IBS MUMBAI

TOPOGRAPHY OF THE INDIAN WINE MAKING INDUSTRY: A GLOCAL PERSPECTIVE
A MANAGEMENT RESEARCH PROJECT REPORT

SHYAM RAJ

2011

IBS MUMBAI, OPP. HIRANANDANI HOSPIT AL, POWAI, MUMBAI- 400076

A Report On

TOPOGRAPHY OF INDIAN WINE INDUSTRY A GLOCAL PERSPECTIVE

SHYAM RAJ Enrollment No. 09BS0002294

A report submitted in partial fulfillment of The requirements Of MBA Program Of the ICFAI University, Dehradun (Date of Submission: 4th February, 2011)

Submitted to: Dr. Samta Jain (Faculty Guide) IBS – Mumbai

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ACKNOWLEDGEMENT

Milestones achieved in the journey of life are never achieved alone, and this is no exception. As I have completed my Management Research Project, it gives me immense pleasure to present this report on ―Topography of The Indian Wine Making Industry, A Glocal Perspective‖ undertaken by me at IBS Mumbai. The conducive learning environment and competitive culture has enabled my task to be an easier one. I express my gratitude to Mr. Prof. Y. K. Bhushan, our Senior Campus Advisor, for giving me the opportunity to work on this report; then I thank Prof. Meenakshi Dhariwal, our Dean (officiating). I would like to thank my Faculty Guide Dr. Samta Jain for her support and professional approach in guiding me through the careful details of the project. She has been a true source of inspiration and has always extended her support. She not only helped me on the topic but also helped me to understand the research applicability to practical life. I would also like to express my gratitude to my Parents, friends and colleagues who have been support in my effort to explore this area of study. All the above mentioned people have left a mark on this project and I will always remain indebted to them.

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Approximately 0. New York. the European Union. all have combined together to create wine awareness in India. a revival in the Indian wine industry took place as international influences and the growing middle class increased started increasing demand for the beverage.1 million liter of wine is exporting to France. India has recently received its first order for wine exports to the US and Indian wines were also being served in restaurants . Changing life styles. That being said. the Constitution of India declared that one of the government's aims was the total prohibition of alcohol. The market trends indicate year on year growth of approximately 20per cent for imported wines over the next few years and the future is surely bright. The Agricultural and Processed Food Products Export Development Authority (APEDA) are working out the strategy and the campaign will be finalized soon. Several states went dry and the government encouraged vineyards to convert to table grape and raisin production. more and more women employment Increase in per capita income. apart from the fact that good quality wines are now available in the market. There is more and more awareness about wine as a product in Indian market. frequent travels abroad. ―The promotion campaign will target the US. international research on health benefits of wines. Following the country's independence from the British Empire. demand was increasing at a rate of 20-30% a year The Indian government is planning to showcase ―Wines of India‖ across the globe.both Indian and Western. Italy. South Africa and Southeast Asia in a major way. the sources added. Stating that the promotion strategy would include analyzing the internal support mechanisms including easing tariff barriers for the liquor. U.K. USA. By the turn of the 21st century. Winemaking has existed throughout most of India's history but was particularly encouraged during the time of the Portuguese and British colonization of the subcontinent. Germany. and Singapore from Maharashtra state. In the 1980s and 1990s.EXECUTIVE SUMMARY Indian wine has a long history dating back to the time of the Indus Valley civilization when grapevines were believed to have been introduced from Persia. Imported wines already constitute approx 20per cent of the total wines in India. the current slowdown for the Topography Of The Indian Wine Industry Page 4 .

The emergence of modern food retail chains will make wine available for a new and fast expanding consumer base. As distribution and brand building are key. The Indian wine industry is currently on an upswing. Rapid urbanization and growth in the retail is expected to sustain the domestic demand for wine. especially if they intend to import wines that are not global brand names. This. Diageo. during which the latent demand for wine was initiated. as well several national and international beverage majors such as United Breweries. the wine industry is in an expansion phase with more and more companies entering. Production and consumption are expected to increase by 25% to 30% over the next 4 to 5 years. Investments are increasing fast.industry will most likely hit new importers. the industry enjoys protection from the state as currently it fares low in cost competitiveness when compared with the global benchmarks. provision of infrastructure facilities such as wine parks and wine institutes provided the necessary fillip to the industry for the establishment of wineries. The industry is therefore expected to evolve further with intensifying competition. leveraging their distribution network and brand-building skills. Constructive policy measures in terms of excise duty exemption. in particular when they establish specialized sales forces for Wine. coupled with growing domestic demand. and the beer company Cobra. As a result the industry is currently on the verge of a new phase of its lifecycle after the emerging phase. Seagram‘s. and more investments in wineries and bottling facilities as well as in the distribution network. If increasing domestic demand supports such investments this Topography Of The Indian Wine Industry Page 5 . these entrants are certainly worth keeping an eye on. Though dominated by few players at present. therefore orientates the industry highly towards the domestic market and much less towards exports. Being in the early stages of market growth. in promotions and advertising. The wine industry is largely driven by favorable consumer trends induced by high growth in disposable incomes. These entries include small grape growers and specialized wineries. as selling wine is quite different than selling beer or spirits.

Indian wine companies are expected to adopt various business models in the current scenario. Companies therefore need to focus on the quality segment of the wine offering to be able to compete and sell their wines. It is important to note that Indian wine companies can currently not compete on costs. pressure on prices and the related need to be able to offer scale advantages. leaving the emerging phase. Focus on the segment of cheap wines is not an option and may ultimately impact demand when quality is not good enough. This will bring about new requirements and challenges. This in turn will ultimately result in consolidation. and cannot continue to rely on government protection. such as increased competition.will ultimately result in the expansion phase in the lifecycle of the industry. Topography Of The Indian Wine Industry Page 6 .

