Growing Export Momentum Signals Deeper Bilateral Engagement
Estonia’s exports to India are witnessing a steady and promising rise, reflecting deepening trade engagement and growing confidence among Estonian businesses in the Indian market. This momentum is further reinforced by growing interest from industry bodies and business fraternities, positioning India as a priority growth destination for Estonian companies.
A key milestone in this evolving relationship was the successful visit of an Estonian Food & Beverage (F&B) sector delegation to India in the first week of December, which generated strong commercial leads, high-quality buyer interactions, and valuable insights into India’s fast-growing and increasingly premium-driven consumer market.
Estonia: A Progressive European Hub for Innovation and Quality
Located in Northern Europe, Estonia is widely recognised for its innovation-led economy, digital-first governance, and strong export culture. Despite its compact size, the country has built a reputation for producing high-quality food, beverage, and consumer products that meet stringent European Union standards.
Estonia’s food and beverage sector is rooted in purity, sustainability, and craftsmanship, making its brands well-aligned with global markets that value authenticity and premium quality. India’s expanding middle class and evolving taste preferences have made it a natural next step for Estonian producers looking beyond Europe.
Saku Brewery: Over a Century of Brewing Excellence
Founded in 1820, Saku Brewery is Estonia’s most iconic and historic brewery, with more than 200 years of brewing heritage. The brewery has played a central role in shaping Estonia’s beverage culture and is known for combining traditional brewing craftsmanship with modern technology.
Saku Brewery’s portfolio spans beers, ciders, long drinks, and non-alcoholic beverages, all produced under rigorous quality standards. The brand enjoys strong recognition across the Baltic and Nordic regions and is respected internationally for its consistency, flavour innovation, and premium positioning.
Saku’s entry into India represents a strategic step in expanding its global footprint, bringing European brewing heritage to one of the world’s most dynamic beverage markets.
Institutional Support Powers Market Entry
Saku Brewery’s India journey has been actively supported by KredEx, the Estonian Business and Innovation Agency (EIS), and the Estonian Embassy in India, reflecting Estonia’s structured and collaborative approach to export promotion.
“I would like to extend special thanks to the Estonian Business and Innovation Agency, KredEx, and Ambassador Marje Luup, who place great value on the success of Estonia’s food and beverage industry and actively support the promotion of domestic exports,” said Margus Masing, Export Manager, Saku Brewery.
Strategic Partnership with HS Oberoi Spirits
The partnership between Saku Brewery and HS Oberoi Spirits has progressed steadily since inception. The first container of Saku products arrived in India in July, with subsequent shipments already planned.
Currently available in the Delhi NCR region, the brand is set for wider expansion as HS Oberoi Spirits focuses on building awareness and distribution across key Indian cities.
“India is one of the world’s largest and fastest-growing markets. We are delighted that Indian consumers are appreciating our packaging, distinctive flavours, and high quality,” Masing added.
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HS Oberoi Spirits: Bridging Global Brands with Indian Consumers
According to HS Oberoi Spirits, the active role of the Estonia Trade Office and the strong enthusiasm of Estonian F&B companies were instrumental in bringing Saku Brewery to India.
HS Oberoi Spirits operates as a strategic import and distribution partner, committed to building long-term, value-driven collaborations between global beverage brands and the Indian market.
Hardarshan Singh Oberoi, Founder, HS Oberoi Spirits, said:
“We are delighted to support this growing relationship between India and Estonia. Partnerships like these celebrate craftsmanship, culture, and shared ambition.”
Manveer Singh Oberoi, Founder, HS Oberoi Spirits, added:
“Indian consumers today value authenticity and strong product narratives. Collaborating with Estonia allows us to bring distinctive global experiences to India’s evolving premium beverage landscape.”
The Road Ahead: Strengthening India–Estonia Beverage Collaboration
With strong early traction, both sides are expected to explore joint category-building initiatives, consumer education programs, and broader market expansion in the coming months. These efforts will further strengthen commercial and cultural ties between India and Estonia, positioning the beverage sector as a key pillar of bilateral engagement.
