"Strong Partnerships And Sponsorships Have Driven SulaFest’s Year-on-Year Growth"-Rajeev Samant

Rajeev Samant is a trailblazer in India's wine industry, best known for founding Sula Vineyards in 1999 and transforming Nashik into the country’s premier wine region. Born and raised in Mumbai, he pursued his education at Stanford before gaining corporate experience in Silicon .

Driven by a vision to bring world-class winemaking to India, Samant pioneered several industry firsts, including India’s first winery tasting room, vineyard resort, and the iconic SulaFest. His innovative approach has not only put Indian wine on the global map but also revolutionized wine tourism in the country.

In an exclusive interview with Loudest.in, Rajeev Samant delves into SulaFest and the business strategies that drive its success.

Here are edited excerpts:

Q1. Over the years, SulaFest has evolved into one of India's most prominent wine and music festivals. What key business strategies have driven its growth, and how do you see the festival expanding in the future?

SulaFest has cemented itself as India’s premier wine and music festival, and we are proud to see it recognized as Asia’s favourite vineyard music festival. Over the years, we have strategically built this platform by blending world-class music, gourmet cuisine, and exceptional wines—creating an immersive experience like no other. After a five-year hiatus, the festival’s return in 2025 marks a bold revival, bringing together music lovers and wine enthusiasts in an unforgettable setting amidst the vineyards.

This year, we are pushing innovation further with the introduction of wine cocktails and Sula in cans, catering to evolving consumer preferences with a blend of convenience and sophistication. Our curated experiences, including interactive wine tastings led by top sommeliers, elevate the festival’s appeal, allowing attendees to explore Sula’s finest wines while discovering the art of perfect pairings. 

Looking ahead, we envision SulaFest driving the growth of wine culture in India, not just as a festival but as a catalyst for a broader lifestyle movement. As we set new benchmarks for engagement and impact, SulaFest will continue to evolve, reinforcing its status as a trailblazer in India’s wine and experiential tourism landscape.

Q2. How has SulaFest contributed to Sula Vineyards’ overall business success? What role do sponsorships and brand partnerships play in sustaining and growing the festival?

SulaFest has been instrumental in strengthening Sula Vineyards’ position as India’s leading wine brand and reinforcing our reputation as Asia’s favorite vineyard music festival. By creating an immersive and intimate wine and music experience, we have not only engaged wine enthusiasts but also deepened our connection with the local and global community. With over 10,000 attendees, the festival serves as the perfect platform to showcase Sula’s wines and hospitality in a vibrant, experiential setting—one that leaves a lasting impression and fosters brand loyalty.

SulaFest’s growth has been fuelled by strong brand partnerships and sponsorships, which have helped elevate the festival year after year. Citroën, as the Title Sponsor, along with Powered By Sponsors Ugaoo and Leverage Edu, and Associate Sponsors Paul & Mike and Istana Luxury Villa, have played a key role in enhancing the festival’s experience. These collaborations bring additional value, visibility, and unique experiences to our audience while reinforcing the festival’s premium positioning. Moving forward, strategic brand partnerships will continue to be at the heart of SulaFest’s expansion, ensuring it remains a benchmark event in India’s wine, music, and experiential tourism landscape.

Q3. With a mix of wine, music, and luxury experiences, how do you ensure that SulaFest remains an aspirational event for both new and returning audiences?

SulaFest is more than just a festival—it’s an unforgettable journey into the world of wine, music, and culture, making it an aspirational experience for both first-timers and loyal attendees. As Asia’s favorite vineyard music festival, we continuously evolve to ensure that every guest, whether new or returning—discovers something extraordinary each year.

For first-time visitors, SulaFest is an immersive introduction to the magic of vineyards, offering a perfect blend of music, fine wines, and vibrant energy. New attendees can explore interactive wine tastings, enjoy the thrill of grape stomping, and sip on exciting innovations like Sula in Cans and wine cocktails, making wine more accessible and stylish than ever. The debut of The Source Moscato provides yet another opportunity to experience the best of Sula’s latest creations.

For returning guests, the festival continues to surprise and elevate the experience with a stellar artist lineup, featuring India’s most celebrated musicians, including DIVINE, Ritviz x Karan Kanchan, OAFF x Savera, When Chai Met Toast, Dualist Inquiry, Madboy/Mink, Ankur & The Ghalat Family, Parvaaz, Pink Moss, Easy Wanderlings, Hamza x Rajasthani Folkstars, Frizzell D’Souza, Wild Wild Women, and Kaleekarma. Every year, the music is curated to bring fresh sounds, dynamic performances, and unforgettable vibes that keep fans coming back for more.

Beyond the music, SulaFest celebrates India’s evolving cultural landscape, championing homegrown talent and offering luxurious gourmet experiences. Whether it’s indulging in artisanal cheeses and handcrafted dishes, discovering new wines, or dancing under the stars, the festival delivers a multi-sensory adventure that evolves with every edition.

As we move forward, our mission remains the same—to redefine wine culture in India, continuously raise the bar for engagement, and ensure that SulaFest remains a must-attend event that excites, inspires, and delights year after year.

Q4. What are the biggest financial challenges of organizing a large-scale festival like SulaFest, and how do you balance profitability with delivering a premium experience?

Curating the lineup for the 14th edition of SulaFest is both an exciting opportunity and a challenge. The key lies in evolving with audience expectations while preserving the ethos that has defined SulaFest over the years—a perfect blend of music, wine, and culture.

Striking the right balance involves creating a mix of celebrated Indian artists while also providing a platform for emerging talent, giving new voices an opportunity to shine.

The opportunity further extends to enhancing the festival experience with fresh elements like Sula in Cans, wine cocktails, and The Source Moscato, all while staying true to SulaFest's roots. By combining these innovations with the festival’s spirit, we aim to deliver a celebration that feels both new and timeless.

Q5. Have you considered taking the SulaFest brand beyond Nashik, perhaps to international markets or other regions in India? What would be the key factors influencing such an expansion?

India has a huge untapped market that presents immense growth opportunities. While expansion is always an exciting prospect, Nashik is the heart and soul of SulaFest—it is where the journey of Indian wine began, and it continues to be our flagship destination.

Before considering external markets, our focus remains on strengthening and scaling SulaFest and expanding its national appeal. With The Source at Sula and our broader hospitality offerings, including Beyond by Sula, Nashik provides the perfect setting to deliver an unparalleled vineyard experience.

That said, we are always exploring strategic growth opportunities, and any future expansion of the SulaFest brand—whether to other regions or internationally—would be driven by demand, brand synergy, and the ability to maintain the authentic vineyard experience that makes SulaFest unique.