.............................. 19 Viticulture & Wine –................ 17 Wine Regions – .............................................. 10 HOW IS WINE MADE? ........................................................................................................................................................................................ 26 Red Wine ....................................... 23 Major Wine markets of the World............................................................................................................................................................................................... 46 SURVEY STRATEGY ................... 45 SAMPLING PLAN .................................................................................................. 36 LIST OF TERMS USED ......................................................................................................................................................................................................... 30 Fortified wines .............................................................................................................................................................................................................................................................................................................................................................................................. 38 REVIEW OF RELEVANT LITERATURE ............................................................................................................................................................................ 39 OBJECTIVE AND RESEARCH METHODOLOGY .................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 34 Champagne and Sparkling Wines ........................................................................................................................................................................................................................ 26 White Wines – ................. 46 SAMPLING TECHNIQUE ............................................................................................................... 43 NEED OF THE STUDY ........................................................................................................................................................................................................ 25 Types of wine.......................................................... 47 Topography Of The Indian Wine Industry Page 7 .................................................................................................................................................................................................... 46 DATA ANALYSIS ..................................................................................................................................................................................................................... 19 INDIAN WINE MARKET ........................................................................................................................................... 44 DATA COLLECTION:..................................................... 20 MARKETING AND ADVERTISING ............................................................................................ 44 RESEARCH PROCESS ................................................................................................................................................................................................................................. 10 HISTORY OF WINE IN INDIA ............................................................................................................................................................................................................................................................................ 43 OBJECTIVE OF STUDY ....................................................... 21 PRESENT SCENARIO OF WINE INDUSTRY IN INDIA ...................................... 20 SWOT Analysis ......... 44 LIMITATIONS OF THE STUDY ................................................................................................................ 43 RESEARCH METHODOLOGY ... 9 HISTORY OF WINE .........................Contents INTRODUCTION...............................................................................................................................................................................................................................................................................................

.......... Epub 2005 Jan 15.......................................................... March 24........ANALYSIS AND INTERPRETATION ........................ 66     Indian Wine Industry Forecast to 2012................... national sample of young adults ... Copyright © 2010......................... by: Noreen | last updated: April 08................................................................................................................... Publish Date: Nov........................................ 2009.................................................................................78(3):339-44....................................................... 67 A Profile of the Wine Industry in India ........ 2005 Jun 1.......................................................................................................... RNCOS........ 48 CONCLUSION ........................................... Wine preference and related health determinants in a U.........................................S....................... 2009 ............................................................................................ 67 Non-Alcoholic Wines: Another Way to Enjoy Wine ........ 2002-2010 .............................................................................................................................................................. 68 Topography Of The Indian Wine Industry Page 8 ..... 2010 by douglasgreen ....... 66  Drug Alcohol Depend..................... 65 APPENDIX .......................................... 67 Best of Indian Wines: Top 10 Indian Red Wines............................ 66  Wine preference may reveal aspects of your personality......................................... 67 QUESTIONNAIRE ....... 65 Recommendations and Suggestions ........................................

Few more units have come up after that.INTRODUCTION Wine is an alcoholic beverage made by fermentation of grapes or grape juice. This is attributed to earlier period of prohibition in the country and higher compared to spirits like whisky and brandy manufactured in the country. acids. The natural chemical balance of grapes is such that they can ferment without the addition of sugars. It is the most popular beverage. Rising incomes of Indian population.g. The wine manufacturing units are located in Nasik district of Maharashtra state as the climate there is found to be most suitable for grapes used for wine making. referred to as Indian made liquors. Compared to other countries. apple wine. Different varieties of grapes and strains of yeasts are used depending on the type of wine being produced. Wine manufacture on organized scale commenced in India with the setting up of Champagne Indage‘s plant in 1984 in the state of Maharashtra. But now a day‘s other different type of flavor are also available in market for e. The alcohol content in wine varies from 10 to 14 %. with a prefix or suffix. Wine is produced by fermenting crushed grapes using various types of yeast. Yeast consumes the sugars found in the grapes and converts them into alcohol. associated with happiness. plum wine cherry wine etc. Topography Of The Indian Wine Industry Page 9 . French wines are most popular. These beverages are also referred to as wines. E. Wine like beverages can also be made from other fruits and grains. This scenario is promising to new manufacturing units. The Indian wine industry has been steadily growing over the last ten years. The general classification of wines refers to red wines (made from grapes without removing the skins). wine manufacture and consumption in India is Insignificant. white wines (made from grape juice) and sparkling wines(carbonated white wine). Apple wine. Many varieties of wines are made throughout the world. strawberry wine. Wine is gradually becoming a part of urban Indian life style. enzymes or other nutrients. The market for wine is expected to grow at the rate of 20% per annum. changing demography and exposure to new culture is adding to the higher consumption. Global market for wine is estimated at 25 billion liters. celebrations and festivities.g.

Monks in France made wine for years. Wine was forbidden during the Islami Golden Age. Literary references to wine are abundant in Homer (9th century BC.HISTORY OF WINE Archaeological evidence suggests that the earliest known production of wine. took place in sites in Georgia and Iran. until Jābir ibn Hayyān and other Muslim chemists pioneered its distillation for cosmetic and medical uses. from as early as 6000 BC. The oldest known evidence of wine production in Europe is dated to 4500 BC and comes from archaeological sites in Greece. six of 36 wine amphoras were found in the tomb of King Tutankhamen bearing the name "Kha'y". These locations are all within the natural area of the European grapevine Vitis vinifera. There is an old English recipe which survived in various forms until the nineteenth century for refining white wine using Bastard—bad or tainted bastardo wine. storing it underground in caves to age. made by fermenting grapes. and others. but possibly composed even earlier). dating from the second and first millennia BC. In medieval Europe. The same sites also contain the world‘s earliest evidence of crushed grapes. a royal chief vintner. Five of these amphora were designated as from the King's personal estate with the sixth listed as from the estate of the royal house of Aten Traces of wine have also been found in central Asian Xinjiang. HOW IS WINE MADE? GROWING GRAPES Topography Of The Indian Wine Industry Page 10 . Aikman (7th century BC). In Ancient Egypt. the Roman Catholic Church was a staunch supporter of wine since it was necessary for the celebration of Mass.

