Market Expert

"Producers should view India as a long-term investment rather than expecting immediate volume growth," she says.

You've been working in India since 2007. How have Indian wine consumers changed over that time?

When I entered the industry nearly two decades ago, wine in India was still a niche category, largely confined to luxury hotels and affluent consumers who had travelled overseas. Knowledge was limited and qualified wine professionals were few. Today, wine has become aspirational and increasingly a part of urban lifestyles. A younger, globally connected generation is driving growth, while women have emerged as one of the fastest-growing consumer segments. Most importantly, Indian consumers are becoming more knowledgeable. They increasingly seek information about grape varieties, regions, producers and food pairings, rather than simply ordering a red or white wine.

What trends should international producers be watching over the next five years?

Premiumisation will continue, driven less by status and more by authenticity, provenance and memorable experiences. Wine education, curated tastings and private dining events are creating increasingly informed consumers. We’re also seeing greater willingness to explore new regions and styles, provided producers invest in education and market visibility. Digital creators and social media will continue to play an important role in influencing purchasing decisions.

In the wake of the FTA, where do you see the greatest opportunities for New Zealand wine?

The India–New Zealand FTA has the potential to be a game changer. Lower tariffs should improve competitiveness and make premium New Zealand wines more accessible. Combined with the positive momentum created by Prime Minister Narendra Modi’s recent visit to New Zealand, the agreement strengthens confidence in long-term trade between our countries. Beyond Sauvignon Blanc, India presents growing opportunities for Chardonnay, Pinot Noir, Syrah and premium sparkling wines.

What expectations should producers hold in the short to medium term?

The FTA is an important milestone, but not a shortcut to success. India remains a complex market with state-specific regulations and distribution systems. Success requires patience, the right import partner, consistent education and regular market engagement. Producers should view India as a long-term investment rather than expecting immediate volume growth.

How do New Zealand’s wine styles align with current tastes in India?

Our latest India Wine Insider research shows that fruit-forward red wines remain the most popular style, creating strong opportunities for New Zealand Syrah, Pinot Noir and red blends.

At the same time, New Zealand Sauvignon Blanc is already one of the bestestablished imported wine styles in India, with a loyal consumer following. While white wines remain underrepresented compared with reds, this creates significant headroom for growth, particularly for Sauvignon Blanc and Chardonnay. New Zealand’s reputation for purity, freshness and consistency aligns well with evolving Indian preferences.

What are your three most important pieces of advice for producers looking to enter the market?

First, commit to India for the long term. Second, invest in consumer and trade education. Third, work with an experienced consultant who understands the Indian wine market and can connect you with the right importer, one with strong distribution and a real commitment to building your brand.

At the Wine Business Forum you’ll be discussing India as a timely opportunity. What’s the one message you hope attendees take away from your presentation?

India is entering a new chapter. A young consumer base, rising wine awareness and the India–New Zealand FTA have created an unprecedented opportunity.

My message is simple: don’t chase India, cultivate it. Producers who invest patiently, build relationships and educate consumers will help shape one of the world’s most exciting wine markets.

Sonal C Holland MW will present at the NZW 2026 Wine Business Forum on 27 August.