The Enigma Of The Indian Wine Consumer

Sonal Holland shares her findings in “India Wine Insider”, a seminal study she undertook as part of her Master of Wine research paper

The Indian wine trade has for long relied upon ‘gut feel’ for making marketing decisions in India,” confesses Kapil Grover, founder and chairman at Grover Zampa Vineyards, as I welcomed him at the launch of my new research project “India Wine Insider”, the first-ever comprehensive survey on the urban Indian wine consumer which was released earlier this year at the Four Seasons Hotel in Mumbai among eminent members of the trade and media.

It felt re-assuring to receive praise from an industry stalwart and a pioneer of the Indian wine industry. “India Wine Insider is a wonderful initiative that has been long overdue and will help us in understanding our endcustomers better,” he said.

The importance of consumer research in wine cannot be over-emphasised. As an industry that is characterised by diversity, fragmentation and complexity, the need to understand wine consumer behaviour is paramount. Global wine conglomerates regularly commission and rely upon findings from market-specific consumer studies to design local strategies for the markets in which they operate.

However, very little comprehensive or authoritative information is available about the Indian wine consumer. And yet, with rapid urbanization, rising disposable incomes, and changing lifestyles, India’s growing consumer population presents immense opportunities. Between 2010 and 2015, the Indian wine industry recorded a double-digit compounded annual growth rate of 14%; just as leading Indian wine brands gained recognition and awards on the international stage.