It is considered optimal because it has the right balance of sugar and acid to create a good fermented wine without the addition of sugar or water.Grapes grow on vines. Think of raisins. Simplistically. INITIAL PROCESSING OF THE GRAPE JUICE Grapes can (and might still) be crushed by stomping on them with your feet in a big vat. (You might ask. HARVEST Weather is a major factor is determining whether a year is going to be a "good vintage" (or "year"). This also affects the taste (and the aging possibilities) of the wine. removes the stems). why not just add some sugar in the wine making process? Some do. But a more practical way is to use a machine which does the job (and at the same time. What is left is the sugary fruit. you will probably end up getting a wine too low in alcohol content (there won't have been enough sugar to convert to alcohol). Not good." If you delay harvest. and the brix will go down.") Every year the wine grape grower plays a game of chance and must decide when to harvest. If it rains just at the point the wine grapes are ready. you would just test the brix until it was just right. the additional water will cause the water level to increase. and before the grapes can be harvested. if you knew it wasn't going to rain. As the fruit dries. but the best wine grape is the European Vitis vinifera. There are many different types of grapes. the short-term effects of weather are quite important. then harvest. there may be too much sugar. For example. was there enough heat during the growing season to lead to enough sugar? At harvest time. If you harvest too soon. Also considered "not good. the water evaporates. the fruit should have a high (but not overly high) sugar content ("brix"). which leads to too low acid content. Topography Of The Indian Wine Industry Page 11 . These wines will be "thin. To produce great wine.

Pressing will then occur. leaving behind the rest of the grapes. You can also separate solids from juice through the use of a centrifuge." a large cylindrical container that contains bags that are inflated and deflated several times. One way to press the grapes is to use a "bladder press. (See Aging Wines. each time gently squeezing the grapes until all the juice has run free. Topography Of The Indian Wine Industry Page 12 .) The skins also determine the color of the wine (see WHAT IS WINE). Skin and seeds might immediately be removed from the juice.What you get may or may not get immediately separated. since skins and stems are an important source of "tannins" which affect wine's taste and maturity through aging. Separation may not immediately occur (especially for red wines). Maceration (the time spent while skins and seeds are left with the juice) will go on for a few hours or a few weeks.

By putting grape juice into a container at the right temperature.TURNING GRAPE JUICE INTO ALCOHOL Grape juice is turned into alcohol by the process of "fermentation." Grapes on the vine are covered with yeast.OPERATIONS IN A WINERY FERMENTATION . yeast (SACCHROMYCES ELLIPSOIDUES) will turn the sugar in the juice into Topography Of The Indian Wine Industry Page 13 . mold and bacteria.

Topography Of The Indian Wine Industry Page 14 .alcohol and carbon dioxide. acetic bacteria on the grapes can cause the wine to turn to vinegar). this is accomplished by pumping juice from the bottom of the vat over the top of the cap. usually at least twice a day. it causes grape juice ("must") to get hot. The most common wine yeast is Saccharomyces. But if there's too much heat." sulfur dioxide. A less modern. The winemaker has many different yeast strains to choose from (and can use different strains at different times during the process for better control fermentation )." also known as the Brettanomyces strain of yeast (which can be added or come from wild yeast fermentation).). Other things on the outside of a grape are not good for wine (for example. Yeast also gives flavor to the wine. The grape juice will have fermented. The skins and pulp which remain in a red wine vat will rise to and float on top of the juice. "Barrel fermentation" is usually done at a lower temperature in temperature controlled rooms and takes longer. molds and bacteria. the yeast won't work. most commonly by using the "universal disinfectant. perhaps around 6 weeks. Fermentation is carried out in stainless steel vessels. As yeast works. The longer fermentation and use of wood contributes to the flavor (and usually expense) of the wine. so the winemaker will push this "cap" back down into the juice. The winemaker can eliminate unwanted yeast's. and purposely create wines that are subject to the vagaries (and different flavors) of the yeast that pre-exist on the grapes ("wild yeast fermentation"). This causes problems (if it dries out. In large vats. Cooling coils are necessary to maintain a C. but still wide widely used way to ferment wine is to place it in small oak barrels. This is a good point to stop and mention "Brett. it's a perfect breeding ground for injurious bacteria). Unfortunately. But the yeast that is on the grape skin when it is harvested may not have the desired flavor. (See ALLERGIC REACTIONS TO WINE. Some winemakers prefer NOT to do this. the sulfites which remain in the wine may cause a lot of discomfort to some wine drinkers.

known as "lees and various other substances. MALO-LACTIC FERMENTATION The winemaker may choose to allow a white wine to undergo a second fermentation which occurs due to malic acid in the grape juice. No air is allowed to enter the barrels during this period.Eventually the yeast is no longer changing sugar to alcohol (though different strains of yeast. to give it a more complex flavors. However. This involves the wine to stand still until most yeast cells and fine suspended material settle out. can take over and contribute their own flavor to the wine-as well as converting a bit more sugar to alcohol). Flavor can come from wood (or more correctly from the chemicals that make up the wood and are taken up into the wine). After all this is completed what you have left is the wine. A "buttery" flavor in some whites is due to this process. first racking is carried out. When malic acid is allowed to break down into carbon dioxide and lactic acid (thanks to bacteria in the wine)." which imparts additional flavor to the wine. which can survive in higher and higher levels of alcohol. So the winemaker will probably "blend" wine from different barrels. you could empty the barrels into bottles and sell your wine. Ignoring any additional processing that might be used. The wine may be barrel aged for several months to several years. to Topography Of The Indian Wine Industry Page 15 . in some wines. during the winery aging. WINERY AGEING The winery may then keep the wine so that there can be additional clarification and. FIRST RACKING After fermentation completed naturally or stopped by addition of distilled spirit. "dead" yeast cells. it is known as "malo-lactic fermentation. The wine is then filtered without disturbing the sediment or the yeast. This process is used for sparkling wines. the smaller containers may develop differences.

achieve a uniform result. such as mercaptan. Stabilization with respect to tartarates may involve chilling of wine that can crystallize tartarates and these crystals can be removed by filtration. which are undesirable. BOTTLING WINE Producers often use different shaped bottles to denote different types of wine. (Light assists in oxidation and breakdown of the wine into chemicals. the winemaker may blend together different grape varieties to achieve desired characteristics. These tartarates present in the grape juice tend to crystallize in wine and if not removed completely can slowly reappear as glass like crystals in final bottles on storage. STABILIZATION. PASTEURIZATION If the wine has an alcohol content less than 14% it may be heat pasteurized or cold pasteurized through micro porous filters just before bottling. Also. FILTRATION Stabilization is carried out to remove traces of tartaric acid. Topography Of The Indian Wine Industry Page 16 . Colored bottles help to reduce damage by light.

