Indian merchant to launch in UK shops

An Indian wine merchant is set to release its wines, produced in the country’s  Nashik Valley, in UK supermarkets.

gallery2Soul Tree was founded by two Indian entrepreneurs in 2009 with the aim of marketing wines from India’s Nashik Valley, the country’s biggest wine district, to the UK and France, and is the only Indian wine company to be headquartered in the UK.

It wines have so far only been available at select Indian restaurants, bars and boutique hotels in Britain.

However according to a report by The Times of India, the company is poised to release its range of wines into UK supermarkets later this year.

Speaking to the Indian newspaper Alok Mathur, co-founder, said: “Early research showed that all but a very tiny number of British consumers had never heard of Indian wines, let alone tried them.

“This is now changing rapidly but in the early days marketing Indian wines has simply been about availability and awareness – less strategy, more hard work, grit and determination.”

Mathur met fellow co-founder Melvin D’Souza while both were studying for their MBA at University of Oxford’s Said Business School, later embarking on a mission to bring the wines from Maharashtra to the international market.

Mathur said: “We spotted a niche during a dinner out that was just begging to be plugged.

“Everyone was drinking Indian beers with their Indian meals, but there was not a single Indian wine in sight.

“What got us into this from those initial thoughts was a love to achieve something that had not truly been done before, an ambition to establish a new global consumer brand, and a desire to see a new Indian industry make it big across the world”.

The company now has distribution links in the UK, France and are currently in talks with Canadian markets.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Awards Wine Checker

Decanter
Paddock Wood, Kent, GB

Customer Service Advisor

Amathus Drinks
Park Royal, London, UK

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

Commercial Analyst

ATOM Group
Tunbridge Wells, UK

Customer Service Executive

Marussia Beverages
Marylebone, London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more