By: Amrita Singh
France still represents the benchmark for provenance, heritage, terroir and quality, particularly among wine professionals, collectors and more experienced consumers. At the same time, we observe a growing curiosity among a new generation of Indian wine drinkers who want to understand French wine rather than simply regard it as something reserved for experts.
My experience through CELLAR 33 has shown us that Indian consumers are increasingly interested in the people, stories and philosophies behind the wines. This is particularly evident with Champagne Grower Producers, Bordeaux and Burgundy where the identity of the producer and the expression of terroir can be as important as the prestige of the appellation. The strong and longstanding bilateral relationship between France and India also provides an important foundation for this growing interest. Beyond wine, there is already a strong affinity between the two countries in areas such as gastronomy, luxury, culture and hospitality. Wine naturally fits within this broader relationship.
French wine, Indian roots
France remains at the heart of the luxury wine category in India. Champagne, Burgundy, Bordeaux, Rhône, Loire and other French regions carry enormous recognition and credibility.
However, the Indian luxury wine market is becoming much more diverse. Consumers are discovering producers from Italy, Spain, Germany, Australia and other regions, and they are becoming more knowledgeable about styles, regions and producers.
For France, I see this not as a threat but as an opportunity. The consumer is moving from simply asking, “Is this a French wine?” to asking, “What makes this particular wine special?” This creates space for smaller producers and more distinctive French expressions.
The broader EU–India Free Trade Agreement (FTA) could also be an important catalyst. Improved market access and greater predictability in the trading relationship have the potential to support the long-term development of European wine in India. For French producers in particular, this could reinforce an already strong commercial and cultural relationship between France and India.
India is one of the most exciting emerging wine markets because the consumer base is developing rapidly while the culture of wine is still relatively young. This combination creates an enormous opportunity to build long-term relationships with consumers rather than simply compete for an already established market.
For international spirits agencies such as CELLAR 33, India has become particularly important. ProWine Mumbai 2026 will be our sixth wine fair in India. This year, we will have a significantly larger presence, with a 90 sqm space representing more than 60 producers from over 10 countries. France will continue to be one of our most important focuses. We launched 15 Champagne Grower Producers in India during 2025 and 2026 through two leading importers and these wines are already being poured at leading hospitality groups in the country. That progression tells us something important: India is moving from being a market of potential to becoming a market where serious producers can establish a meaningful presence.
The EU–India FTA adds another strategic dimension. As the European Union and India deepen their economic relationship, I believe there is an opportunity to create an even more favourable environment for premium European products, including wine and Champagne. Combined with the strong bilateral ties between France and India, this makes the market particularly compelling for French producers looking at a long-term international strategy.
Beyond Traditional Perceptions
Younger consumers in particular are discovering wine through restaurants, hotels, sommeliers, wine events and social experiences. They are much more willing to experiment and ask questions.
This is where education and professional training become critical, and associations such as the Sommeliers Association of India (SAI) has an important role to play. Sommeliers Association of India (SAI) is a permanent member of the Association de la Sommellerie Internationale (ASI). Having a strong professional sommelier ecosystem is essential if India is to move from simply consuming more wine to understanding wine at a deeper level.
Education does not necessarily have to mean a formal masterclass or technical tasting. It can happen through a conversation at a restaurant: explaining why a particular Champagne comes from a grower-producer, what makes a vineyard different, or why two wines from the same region can taste completely different.
For a price-conscious audience
Price is an important consideration in India because imported wine carries significant duties, taxes and distribution costs. But I would not say that price is the only or even necessarily the biggest challenge.
Accessibility, availability and consumer and trade education are equally important. If a consumer discovers a wine they love but cannot find it again, it becomes difficult to build a market around that producer.
This is why organisations such as Sommeliers Association of India (SAI) are important to the long-term development of the market. A stronger sommelier community creates knowledgeable ambassadors who can educate consumers, communicate the differences between regions and producers, and ultimately help people make more informed choices.
This is also why we believe strongly in working with producers for the long term. Bringing a portfolio into India is only the first step. The real objective is to create visibility, develop distribution, work with sommeliers and hospitality groups, support education and training, and ensure that consumers have opportunities to discover the wines repeatedly.
Educating the customer
India’s leading hotels and restaurants are effectively classrooms for wine consumers, because they provide an environment where people can discover wines through the guidance of trained sommeliers.
For emerging French producers, this is particularly valuable. A consumer may not walk into a retail store specifically looking for an unfamiliar Champagne Grower Producer, but they may discover that producer at a leading restaurant and then become curious about the wine.
We have already seen this with the Champagne producers we launched in India in 2025 and 2026. The fact that they are now being poured at top hospitality groups demonstrates how important this channel is in building credibility and consumer awareness.
Younger consumers are not necessarily beginning with a deep knowledge of appellations, vintages or classifications. They may begin with an experience: a dinner, a tasting, a celebration or a recommendation from a sommelier.
Once they have enjoyed the wine, they become interested in the story behind it. That is when provenance, terroir, producer identity and heritage become powerful.
I don’t think France needs to make its wines less sophisticated. We need to make the pathway to discovering that sophistication easier and more engaging.
Wine is not simply a beverage in the luxury category; it is also a story of place, people and time. French wine has an extraordinary advantage because these stories are deeply embedded in its culture and history.
We represent independent producers, and when consumers understand who is behind the bottle, how the vineyards are farmed and why the producer makes wine in a particular way, the wine becomes much more memorable.
The story creates an emotional connection that goes beyond the label.
Investing in provenance
There is certainly an emerging appetite for collectible and investment-grade wines, particularly among India’s high-net-worth consumers and established collectors. But I would say the market is still developing.
The more significant opportunity today is perhaps the development of a broader culture of collecting and appreciation. Consumers are learning that wine can have provenance, scarcity and ageing potential, but they are also interested in drinking and experiencing the wines.
I believe India will gradually develop a sophisticated collector segment, but it will happen alongside the growth of a much larger group of consumers who simply want to discover exceptional wines.
Opportunities ahead
I identify three major opportunities in wine. First comes education and professional training. France has an extraordinary depth of wine regions, producers and styles. There is an opportunity to introduce Indian consumers to this diversity in a much more accessible way. The development of the sommelier profession will be fundamental to this, and SAI has an important role to play in strengthening wine education and professional standards across India.
Second, premium hospitality and experiences. India’s luxury hotel and restaurant sector is growing rapidly, and sommeliers will play a major role in connecting consumers with distinctive French producers. Building strong relationships with this ecosystem will be essential.
Third, trade and bilateral relations. The combination of India’s growing wine market, France’s strong bilateral relationship with India and the potential benefits of the EU–India FTA creates a very positive long-term framework. Reduced barriers and stronger commercial ties could make it easier for French producers to develop sustained market presence in India.
From CELLAR 33’s perspective, our commitment to India reflects this opportunity. We have continued to return to the market every year because we see the Indian wine community becoming increasingly sophisticated. This combination of producers, importers, sommeliers, educators and hospitality professionals is exactly what is needed to build a sustainable wine culture in India.
France has the heritage, diversity and extraordinary depth of wine culture; India has the curiosity, demographic strength and growth potential. The strong relationship between the two countries, together with the evolving EU–India economic partnership, creates an important opportunity to bring these two strengths together.
Ultimately, I believe the next five years will be less about simply selling more French wine in India and more about building knowledge, creating experiences and developing the next generation of Indian wine consumers and professionals. That is where I see the greatest long-term opportunity.
Amrita Singh is Co-Founder & President CELLAR 33 and Co-Founder & President Sommeliers Association of India (SAI)
Dining and Cooking