In India on the contrary remarkable success has been achieved in table grape production and yield levels of fresh grapes are among the highest in the world. It was the early European travellers to the courts of the Mughal emperors Akbar. Jehangir and Shah Jehan in the sixteenth and seventeenth centuries A. the Constitution of India declared that one of the government's aims was the total prohibition of alcohol.HISTORY OF WINE IN INDIA Indian wine has a long history dating back to the time of the Indus Valley civilization when grapevines were believed to have been introduced from Persia. Winemaking has existed throughout most of India's history but was particularly encouraged during the time of the Portuguese and British colonization of the subcontinent.6 million tonnes ( FAO. At present in India grape is grown over an area of 60. Due to limited domestic consumption of wine and non availability of standard wine varieties to produce good quality wines of international standards. However. grapevine (Vitis vinifera L. much emphasis was not given for research during previous decades in India. Both red (Kandhari) and white wines (Bhokri. a revival in the Indian wine industry took place as international influences and the growing middle class increased started increasing demand for the beverage. Commercial wine grape production. Although exact figures are not available regarding the Topography Of The Indian Wine Industry Page 17 .000 years.000 ha with an annual production of 1. Wine has been made in India for as many as 5.D. Sahebi etc. Following the country's independence from the British Empire.) is grown mostly for wine making in the world over. Under British influence in the nineteenth century. Fakdi. Indian vineyards were totally destroyed by unknown reasons in the 1890s.) were produced. vineyards were established in Kashmir and at Baramati in Maharashtra and a number of Indian wines were exhibited and favorably received by visitors to the Great Calcutta Exhibition of 1884. demand was increasing at a rate of 20-30% a year Historically. In the 1980s and 1990s. who reported tasting wines from the royal vineyards. Several states went dry and the government encouraged vineyards to convert to table grape and raisin production. By the turn of the 21st century. 2005). however in India has begun only since 1980‘s.

current area and production of wine grapes in India it is estimated around 1000 hectares in Maharashtra and about 200 hectares near Bangalore in Karnataka. Among these vineyards 70 per cent are yielding another 30 per cent are in establishment stage. In Maharashtra, wine grapes are grown in 3 regions, such as Pune-Narayangaon, Nashik and Sangli-Solapur areas. It is expected when all these vineyards start yielding in about 2-3 years, around 15,000 tons of wine grapes will be ready for crushing each year yielding on an average of 90 lakh liters of wine annually. There is a steep annual growth rate of about 20% in the present turnover of around Rs. 200 crores. Demand for imported wine is increasing day by day in India. About 38 private wineries have come up in the country 36 exist in Maharashtra and one each in Karnataka and Goa. The total investment on wineries of Maharashtra was Rs. 77.75 crores in 2004 and rose to Rs. 109.17 crores in 2005. These private wineries were initially established under joint set-up with European

collaborations, preparing wine from standard varieties. The most popular red varieties in cultivation are Shiraz, Cabernet Sauvignon, Pinot Noir and Merlot and for Rosae still wines, Zinfandel is used. The most popular white wine grapes are Chenin Blanc, Sauvignon Blanc, Ugni Blanc, Viognier, Chardonnay and Riesling. To meet the domestic demand and for exporting wines from India, good quality wines comparable to standard wines of Europe and USA has to be produced. To give impetus to the grape processing and wine industry in Maharashtra and for the benefit of farmers, the state announced a comprehensive ‗Wine Policy‘ in 2001 and recently in September, 2005 it has established ‗Maharashtra Grape Board‘ especially to develop marketing channels for grape products in our country.

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Wine Regions –

Vineyards in India range from the more temperate climate of the northwestern state of Punjab down to the southern state of Tamil Nadu. Some of India's larger wine producing areas are located in Maharashtra, Karnataka near Bangalore and Andhra Pradesh near Hyderabad. Within the Maharashtra region, vineyards are found on the Deccan Plateau and around Baramati, Nashik, Pune, Sangli and Sholapur. The high heat and humidity of the far eastern half of the country limits viticulture activity.

Viticulture & Wine –
The heat and humidity of India's wine region dictates many of the viticulture choices that are made in the vineyards. Vines are often trained on bamboo and wire in a pergola to increase canopy cover and to get the grapes off the ground where they would be more prone to fungal diseases. The canopy protects the grapes against sunburn and rows are spaced wide to help with aeration between the vines. Irrigation is essential in many of India's wine regions and since the 1980s, drip irrigation has been widely used. The tropical conditions often promote high yields which requires frequent pruning throughout the year. Harvest normally takes place in September and is usually done by hand. In the very warm wine regions of Tamil Nadu, Karnataka and Andhra Pradesh, grapevines can produce a crop twice a year. India is home to several indigenous table grape varieties that can also be used in wine production with Anabeshahi, Arkavati and Arkashyam being the most common. Popular nonnative grapes include the Bangalore Blue (Isabella) and Gulabi (Black Muscat). The Turkish grape Sultana is the most widely planted grape in India, cover more than half of the 148,000 acres (60,000 ha) planted in the country. In addition to the imported French varieties that Chateau Indage planted, Sauvignonblanc, Zinfandel, Chenin

blanc and Clairette have started to establish a presence in the Indian wine industry.

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INDIAN WINE MARKET
The Indian Wine Industry is growing at 25-30% per annum and currently stands at 4.6 million liters in volume terms and Rs 450 crore in value terms. The wine market is expected to grow to 8.3 million liters by 2010. Per capita consumption of wine remains extremely low in India; however, there is growing consumer interest in wine with a number of wine clubs opening in Delhi, Chandigarh, Hyderabad and Bangalore.

Nearly 80 per cent of wine sales are accounted for by the major cities, especially New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41 per cent of total volume sales of wine in India, followed by North India, which accounts for 29 per cent of volume sales. Nearly 90 per cent of wine sales are for still (that is, red and white) wines. Sparkling and rose wines, in contrast, target select segments of particularly affluent consumers. The main market is for wines selling at Rs.300 per bottle. Even though cheaper verities are available, the market is not growing as fast as medium priced wines.

