Wines from Chateau Indage are now being sold in the Big Bazaar in Mumbai at their Phoenix Mills Parel location. Although the Maharashtra State Government has decided in principle to allow sale of Indian wines in stores other than the wine and liquor shops, the official permission has been granted only to Indage for this store only.

Located in a small 2m*2m corner the Indage Wine Cellar is stocking over a dozen different types of wines selling for Rs. 30 for a small bottle to Rs. 700 for their popular sparkling wine Marquise de Pompadour (MDP). Commissioned only 5 weeks ago the daily sales have reached a level of Rs. 15000 to Rs. 20000 after an initial slow start.

The office goers in the neighbourhood are very happy as it gives them to pick up wine as gifts after office. Women will also benefit as they can add wine to their shopping list without going to the liquor shops. An added benefit is that the storage of wines sold in the air-conditioned environment is a lot better than the wine shops, even in Mumbai.

Indage who is already marketing their wines in Bangalore in collaboration with Metro is very excited about this small beginning in Mumbai. More such licenses are expected very soon.

Let us hope the backward and conservative government of Delhi is watching the developments in more progressive state like Mumbai and Karnataka and will also wake up to the reality sooner than later.

Subhash Arora