What Ails the Indian Wine Retail Sector​

After India gained independence, alcohol consumption was stigmatized due to religious and social pressures, making it a taboo for the general population. This cultural aversion was compounded by a lack of understanding about alcoholic beverages, particularly wines. Since alcohol regulation became a state subject, state excise departments implemented draconian laws that categorized wines under the same framework as spirits, completely disregarding the fundamental differences between the two. Wines, despite their lower alcohol content and unique cultural significance, were sold and marketed in the same manner as high-alcohol spirits, leading to widespread misconceptions. This narrative painted wine as just another intoxicant, fostering its perception as socially unacceptable and preventing it from being recognized as a beverage of sophistication and moderation.