253 trade contacts in two days: the first official Swiss wine appearance in India

tepa.swiss opens the Indian market to Swiss companies under TEPA, the new trade agreement between Switzerland (EFTA) and India, in force since 1 October 2025, which reduces import duties step by step over several years. Swiss wine is the first cluster and is exemplary: one of the smallest wine productions in the world — under 0.2% of global output — already exports only around 1%, and virtually nothing to India so far. The cluster kicked off with a dedicated Swiss pavilion at ProWine Mumbai 2025 in the Jio  World Convention Centre, with 10 wineries and 54 wines, more than 60% of them from indigenous Swiss grape varieties.

ProWine Mumbai 2025 counted 213 exhibitors from 21 countries and 5'485 trade visitors — big enough to disappear in. At the same time, the Swiss appearance had to serve three levels at once without one overshadowing the others: the diplomatic protocol around politics and the consulate, commercial wine marketing for an audience barely familiar with Swiss grape varieties, and media work that turns a trade fair stand into a story people talk about.

Peak treated these three levels as one coherent experience rather than three separate programmes. We took on marketing advisory as well as networking and protocol with politics and diplomacy — from the official VIP tasting with the Swiss Consulate General on the eve of the fair to hosting partner organisations such as the Swiss Indian Chamber of Commerce at the stand. We also brought the Indian agency Zoo Media into the interdisciplinary project team as content partner, produced photo, video and interviews on site and managed PR towards stakeholders and trade media — in India, Switzerland and internationally.