Ray and Chowdhury

Christianity: Christianity has historically had wine as a part of everyday life

and also as substance in holy rites and rituals. Many Christians take a moderate

approach to alcohol consumption and take care to avoid drunkenness as a form of

sin, but delights in wine as a social staple. Some Christian sects have moved to

complete abstinence from alcohol; however, the traditional positive view towards

Wine is most common among Christians worldwide.

Sikhism: The Sikh Code of Conduct states, “A Sikh must not take hemp, opium,

liquor, tobacco, or any intoxicant.” At the time of initiation, a Sikh vows not to use

any intoxicant. Drinking alcohol is forbidden for Sikhs.

Buddhism : The Lord Buddha was against any form of alcohol consumption,

even in moderation, because of the effect it has on the mind. Mindfulness is central

to Buddhist philosophy. This concept requires a constant awareness of changes

occurring in the mind and body. Mindfulness enables the individual to react wisely to

emotions and sensations when they arise. Alcohol distorts the mind and makes it

impossible to practice this tenet.

Jainism: Intoxication is something to be avoided in Jainism because it relinquishes

control over one’s body. Many Jains do not consume alcohol.

Zoroastrianism: Many Zoroastrians drink alcohol. They have no prohibition.

Judaism: Alcohol is only prohibited during the Passover.Alcohol is moderately

consumed by Jews.

Population, Demographics and Consumer Segmentation

Potential Market

There has been much debate about the precise number of potential consumers

in India’s wine market. Major factors that hinder wine consumption are poverty, age

restrictions and specific state alcohol prohibition. About half of the Indian population

meets the minimum drinking age of 25 years; however, that number is greatly

increasing as the Indian population matures. This maturity creates an opportunity

for younger generations to acquire a taste for wine, breaking from a tradition of hard

liquor.

Other Demographics – Income and Education

Income

The Gross Domestic Product (GDP) per Capita for India was 1417.1 current

US $ in 2011-12 which has risen to 1497.5 $ in 2013-14 (Source:- World Bank,

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