SWOT Analysis
Strengths Indian wine consumption has grown 25-30% annually over a 5 year period. Good climate for grape growing Urban population is increasing. Youth are craving an alternative to hard liquors and developing a more refined taste. Wine is becoming more acceptable to women and youth.
Topography Of The Indian Wine Industry Page 20

Weaknesses

Wine is difficult to store in India due to lack of cellars and refrigeration. Less than 50 percent of the population is legally old enough to drink (25 yrs. old). 400 million persons are 18 years old or younger. Poor awareness of wine and infrastructure.

Vinitaly India in Delhi. old) in the next 5 years.com and Sommelier India. Growing tourism industry. Many expos and shows take place throughout India and are generally posted on Indianwine. Supermarkets are support wine infrastructure. Many companies participate in ―surrogate‖ advertising by which they present an advertisement that only mentions the name of the company without any direct allusion to their alcoholic beverage. and Annapoorna India in Mumbai have become important vehicles for wine companies to do market surveys and have wine tasted by potential customers. Domestic market with increasing disposable income. emerging to distribution Threats The Indian constitution alcohol consumption. Expos: Wine Expos and wine shows like IFE-India. discourages Wine viewed as a “sin” by some. so other means have been devised to present alcoholic beverages to the public. Magazines: Magazines are also prohibited from advertising alcohol except for the Sommelier India magazine which is dedicated to the wine trade in India.Opportunities 100 million persons will be legally allowed to drink alcohol (25 yrs. The magazine is written by Indian and international writers. and contains articles and information about the wine culture in India as well as wine profiles that critique different wines. Domestic wine production is coddled by state governments. MARKETING AND ADVERTISING Television: Television advertisements for alcoholic products are illegal in India. Topography Of The Indian Wine Industry Page 21 . Indians still prefer whisky. Advertising for alcoholic beverages is banned.

selecting and. Clubs: Wine clubs serve a crucial purpose in making. and they also provide a selling outlet for the producer. These institutions make the entire process approachable and easy for the consumer. By making wine less intimidating. purchasing wines for their members. many companies engage in surrogate advertising. In Delhi. Topography Of The Indian Wine Industry Page 22 .On Site: On-site promotion can often be allowed although it is far less common. it is prohibited to promote/advertise alcohol products. among other tasks. in which they advertise their brand names without referencing alcohol (a common example is for a company to say ―Johnny Walker‖ but have no mention or picture of the whiskey. wine clubs involve people who would otherwise be discouraged by it. therefore.

production and marketing of wines in the country. The company has a good collection of European wine varieties.PRESENT SCENARIO OF WINE INDUSTRY IN INDIA This paper reviews the nascent Indian wine industry in terms of the area. 62. Certain promotional strategies.07 L per capita. In Nashik region ‗Chenin Blanc‘ is quite predominantly grown but emphasis should be given to red wine Topography Of The Indian Wine Industry Page 23 .000 wine cases are imported mainly by ITDC. Sansula. Some of their wines are exported to many European and Asian countries. Grover Vineyards and Sula Vineyards for indigenous production of quality wines in the country are highlighted.000 wine cases are sold every year.35. Maharashtra is leading among the states with 36 wineries and 5. CI at Narayangaon is a pioneer of French style wines in India.000 cases of sparkling wines. Delhi (23%). There is growing awareness about the wine as a product in the domestic market. 72. Apart from this. At present 7. brandy and rum sold in the country. This is in contrast to the much higher figures of other drinks such as whisky. Bangalore (9%) and Goa (9%). such as easing of tariff barriers for the wines. developing awareness on health benefits of wine and to supply good quality wines in reasonable prices in the domestic market are emphasized. produces exquisite qualities in both still and sparkling wines. These and other factors contributed to India‘s low wine consumption which is hardly 0.000 every year. Sula vineyards at Nashik has new welcome additions to India‘s smarter wine list.2 million liters annually. Brindco. Eighty percent of wine consumption in the country is confined in major cities such as Mumbai (39%). which includes 46. Other constraints are the lack of promotional activities for wine consumption in the country and unfavorable rules for domestic marketing of wines except in few states. Champagne Indage (CI). The company has the capacity of producing over 3 million bottles annually. Poor storage and transport facilities in spite of tropical climate are the main problems of wine marketing in the country. This company has 200 hectares of vineyards under wine grapes of 35 varieties. Approximately 38 wineries are presently operating in the country with a total production of 6. E & J Gallo and other private companies. The Grovers Vineyards located in southern Karnataka state also exports wines worth $ 4. Contributions made by major wineries such as.4 million liter production.

varieties. Sangli is another region but here farmers are advised to choose appropriate varieties depending upon soil and microclimate. Viticulture and wine making aspects influencing the quality of wines have been emphasized on. TSS. financial institutions and government agencies dealing with the production. Wine grape cultivation practices are given in detail along with the prominent European varieties which are commercially grown in the country. Topography Of The Indian Wine Industry Page 24 . The performance in terms of fruit yield. juice yield. The discussions highlighted in this paper will be of immense value to the grape growers. Grape growing is a highly capital intensive project. policy makers. wineries. concerted efforts are required by the Financial agencies to reduce the rate of interest to 6-7% from the present 10-13%. acidity and pH measurements of major wine varieties are presented.

3 3. that export 230 million liters annually worth more than 1 billion dollars and UK is its major market worth $489 million.0 ― ― ― ― ― 770million liters 750 ― 690 ― 675 ― 611 ― Australia China Gallo (MNC) Portugal In case of Australia.2 1.6 billion liters Italy Spain US Argentina Germany South Africa 5. the following are among the top countries and MNC‘s have their major share in the world wine market. Topography Of The Indian Wine Industry Page 25 .5 2. France 5.Major Wine markets of the World Out of world‘s total annual production of 32 billion liters‘.4 1.

This is different from white wine where the skins are removed before the wine making process begins.Types of wine Red Wine - Red wine is made from grapes that are usually red or purple in color. The color of the wine comes from leaving these dark colored skins in with the juice during the wine making process. Topography Of The Indian Wine Industry Page 26 .

