Young India raises a toast to wine

NEW DELHI: Even though being considered as an elitist drink by many, more Indians particularly the young are now raising a toast to wine than ever before.

With wine drinking becoming a social norm among various sections of the Indian society, foreign wine makers are now making a beeline to tap the wine market in India. Indian firms who till very recently stayed away from the wine market have made their foray with existing domestic players trying to expand their markets across the country while also launching new wines.

"The consumption of wine is very low in India as compared to the western European countries. It is only now that wine is becoming a part of lifestyle for many. The potential that India offers to the Indian wine industry is just astronomical," says Chairman, ND wines, Ashok Gaikwad.

ND wines, which is a prominent domestic wine manufacturer recently launched their wine in the Delhi market and plans to spread its area of operation across the country.

Gaikwad points out that per capita wine consumption in India is 0.007 litre as compared to some western countries where it can be as high as 60 litre.

Recently, liquor baron Vijay Mallya's UB group made its foray into this segment and plans to launch close to 30 labels by January 2008.