Sula Vineyards founder Rajeev Samant has reflected on 26 years of building India’s wine industry, highlighting the company’s growth, wine tourism, changing consumer preferences and opportunities in the domestic market. From leaving a corporate career in Silicon Valley to establishing a winery in Nashik, Samant’s journey has helped shape India’s modern wine industry. Today, Sula operates five wineries, hospitality properties and the popular Sula Fest, while selling approximately one million cases of wine annually.
Samant returned to India 26 years ago after working at Oracle Corporation in Silicon Valley, choosing grape cultivation and winemaking over a conventional corporate career. The decision initially surprised his family and friends, particularly because India’s wine consumption market was still relatively small. The company also faced financial constraints during its early years, with some laboratory work for its first grape harvest being conducted in the garage of a bungalow near the original Nashik winery. That location continues to hold personal significance for Samant as he considers the company’s next phase of growth.
Over the years, Sula has expanded beyond winemaking into wine tourism, hospitality and live entertainment. Its portfolio of destinations includes resorts, an amphitheatre and Sula Fest, which has grown from a small gathering of friends into a two-day event attracting approximately 15,000 attendees. The company’s wine tourism business has also expanded significantly, with accommodation capacity increasing from 10 rooms to around 150 rooms and annual visitor numbers reaching more than 350,000, including Sula Fest attendees.
Despite these achievements, Samant believes India’s overall wine consumption remains a major challenge. He said Sula has established a strong market position but that the broader domestic market remains small compared with international wine markets. Increasing wine consumption among Indian consumers, therefore, remains an important opportunity for the industry.
European Sparkling Wine Market Set for Strong Growth as Premium and Sustainable Wines Gain Popularity
New Zealand Wine Exports Reach $2.108 Billion Despite 15% Smaller HarvestAddressing concerns about younger consumers and changing drinking habits, Samant said India’s consumption patterns differ from those in Western markets. He highlighted the growing importance of women consumers for wine brands and suggested that reduced face-to-face socialising, partly due to increased screen time, could be affecting opportunities for social drinking.
Samant also acknowledged that Sula Vineyards’ stock has faced a difficult period since its 2022 listing. However, he remains optimistic about the company’s future, citing ongoing projects, product development and opportunities to improve execution. He said the business would continue working on new products and projects while focusing on sustainable growth.
Looking ahead, Samant sees growing international interest in the Indian wine market, particularly as global companies seek new growth opportunities and trade agreements potentially reshape import duties. While India remains a major market for brown spirits, he believes the wine sector has considerable room to expand.
After 26 years, Sula’s next chapter will depend on expanding consumer demand, strengthening wine tourism, developing new products and increasing wine’s appeal among Indian consumers. For Samant, the central question remains unchanged: how can the company continue to improve and help build a larger wine market in India?
About the Author