Red wine is the most popular and preferred form of wine world over. was always exactly the same. medium bodied and full bodied. wine makers began to experiment with the wine making process. Tannin gives it the ability to age longer than white wine. In the 1940s. Until recently the process to make red wine. wine makers use a variety of different wine making techniques leading to the unique combination of taste. when only one variety is mentioned on the bottle. instead it gives you an idea of its overall depth and structure. Syrah / Shiraz (Pronounced as See-Rah / Shear-Oz) Syrah wine. Read on to know the different types of red wine. But not many people know about the different types of red wine. fruity black-currant one. is produced widely in places like Rhone Valley (France). The taste usually is a rich. aroma and flavor in each wine you try. no matter what grape was used. Depending on the location and fermentation of the grapes. complex wine or a simple wine. California and Australia. it is used to produce a spicy. Such wines are named after the grape and the first letter would be a capital letter. it is called a ‗varietal wine‘. The Syrah is one of the most common grape varieties. Today. The wines are classified according to the grapes they are produced from and the area they are prepared in. It also allows the wine to continue to improve during the aging process. The Syrah is known for its rich aroma and dark color.Wine has been around for thousands of years. also known as Shiraz. You may have noticed the wine is categorized as having one of three body types: light bodied. Shiraz wine is usually used to produce some of the finest wine varieties in the world with dark color and rich aroma and flavor. The body type does not refer to how the wine tastes. Merlot (Pronounced as Mehr-Low) Topography Of The Indian Wine Industry Page 27 . It is also different from white wine because of the tannin from the grape skins.

Pinot Noir grapes are among the oldest varieties of wine grapes that are grown. Oregon. They grow in tight bunches and the fruits have much depth of flavor. it may rot quickly. and New Zealand. Romania. Washington State. The skin is usually quite thin and if not picked in time.The Merlot is preferred by people these days due to the fact that it has a very soft and light taste. Cabernet Sauvignon grapes are most widely planted grapes world over. The Zinfandel grapes are red skinned and have a very luscious texture. California. the Pinot Noir is known as the noblest variety of red wine grape. Chile and Australia. They are black colored grapes and Topography Of The Indian Wine Industry Page 28 . flavor. It is grown in abundance in Italy. It is used to produce the red as well as white wines. Often. Sangiovese (Pronounced as San-jo-vay-zay) Sangiovese wine is produced in Tuscany (Italy) and California. This wine is supposed to have health properties and when taken in moderation. Pinot Noir (Pronounced as Pee-noh Nwah) A rare variety. The grapes need ample sunshine and well-drained soils to grow. It has a strong plum and berry taste and is one of the most important grape that is planted. it so happens that the parent grape may produce a fruit that may be totally different in size. Zinfandel (Pronounced as Zin-fan-Dell) This is one of the most versatile wines and is grown only in California. The typical flavor of this wine resembles with the taste of black cherry and herbs. accepted world-wide. color and even aroma. Cabernet Sauvignon is said to be one of the best varieties of wine. is supposed to have health benefits like preventing cardiovascular diseases. This rare grape is not very easy to grow and is produced in select places like Loire valley. A cool consistent climate is preferred to grow Merlot wine grapes. California. The Merlot grapes can be used independently to make Merlot wine and can also be blended with other grapes to produce some really fine wines. It is fermented in oak barrels to give it a unique taste. Cabernet Sauvignon (Pronounced as Cah-burr-Nay Sow-vee-Nyoh) One of the best varieties of wine.

It has a silky texture. even though they take time to ripen.are widely grown in Italy. it is not as popular. The Sangiovese grapes produce wines that have medium to high natural acidity. Barbera (Pronounced as Bar-bear-ah) Though it has similar attributes as the Merlot. These grapes usually give a high yield. juicy plum fruit taste and just the right amount of acidity. The grape that is used to produce Barbera wine is a juicy black one that grows in long tight bunches. This is a versatile wine and is produced on a large scale in California. Topography Of The Indian Wine Industry Page 29 .

White Wines – Topography Of The Indian Wine Industry Page 30 .

New Zealand. first and most obviously. South Africa. Italy. to fuller bodied with deeper colors. the pulpy part of a white grape is the same color as that of a red grape. France. Under that skin. Oregon Rhone. France Alsace. France. listed alphabetically: Grapes Albariño Gewurztraminer Sémillon Where they grow best Spain Alsace. France. France. California. color. occasionally from the use of wood. California Loire. California Chardonnay Viognier Other white grapes to notice. The skin dictates the end color for red wine. and lighter colored. Germany Bordeaux. Washington State. Australia. Australia Topography Of The Indian Wine Industry Page 31 . France. Oregon. which differs from the white's color determinates. France. Alsace. New Zealand. They are listed from lighter bodied. The list is not set in stone – winemaker's decisions and climate may affect the end result of a white wine's body and color – we just give you the guidelines. California. often from the type of grape.com. South America. Australia. France. France.White wine differs from red wine in. Color in white wine does vary. South Africa Loire. California Burgundy. South Africa Germany. Listed below are a few of the most common white varieties in the world wine market and of wine. Grapes/Region Champagne Pinot Grigio/Pinot Gris Sauvignon Blanc Chenin Blanc Riesling Where primarily grown Champagne.

vanilla and several spices as well.White Wine Types The taste and texture of the white wine differs according to the different types of grapes that are used to prepare the white wine and also several other variables like the weather. There is the "ABC. oak. Gewürztraminer is a sweet wine that has floral fragrance. soil. European Pinot Grigio is acidic than the American Pinot Gris. PinotGrigio Pinot Grigio is known as Pinot Gris in the US. Chardonnay white wine is medium to highly acidic with the hint of nuts. the best types of wine they produce. Gewürztraminer has light acidity and crispy bold flavor. Chardonnay is also referred as the queen of white wines. Gewürztraminer Gewürztraminer is the famous white wine that is largely produced in Germany and France (Alsace). Gewürztraminer is a type of German wine. This type of white wine is produced in the cooler parts of the world. yeast and the aging manner of the wine. White wine or any of the different types of wine differ according to the outside conditioning that the grapes go through along with the process of wine making. Sauvignon blanc is very popular amongst the middle class white wine admirers as it is the most cost effective wine amongst all other types Topography Of The Indian Wine Industry Page 32 . SauvignonBlanc Sauvignon blanc is also known as 'fumé blanc'. Chardonnay can be said as the best wine to accompany a great food. Chardonnay Chardonnay is the most famous and largest selling white wine amongst them all. Pinot Gris is the second most favorite white wine amongst the wine admirers. Pinot Grigio tastes best when combined with delightful seafood! Pinot Grigio has a citrus aroma. Anything But Chardonnay" formula that tells us the popularity of the Chardonnay white wine. The more they are pampered. the name actually means "spicy". fruits.

