. According to a report by Associated Chambers of Commerce and Industry of India (Assocham), 8% of the wine demand in India is accounted for by major cities of Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore.
Source : moneylife.in