Can Japanese sake make it big in India?

Sake exports to India have risen by over 900% in the last decade, so what is the Japanese rice wine’s recipe for success among Indian consumers? Eloise Feilden finds out. “The adaptive nature of the well-travelled Indian is a reason that sake is a top shelf ask at the moment,” says Keshav Prakash, whose event The Vault Festival (17-18 Feb 2024) offered 12 sakes to taste among the many wines and spirits at the festival in a dedicated section named ‘Sake Stories’. The founder says there is an “exoticism and charm association with all things Japan”, be it food, drinks or culture, among Indian consumers, driving the popularity of products associated with the country. “There exists an affinity towards Japanese culture,” he says, driving a “growing discernment and acceptance among evolved Indian consumers into the realm of sake.” Rising interest in sake among Indian consumers has been spurred on by the proliferation of Japanese restaurants especially in the bustling metros like Delhi, ...