KEY POINTS:
A range of Indian wines is being introduced in Britain to try to conquer curry lovers' taste buds with blends designed to complement fiery food.
Competition between French and New World wines is intensifying but south Asia's winemakers are determined to overcome what they say is a misconception that wines from India are inferior.
Indage, India's biggest wine company, which makes 12 types of wine and champagne, sees its products as a good choice to accompany the stronger flavours in curry, says Eastern Eye newspaper. With curry bringing £3.5 billion ($8.8 billion) to the British economy every year, it could prove shrewd marketing.
Indage wines will reach British restaurants within three months and its established brands, such as Chantilli cabernet sauvignon, will appear on supermarket shelves alongside popular French and Italian labels. Deals with two British distribution and bottling companies are being finalised.
Indage director Santosh Verma said wine experts and chefs had been working together to create a blend that suited curry flavours. The British marketing strategy will target restaurants and bars as well as retailers. Some bottles will cost as little as £2.99 ($7.49).
Some of Indage's brands, such as Tiger Hill, are already on restaurant wine lists.
"People have been enjoying them without knowing their origin," said Verma, adding that it was a myth that subcontinental wine was inferior to its European counterparts.
"India has the perfect soil for grapes. With the Himalayas in the north and Western and Eastern Ghats towards the south, we are taller than any European mountains. Our wines are on a par with any superior-quality wines from any part of the world."
The company has doubled its sales since 2003 and recently won five awards at the International Wine and Spirit Competition. The Indian wine market has grown 52 per cent in the past year.
Wine festivals in the picturesque Western Ghats valley near Mumbai have been organised and increasing numbers of vineyards are being planted.
BEGINNER'S GUIDE
ARKAVATI GRAPES
Indigenous variety, seedless and thin-skinned, this table grape is one of India's most popular. Used in white and sparkling wines and white port.
ARKASHYAM
Indigenous, can be traced back to ancient times. Has experienced a renaissance, providing a base for red wine and port.
BARAMATI
Literally translates as "12 rivers" or "12 combinations", one of the most popular red grapes. Popular and affordable choice for fortified and blended reds.
CABERNET SAUVIGNON
One of the most successful French grapes introduced to Indian soil. The country's cabernet blends are celebrated for their ability to complement the fieriest curries.
CHARDONNAY
Has thrived since its introduction to India and is the country's most popular white grape.
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