CRACKING THE INDIAN MARKET – PROWINE MUMBAI 2025

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INDIA’S TRADE MOMENTUM: FTAs & GLOBAL ACCESS

India is actively strengthening its global trade footprint through strategic Free Trade Agreements (FTAs) and economic partnerships—creating favorable conditions for global wine, spirits, and non-alcoholic brands.
  • India–Australia (ECTA): In force since December 2022. Tariffs on premium wines are being phased out, with 90% of Australian exports to India to be tari-free by 2026.
  • India–USA: India cut import duty on American bourbon whisky from 150% to 50%, significantly improving market access for US spirits.
  • India–UK: As part of the FTA, tariffs on gin and whisky will be halved to 75%, with further reductions scheduled.
  • India–EFTA (TEPA): Signed with Iceland, Norway, Liechtenstein, and Switzerland, includes a commitment to gradual tariff reductions, supporting access for Swiss-origin alcoholic products.
  • India–EU: Ongoing negotiations under the Broad-based Trade and Investment Agreement (BTIA) aim to reduce trade barriers for European wines and spirits, among other sectors.
These agreements are reshaping India’s import ecosystem—lowering duties, easing compliance, and opening doors for global brands to enter competitively and scale meaningfully.

WHY INDIA IS WORTH THE BET

India’s beverage market is transforming—fueled by rising incomes, urbanization, and evolving consumer tastes across categories.
  • Wine: Small but rapidly expanding—valued at about $195 million in 2023, with an impressive 17.01% CAGR forecast for 2024–2032.
  • Spirits: The dominant segment—over $60 billion in 2023, growing around 7% CAGR; whisky alone contributes 50%+ of this market.
  • Beer: Represents about 45% of alcohol volume, with the market valued at roughly $13.5 billion in 2023 and growing through premium and cra formats.
  • Low/No-Alcohol & Functional Drinks: A fast-growing space—$14.95 billion in 2024, projected to reach $22.8 billion by 2030 (7.36% CAGR), driven by health-conscious millennials and alternative drinking culture.
From indulgence to wellness, India’s experience-seeking, digitally savvy consumer base is fueling demand for premium, global, and category-dening products.

NAVIGATING A COMPLEX BUT REWARDING MARKET

India’s beverage industry oers high potential—but it’s layered with regulatory complexity – Fragmented state-level regulations, Tiered distribution and bonded warehousing, Prohibitions on alcohol advertising and Consumer preferences that vary regionally. Brands that succeed don’t just enter—they commit. And commitment pays o through market intelligence, strategic partnerships, and consistency.

Common Challenges Brands Face – And How They’re Solved

Brand Pain Point / Challenge

Strategic Solution

Alcohol advertising restrictions

Brand storytelling through masterclasses,
panels, and competitions

Cumbersome and complicated logistics

Label registration waived o via special
excise license + door-to-door logistics
support

Importer bottlenecks

Pre-qualied matchmaking and
networking tools

High logistics cost

Centralized access to stakeholders at one
venue, reducing repeated travel and
outreach

Fear of poor turnout / unqualified footfall

Entry by approval only; high-intent,
curated buyer base

Lack of consumer education

Interactive formats like guided tastings,
competitions, and expert-led sessions

Lack of product feedback

Independent, merit-based blind tasting via
ProWine & ProSpirits Challenge

Zero-category confusion / lack of platform

Dedicated zero/low alcobev showcase
with custom engagement formats

No brand recall or lasting impact

Layered visibility through panels, awards,
competitions, and thought leadership

No immediate ROI

Multi-year support approach to build
trust, recall, and business over time

WHY THIS SHOULD BE PART OF YOUR ANNUAL STRATEGY

India demands more than a one-time entry. To test, scale, or grow—you need consistency. Participating brands benet from:
  • Visibility: Be seen among top names in wine, spirits, and new-age drinks
  • Credibility: Thought leadership via masterclasses, panels & awards
  • Access: Importers, distributors, sommeliers, bartenders, retailers & F&B heads, Trade agencies and government delegations—all in one place
Easing Market Entry Through Seamless Logistics – To support international participation, the event simplies one of the biggest entry hurdles—regulatory logistics:
  • Excise Licensing Advantage: The show obtains a special license from Maharashtra’s excise department, enabling participation of brands without prior label registration in the state.
  • Door-to-Door Logistics: A dedicated team provides end-to-end coordination, including customs clearance, warehousing, and on-ground delivery. Though logistics costs may seem high, the value lies in a stress-free, compliant, and streamlined process that avoids India’s usual bureaucratic roadblocks.

MULTI-LAYERED RETURN ON INVESTMENT -
DELIVERABLES BEYOND THE BOOTH

Brand Storytelling – Educate and emotionally connect through masterclasses and guided tastings for serious consumers, enthusiasts, media, buyers, and hospitality teams.

Blind Tasting Recognition – Participating in ProWine & ProSpirits Challenge offers third-party endorsement in the form of a credible, merit-based rating list from India’s top sommeliers and beverage professionals.

(Open to brands licensed and registered in Maharashtra)

Inuencer Advocacy – Bartenders’ Competition puts your product in the hands of India’s top mixologists—building loyalty and visibility where it matters most: the point of consumption .

(Exclusive to competition partners / sponsors)

Thought Leadership – Panel discussions offer direct access to industry learnings—from pricing strategies and regulation to growth hacks for India. Engage with your target audience directly and position yourself as an influential voice within the industry.

(Open to partners / sponsors of this feature)

Honouring Excellence – Celebrate those driving change in the beverage industry. Recognition at a national level builds brand trust and creates noise that’s otherwise hard to generate in a highly regulated market. Awardees are independently shortlisted by the ProWine Mumbai Organizers and Jury—no nominations or applications required.

B2B Networking Night – An exclusive, invite-only evening with key stakeholders from across the industry. You don’t need to chase meetings—we bring them to you. One evening. One venue. Infinite conversations.

Pre-Show Matchmaking – Book pre-scheduled meetings with decision-makers before the show. Maximize your time on-ground and see tangible ROI without the cost of multiple trips and unplanned visits.

WHY NOW—AND WHY CONSISTENTLY?

The Indian market is growing, but so is the competition. To win hearts, shelf space, and mind space, you need to be present where decisions are made. And you need to stay top of mind. You can’t build market share in India with one show or one importer. It takes:
  • Multi-year engagement
  • Visibility across multiple channels
  • Real connections
  • Storytelling that adapts to the market
The brands that show up and stay are the ones that scale. India rewards brands that commit—not those that test the waters once. Whether you’re launching, expanding, or repositioning, the Indian market demands more than presence—it demands persistence. This isn’t just an exhibition—it’s a strategic investment in your brand’s growth, reputation, and access to one of the world’s most promising beverage markets.

What Next?

1. Start with a Booth – Build visibility and open doors.
2. Activate Your Brand – Participate in masterclasses and competitions.
3. Return Each Year – Deepen relationships, measure results, and grow.
4. Let Us Help You – Our team will work with you to build a plan that suits your objectives and
budget.
5. Final Thought – If you’re serious about India, we’re serious about helping you succeed.
Let ProWine Mumbai be your trusted partner for market entry, expansion, and visibility—with
measurable impact, strategic exposure, and powerful storytelling built in.