White wine always seem interesting when combined with different cuisines. I hope now you have decided your kind of white wine that will suit your taste! Topography Of The Indian Wine Industry Page 33 . Riesling has a great fruity aroma and medium to light acidic taste. semillon. Sauvignon blanc has very crisp and light acidic taste.of white wine. roussanne or marsanne are also very popular amongst the white wine aficionados. Riesling is produced in Germany. primarily made in the Rhone region of France and also in California. France and Finger Lakes District of New York. gooseberry and grapes. Sauvignon blanc is also produced in South Africa. Riesling can age more than many of the red wines as well! Riesling and Asian cuisine can be said as the ultimate lip-smacking combination! Viognier Viognier is a type of French wine. Along with the above mentioned types of white wine. Nothing can compare the shining glass of Sauvignon blanc combined with delicious coconut shrimp! Riesling Riesling. You can learn more about the different types of wine by joining one of the wine clubs in your city. is ideal for a special occasion. Sauvignon blanc is a totally aromatic type of white wine with a flavor of lemon. Viognier has a great tropical smell. Viognier has the highest alcohol levels amongst all types of white wine. Riesling has a great ability to age and taste the most delightful. they can be a great help regarding wine and all the information on wine making as well. California and New Zealand. muscat. It is mostly produced in Loire and Bordeaux which are the wine regions of France. the most expensive white wine. like a banana or a peach. Since the Viognier has a great floral and tropical aroma any rich tropical food or baked brie cheese will suit just great with it. This was all about the different types of white wine.

Fortified wines Topography Of The Indian Wine Industry Page 34 .

They may also be further classified by grade and fermenting process. and they often went bad during the shipping process. To compound the problem. Depending on how the wine is aged and handled. In an effort to preserve their wines. Adding brandy afterwards makes a more dry wine. from the mellowness of cream sherry to the extreme tartness of extra-dry vermouth. the wines were also not able to stand up to the often violent movements below decks. which comes in varieties like Fino and Oloroso. and so producers continue to make it. the spirits also change the flavor profile. although some of the most famous are Vermouth from France. rich fortified wine such as Port. The origins of fortified wine can be found in the 16th century. which is often used as a dessert wine. consumers began to appreciate and enjoy the flavor. creating fortified wine. and Madeira and Port from Portugal. a fortified wine may be protected with an Appellation of Controlled Origin. when a growing number of countries were exporting wine.A fortified wine is a wine to which spirits such as brandy have been added. the result is a very sweet. In some cases. While fortified wine was originally born out of necessity. as is the case with sherry. In brandy is added before the fermentation process begins. Most fortified wines are named after the regions that they are produced in. In addition to raising the alcohol content of the wine. There are a wide number of varieties of fortified wine. these wines were not terribly shelf stable. making a unique and very distinctive wine. Sherry from Spain. Unfortunately. Marsala from Italy. meaning that only wines from a certain region may bear that name. the flavor can vary widely. like traditional dry Vermouth. Wines not made in that region can only be labeled as being in the ―style‖ of that particular area. winemakers began adding brandy. as each regional fortified wine has a distinct style. Topography Of The Indian Wine Industry Page 35 .

Champagne and Sparkling Wines Topography Of The Indian Wine Industry Page 36 .

Bubblies produced in other parts of the world. that wonderful nose tickling beverage. but French law dictates that all sparkling wines made in that area must be made by a special process called the traditional orchampagne method. The French term is méthod champenoise. Champagne is a type of Sparkling Wine. even if they are created by the traditional method. is by far the most famously celebrated of all sparkling wines. Topography Of The Indian Wine Industry Page 37 . Not only that. Only then. but..Champagne. should be referred to as sparkling wines.. should it be called Champagne. The type of sparkling wine that can be truly called Champagne is made only from grapes of the Champagne region of France.

Clarification.umbrella term for all the winemaking operations designed to stop wines developing a fault in bottle such as a haze.The process by which grape sugar turns into alcohol and carbon dioxide.LIST OF TERMS USED Vineyard. cloud or fizz. Topography Of The Indian Wine Industry Page 38 . It is practiced most brutally on everyday wines. usually grapes. filtration and refrigeration.The farm where wine grapes are grown for wine production.Special grapes used for wine production. is processed into wine. including fining.an important winemaking operation involving literally pressing the juice (white wines) or astringent press wine out of the skins. Viticulture.A winery is a facility where fruit. Treading(Crushing). while others process grapes they purchase from vineyards many away from their production site.The science. Fermentation. Some wineries are located on the same site as the vineyard whose grapes they process. no matter what the storage conditions. Stabilization.umbrella term for a host of processes designed to ensure wine is crystal clear. cultivation and study of grape growing. Winery. Wine grapes.

However. Efforts by the Maharashtra and Karnataka governments remain far-fetched in this regard. amplified wine marketing and influence of western culture are helping to drive India‘s wine consumption.REVIEW OF RELEVANT LITERATURE  Growth of India wine market India has emerged as one of the fastest growing markets for wine on the global map. wine consumption in India is expected to grow by 35-30% annually between 2009 and 2012. The per capita consumption of wine in the country was estimated at around 9 Milliliters in 2008.1 Billion. largely because of low brand awareness and lack of quality taste. Despite the country‘s vast population of over 1. the consumption of wine remains extremely low. indicating huge potential for growth in the coming years. Topography Of The Indian Wine Industry Page 39 . According to our latest research report. ―Indian Wine Industry Forecast to 2012‖. We have found that various policies by the state level governments are encouraging domestic wine producers to set up their own wineries in the country. Meanwhile. Various factors such as favorable government policies. This is because domestic wines are still unable to demand a high price. Our research indicates that the premium wine segment in the country is dominated by imported wines. increasing disposable income. giving a boost to the domestic industry. total consumption is dominated by domestically-produced cheap wine. While local players are including affordable imported wines in their portfolios to attract new consumers. such measures have raised concerns to WTO which states that India is adopting protectionist policies for its domestic wine industry meanwhile curbing growth of imports. foreign firms are trying hard to expand in the market owing to high rate of tax levied.

