India’s domestic wine consumption is likely to go up to 9 million lites per annum by 2010 from the current level of 5 million litres, registering a growth of 25 per cent for the next two year, according to an estimate by industry body Assocham.
“India’s wine market is currently growing at 20 per cent per annum but is likely to grow at 25 per cent in the next 2 years in view of rising consumption not only among youngsters but equally so in aged groups,” Assocham President Sajjan Jindal said in a statement.
Major cities in the country such as New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore accounts for around 80 per cent, the chamber said.
In terms of the overall wine consumption, Western India has taken a lead as it accounts for 41 per cent of the total wines quaffed in India.
Incidentally, a similar survey conducted by Assocham last year had also projected wine consumptions in India to touch 9 million litres per annum by 2010.
When contacted Assocham spokesperson said, “There is some difference in the projections and there has been some changes in rules and regulation governing the sector.”
During the last one year, some state governments have relaxed norms for selling wines through hotels and restaurants while others have hiked excise tax on wines by 0.25 per cent, he added.
This consumption growth in India will definitely draw international wine brands to focus more on this sleeping giant market.
According to Johan Schwartz, a wine marketing consultant, wine brand managers will have to be innovative and dynamic. The campaign successes that Arniston Bay had on the UK market can be used as an example. By effectively understanding the markets and developing specific strategies and products, Arniston Bay has established its brand in numerous international markets.
Source: The Economic Times of India
