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Boozes Makers To Cheer Ladies' Nights

Women who drink, long represented as less than worthy by Bollywood movies and still wary of going into most watering holes, are turning out big business in culturally conservative India. Makers of alcoholic drinks, including global No.1 Diageo, are taking notice of this small part of India's $10 billion drinks commercial enterprise that is flourishing more than twice as fast as the overall sector and presents a momentous, if dainty, market possibility.

With more women in the formed workforce, gaining financial freedom and interacting with their male equivalents in social and professional surroundings, the idea of them drinking is slowly gaining blessing.

"As lately as in my mother's period of time it was glowered upon, and it is now absolutely acceptable to have a glass of champagne or white wine," said Rajeev Samant, founder and chief executive of Sula Vineyards, the biggest domestic wine maker.

Two years ago Sula launched Dia, a light, slenderly sparkling wine aimed at female drinkers that appears in a slender bottle with pastel-coloured labeling and has a lesser alcohol quantity. The company is adding more low-alcohol alternatives and anticipates women to account for just about one-third of sales this year.

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