Fratelli eyes global scale as diaspora, fine dining drive early traction

Gaurav Sekhri, Managing Director, Fratelli Vineyards

Fratelli Vineyards is stepping up its global push after adding five new export markets this financial year — including Australia, Mauritius, and the Maldives — even as the winemaker bets on India’s evolving culinary culture and strong demand in key urban centres such as Mumbai, Delhi, and West Bengal to anchor domestic growth.

In Q2FY26, overseas sales accounted for around 3 per cent of revenue. The company has expanded its export footprint from over 10 countries in 2024 to more than 15 markets currently.

“The adoption of Indian wines abroad is still slow. We see traction primarily from the Indian diaspora and high-end Indian restaurants. However, with Indian cuisine having its moment globally and many fine-dining restaurants opening overseas, there is a growing interest in featuring Indian wines on their menus. International consumers are also keen to try them, which gives us some natural traction and helps build awareness. Once customers experience the product, there is potential, over time, to expand into larger retail formats. That said, adoption remains gradual because we are competing with 25–30 established wine-producing countries. India will need to work towards securing retail shelf space, as that is where the main volumes lie,” Gaurav Sekhri, Managing Director, Fratelli Vineyards, said.

Domestically, certain regions remain affected by localised disruptions. Delhi, a key market for the company, has been particularly challenging. The consumer experience in government-run retail outlets is considered suboptimal — a significant constraint for wine, which is an experience-led category dependent on browsing and tactile engagement. Telangana has also witnessed delays after a change in government. These developments have weighed on the broader alcohol industry, with wine seeing more impact.

Founded in 2007, Fratelli Vineyards has built a diversified portfolio across bottles, cans and ready-to-drink formats, with more than 40 SKUs spanning red, white, rosé, and sparkling wines. The company commands an estimated 30–35 per cent market share, positioning it as the second-largest domestic player, and currently sells around half a million cases annually.

Going lux

Fratelli is also expanding its wine tourism ambitions with plans to develop a boutique luxury vineyard property at its 300-acre Akluj estate in Maharashtra’s Solapur district. Construction is expected to begin this year, with completion targeted by 2029. The upcoming project is expected to feature around 40 rooms.

The winemaker also released the new vintage of SETTE, unveiled through an exclusive collaboration with celebrated designer Manish Malhotra. SETTE has long been regarded as one of Fratelli’s most iconic wines. This vintage pays tribute to the inaugural SETTE of 2009.

Sekhri added, “At Fratelli Vineyards, SETTE has always embodied the pinnacle of what we strive to achieve. The 15th anniversary of SETTE marks a defining milestone, a testament to years of patience, mastery, and unwavering belief in Indian terroir. Collaborating with Manish Malhotra for this edition was a natural choice; his design language, rooted in heritage yet boldly modern, perfectly reflects the journey of SETTE. This limited edition celebrates time, craftsmanship, and a shared vision of contemporary Indian luxury.”

Manish Malhotra, Founder & Creative Director, added, “Collaborating with Fratelli Vineyards for this milestone edition of SETTE was a true celebration of craftsmanship. Winemaking and couture share a common language — patience, attention to detail, and a dedication to creating something timeless. This limited edition allowed us to translate that philosophy into a design that is both rooted in heritage and unmistakably contemporary.”

Fratelli has an installed production capacity of approximately 5.3 million litres across its two wineries in Maharashtra and Karnataka, supported by over 400 acres of active vineyards. The brand has a pan-India presence with availability across more than 30,000 retail touchpoints.

Published on February 12, 2026