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Soul Tree looks to take Indian wine into mainstream

Published:  17 July, 2013

The director of an Indian wine company is hoping to put his wines on the map and widen the credibility of Indian wine.

Alok Mathur, cofounder and director of Soul Tree Wines said he plans to use the Soul Tree brand to drive credibility and get Indian wines into the mainstream, though he admits it may take several years.
He said: "It's hard grind. The quality is there and we're now able to compete with mainstream wines. We are seeding the product and increasing awareness over time."
Mathur, pictured, left, with co-founder Melvin D'Souza, said the wines are now available in 400 outlets, most of which are Indian restaurants. He hopes to increase this to 1500 Indian restaurants and plus many other outlets in the next two years.
"The wine is a natural partner for Indian food and we must capitalise on this but it's important not to pigeonhole the brand."
The wines sell from £15-£25 in London ontrade outlets and Mathur said: "We don't want to be the cheapest house wine but we want to be within striking distance so consumers are more likely to experiment."
The Soul Tree range includes a Sauvignon Blanc, Cabernet Sauvignon and a White Zinfandel rose. Mathur said there are no immediate plans to introduce native varietals.