Behind the Indian Wine Experience

Introduction

Few individuals have shaped the landscape of Indian wine tourism quite like Mr Manoj Jagtap. A self-made visionary and passionate wine enthusiast, he has transformed the way people experience wine — not merely as a beverage, but as a cultural, sensory, and educational journey. Through his pioneering initiative “Wine Friend”, he has introduced thousands to the joy of wine appreciation, vineyard visits, and experiential learning.
In this conversation, Mr Jagtap shares his remarkable journey — from humble beginnings to building a thriving wine tourism movement in India — along with his vision for the future.
Welcome, Mr Manoj. It is truly a pleasure that you travelled all the way from Nashik to Mumbai just to meet me. It is my privilege to speak with someone who has not only created the concept of wine tourism in India, but is now recognised internationally as a respected wine tour operator. Today, in India, if one speaks of wine tourism, one name comes naturally to mind: Mr Manoj Jagtap.
Let us begin not with a wine tour — but with a tour of personal experiences, entrepreneurial spirit, and professional growth.

PART 1

Early Journey & Inspiration

Q: How did your journey into the world of wine begin, and what inspired you to choose wine as a career?
A: My Journey — Manoj Jagtap
I started my journey far from vineyards or wine cellars. I was running a small canteen outside a hospital, learning what it meant to serve people with sincerity. Over time, I moved into selling mineral water — my first step into beverages — and eventually received an opportunity to work with a wine company as a sales executive.
In those days, all wine bottles came with corks. The company offered each customer a corkscrew with their bottle, and that small gesture changed the course of my life. I felt inspired to design my own corkscrew, which led me into manufacturing wine accessories. As I interacted with more consumers, I realised how curious they were about wine — how it was made, why grapes tasted different, and what influenced a wine’s character.
That curiosity inspired me to take people to wineries and show them the process myself. What began as a simple visit gradually evolved into structured wine tourism — long before the term became popular in India. That is how Wine Friend was born.
I have always believed that the best way to learn about wine is through experience. I had no formal education in winemaking, so I learnt by listening to winemakers, engaging with tourists, and answering every question with honesty and enthusiasm. Over the years, the Indian wine consumer has transformed — from asking basic questions to exploring complex topics like fermentation, oak ageing, and grape varietals.
Partnerships have been crucial to my journey. I have built strong relationships with hotels, wineries, travel associations, and now I am training my son — an electronics engineer — to join me and bring fresh ideas that appeal to younger travellers. Together, we even represented India at a trade fair in Hong Kong, where we received overwhelming interest from international visitors.
India’s wine regions are expanding beyond Nashik. Solapur, Bengaluru, and even the North-East are developing unique wine and fruit-wine experiences. The potential is massive, and I am proud to contribute to this evolving landscape.
Large Indian wineries are increasingly embracing sustainability, and I believe the future of wine tourism lies with the younger generation — curious, mobile, and eager for new experiences. Foreign tourists are often surprised to discover Indian wines, but once they taste them, they carry bottles home as gifts. That says everything about the untapped potential of our industry.
My journey has been shaped by curiosity, passion, and the simple desire to share what I love. I began with a canteen, moved to corkscrews, and today, I proudly stand as part of India’s wine tourism story. The journey continues — and so does the passion.

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