29 Australian wine and beauty brands just made over 200 business connections in India. Murray Spence, Austrade Trade Commissioner, reveals why consistency beats one-off pitches.
What’s Happening: Australian wine and beauty companies are gaining serious traction in India. At ProWine Mumbai and Cosmoprof India in 2025, 12 wine producers and 17 beauty brands showcased Australian offerings to over 20,000 trade visitors.
Why This Matters: India’s consumer markets are expanding fast and favoring international brands. India’s wine segment is forecast to grow over 15% year-on-year, driven by a rising middle class with growing purchasing power. For Australian exporters, this represents a genuine gateway to sustained revenue growth, but only if they understand what Indian buyers actually want and stay committed to the market long-term.
India’s beauty and wine markets are no longer emerging opportunities. They’re actively booming, and Australian companies are positioning themselves to capture genuine share.
Late last year, Austrade led delegations to ProWine Mumbai and Cosmoprof India, the country’s flagship trade shows for wine and beauty respectively. The scale was substantial: over 6,000 trade visitors attended ProWine, while Cosmoprof India drew more than 14,000 visitors and 345 exhibitors representing over 700 brands.
For Australian exporters, the numbers matter. The wine segment in India is forecast to grow at over 15% year-on-year, driven by an expanding middle class with rising purchasing power and increasing familiarity with international wines. India’s beauty market, already the world’s fourth-largest, was valued at approximately US$33.1 billion in 2025 and continues to accelerate.
At ProWine Mumbai, the Australia pavilion hosted 12 producers representing 20 premium wine and beverage brands. The delegation reflected Australia’s geographic and stylistic diversity, with participants from McLaren Vale, Barossa Valley, Yarra Valley, Clare and Hunter Valleys, the Murray-Darling Basin, and the Australian Pyrenees.
Austrade facilitated more than 100 targeted business introductions at ProWine, alongside curated tastings, importer sessions, and wine masterclasses. At Cosmoprof India, the scale was even larger: 17 beauty, personal care and wellness brands represented by 13 Australian businesses secured over 100 business introductions across a 4-day mission.
What Indian buyers actually want
Three clear patterns emerged from both shows, and they reveal exactly what’s driving purchasing decisions in India right now.
Premium and authentic storytelling. At ProWine, trade and buyers showed increasing focus on quality-led portfolios, with particular interest in origin and brand stories. This reinforces Australia’s strength in the premium segment. Similarly, at Cosmoprof India, buyers showed strong interest in founder-led brands—particularly women-led and small businesses with authentic narratives that add credibility and differentiation.
Science and sustainability. Indian importers and retailers are demanding clinically backed products with clear evidence of efficacy and transparency. For beauty, there’s a strong preference for responsible sourcing, minimal chemical use, and conscious formulations. Wine buyers, too, increasingly value sustainability and organic credentials, with certifications and responsible environmental practices becoming important decision factors.
Expanding categories. Beyond traditional wine, strong interest emerged in spirits and no- and low-alcohol beverages, reflecting India’s spirits-led consumption patterns. In beauty, Indian retailers are actively seeking innovation and clean beauty solutions backed by strong trust in brand Australia.
Before the ProWine show, the delegation undertook a 2-day market immersion program. This included a workshop on India’s regulatory environment, pricing structures, and consumer behaviour, followed by visits to multi-brand retail, hospitality, and on-premise distribution channels. That preparation directly shaped how Australian producers engaged during the event itself.
Consistency builds trust
This was Austrade’s third consecutive year at ProWine and second year at Cosmoprof. That continuity isn’t accidental, it’s strategic.
“India rewards consistency. Being present year after year allows us to build trust, support Australian exporters through real market understanding, and align Australia’s strengths with India’s evolving consumer demand,” says Murray Spence, Trade and Investment Commissioner, Austrade South Asia.
Producers themselves recognise this reality. Many Australian wine companies returned to ProWine again because they understand success in India depends on sustained presence, ongoing engagement, and relationship-led market development.
In a market as large and diverse as India, national trade shows serve as crucial pivot points. They attract decision-makers from across regions and cities, bringing together importers, distributors, retailers, educators, and brand owners in a single location. For Australian businesses, these platforms provide scale and reach, enabling sustained engagement, renewal of existing relationships, facilitation of new partnerships, and opportunity to reinforce and amplify brand Australia across India’s fragmented yet fast-growing markets.
Austrade doubled its pavilion presence in 2025 to support growing interest in Australian beauty, a clear signal the agency recognises the momentum building behind Australian brands in India’s wellness and personal care sectors.
By combining market intelligence, exporter capability-building, and coordinated national branding, Austrade is positioning Australian wine and beauty brands for enduring growth in India. For Australian exporters ready to commit to the market, the opportunity window is open. The question isn’t whether India matters. It’s whether your business is ready to show up consistently.
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