The second most populated country in the world, India, are predicted  to become one of the giants in the intentional wine markets. With more than 1 billion people this market is attracting attention from all the mayor wine producing counties.

South Africa is a relatively small player in the international wine market and is only the ninth biggest producer of wine. But the South Africa is making inroads into the Indian market according to Wines of  South Africa (WOSA).

WOSA,  the body promoting the export of South African  wine, says the main potential market is India’s growing middle class with about 1.5-million Indians taking to wine drinking.

Andre Morgenthal, spokesman for Wines of South Africa, said about 700000 litres of locally produced wine was exported to India last year. This represents a 44% growth on 2007 figures. Morgenthal said about 20 local companies exported between 30 to 40 wine labels to India.

Morgenthal said despite the healthy growth, South African wine was not as well represented in India compared to other international markets.

Mark Lester, the business development manager of the company of wine people^TM added that this market has a lot of challenges.

Lester said: “Realistically the South African wine category has a great deal of work to do in this market, despite the positive statistics presented in recent years relating to growth of wine or the sheer potential size of this untapped market. The South African category is miniscule compared to the more established wine producing nations such as France or Italy, whom have truly made in-roads into this market by supporting their generic marketing bodies in a big way, not only to promote their wine category, but also to introduce wine appreciation to a consumer who is predominantly new to the fruit of the vine.”

Lester added that further market barriers such as the ever changing customs duty on wine, especially in noticeable wine consuming states, further poses a challenge to those wishing to import their wines. In essence therefore, one must not ignore the potential of this market, however one must also not underestimate what is required to succeed here. Shared common threads such as our historical colonial past, our cultural links to the sub-continent and relationships forged by co-hosting a tournament such as the IPL, should however give us the inside lane to what incredible India has to offer.

Source: thetimes.co.za