| Backpacking with a mere rucksack suits the way we like to travel: it is the only way of looking for a spontaneous contact with the local populations, a close relation to other cultures, mentalities and languages. The globe-trotters whom we met were mostly British and also German, Scandinavians and Québécois. We shared the same feeling of curiosity and independence as they did. Such as the European tours of the last centuries, our educational trip followed that tradition of attending a pragmatic school of life and wine. |
| India presented the double advantage, for our study-journey, to be at the same time a young producing and wine consuming country. The city of Nasik gave us the rare opportunity to take part in the International Agricultural Trade Fair, the biggest annual gathering of Indian wine producers. We had the great opportunity to exchange directly with all the operators of the sector. As well as on the internet where blogs were growing in number, a wind of innovation blew in the paths of the fair. Supreme Corq, the main world manufacturer of synthetic corks, already made their first contacts. |
| Maharashtra represented 95% of the national vineyard and 38 wineries among which Sula, one of the leaders who went through an amazing success story. In 1999, their first harvest had allowed them to produce 16 000 bottles. In 2005, the production – from their own vineyard and from smaller growers – had just reached the symbolic number of one million bottles. The challenge was therefore to maintain the quality level while responding to the exponential growth of the domestic market. On the estate, actions were taken to organise tastings and promotions: a VIP welcome was also set up for the members of Mumbay's high society. |
| The tourists but also the young and rich Indian women who considered wine as an alcohol socially more acceptable than the whisky of their husband, were the market targets. In the first country in the world for film making, an actress raising a glass of wine in her hand, participated in promoting wine drinking among female consumers. Also stimulated by a galloping demography and urbanization, revitalized by the emergence of a middle class attracted by western ways of life, sales went up every year by 30% in value. |
| The specific taxes in each of the 25 states and the customs duties starting from 100 to 250% gave to Indian wines an advantageous position with regard to their foreign competitors. Because of these commercial barriers, Californian, Australian and Champagne groups had begun to set up subsidiaries or partnerships with local importers. These exchanges reminded us of the Bordeaux wines branded Retour des Indes, Back from India, at the beginning of the 19th century: the rolling of the boat improved those wines which came back to the banks of the Chartrons, in Bordeaux. |
| Nasik: International Agricultural Trade Fair, Sula, Sigma. |
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india
tea leaves picker in Munnar
ramparts of Jaisalmer
camel driver in Rajasthan
puppets in Anjuna’s market
wine shop in Goa
young bride in Udaipur