including Maharashtra. Besides this. have started to provide duty exemptions. Topography Of The Indian Wine Industry Page 40 . price structure. Our research also highlights the market trends and developments that are expected to play key role in the growth of Indian wine market over the forecast period. several state governments are taking initiatives to promote wine tourism. improving the quality of wines in India. sustaining high growth rates and increasing consumption of wine. the largest producer of Wine in India. the report provides thorough analysis on the wine production. In order to address these challenges.  Project report on setting up wine Industry By: Gowaribidnoor Bangalore Submitted to Karnataka Wine Board Findings: Though the market share of wine among the alcoholic beverages is surely but steadily increasing. the government is planning to simplify the complicated structure and introduce a uniform duty structure to process tax and duty calculation. Our research gives deep insight into India‘s wine consumption in terms of domestically-produced and imported wines. and rum and sometimes even home brewed spirits over champagne and wine. wine exports and wine import of the country. The government has also initiated the establishment of wine parks in grape cultivating regions in India. Internationally the wine industry has faced a lot of challenges such as competition with global connoisseurs of wine in Europe. still it is at a very primary stage. sales by location. The statistics on the Indian Made Foreign Liquor (IMFL) shows that the consumption of wine in India is not more than 2% of the entire IMFL consumption. as a majority of the Indian consumer prefers beer. Also. The challenge before the winemakers in India is to develop the domestic market. boosting wine consumption is the commissioned sanctioning of wine bars in Maharashtra. type of wine consumed and a possible regional segmentation.―Indian Wine Industry Forecast to 2012‖ provides extensive research and rational analysis on the wine market in India. Several Indian states. Recently. whisky.

including the caveat to not cannibalize sales by promoting a lower-margin. and the influx of cheap wines. Specific implications for responsible restaurateurs are outlined.1% of the current drinkers are connoisseurs who occupy a small niche in the industry. smoothness. The potential wine market is large compared to the current volumes. lower-profit wine. 69 to 87 percent of the increase in sales of promoted wines comes from diners who would likely have ordered a non-promoted wine. In general. and lower alcoholic content. The enthusiasts are drinking wines because of its sweet and fruity taste. Indian winemakers are now promoting themselves in a big way to catch the attention of the rest world. • The historical and projected increase in wine sales is caused by a convergence of several factors. only 0.6 percent. Topography Of The Indian Wine Industry Page 41 . • Almost all of the current drinkers of wines are enthusiasts or ―consumers. beer. is hoping to challenge the supremacy if wine countries in an effort to gain a foothold in the international market. trend towards healthier products.‖ In fact. and (3) wine tastings increased sales by 48 percent. the classy image of wine drinking. and nonalcoholic drinks. preferring economy priced wines. they are price conscious. Also.  Wine promotions in restaurants: do beverage sales contribute or cannibalize? (Financial report) By: Brian Wansink & Glenn Cordua & Ed Blair & Collin Payne & Stephanie Geiger Findings: A controlled field study of wine promotions in a mid priced chain restaurant generated three key findings: (1) selected wine recommendations increased sales by 12 percent. (2) food-wine pairing recommendations increased sales by 7. Though they get most of their technology and advice from Europe. The Indian wine industry though as its infancy stage. • Still. This means that 13 to 31 percent of the increase comes from diners who would have otherwise ordered liquor. they are not versed and sometimes averse to the ―idiosyncrasies‖ of wines and wine drinking. the current base of wine drinkers in the country is less than half of the total potential wine consumers.The international market is a promising arena for the Indian wine. Among which are the fit between the product attributes and the market‘s demand for sweeter and fruitier liquors. health benefits. The favorable climatic conditions and superior quality of Indian grapes would provide an added advantage to attain this objective. However.

more people are purchasing and drinking wines in the on-premise. The ―branders‖ treat the wines as consumer products. marketing-wise. are the most popular wines because of their simplicity. which are attributes appreciated by majority of the market. • The wine importers have three strategies. Further. The ―piggy backers‖ treat wines as a mere product portfolio addition. the top branded wines all possess the taste qualities demanded by the critical mass. The remaining 17% goes to the middle to premium priced wines. • Ninety percent of the wines being bought are still wines. • The two distribution channels for wines. Further. these wines are more modern in terms of packaging and even content. have increased in sales turnover. • ―Branded‖ wines control the market since they are able to forge an affinity and relationship with the otherwise confused consumer. These wines create awareness for themselves through push and pull marketing practices and generating a good word-of-mouth buzz around their brands. • The current market leaders also benefited from being the first-movers in the industry. Connecting this to the impulsive and emotional behavior of the market and the fact that these consumers are generally not interested in the ―elitist‖ elements of wine drinking. Although majority of the people still buy from off-premise outlets. Gato Negro was the first Chilean wine to gain popularity since it was ahead in recognizing the value of being house wine of the top on-premise establishments. the on and off premises. Carlo Rossi and Novellino were also the first and only brands of still wines to have television and print advertising. they are not intimidating to the enthusiast-consumer who shies away from old world wines. taste. which are bought by the connoisseurs. particularly from Chile. Asti Martini is now the benchmark of sparkling wines because it was the first brand to advertise on TV seven years ago. economy-priced wines are responsible for the increase in wine sales. while focusing on more profitable alcoholic products.• As mentioned. Both distribution channels have their own set of marketing practices that wine companies need to know in order to compete in. Red accounts for 73%. • New World wines. The ―niche strategy‖ used by importers of middle to premium priced wines cater to the connoisseurs. cost more and are less promoted by their importers. backed with traditional marketing strategies. Thus. first-movers instantly create awareness and affinity with the market since these brands ―eased‖ these people in the world of wines. Topography Of The Indian Wine Industry Page 42 . The popularity of still wines may be attributed to the fact that other wines like sparkling and specialty wines. and price. as it now constitutes 83% of the total wine sales.

It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. At first problem is defined carefully for conducting research. of what information is needed. RESEARCH METHODOLOGY Research methodology is a strategy that guides a research in providing answers to research questions and for this.  To know the choice of people towards wine. ―Accuracy of the study depends on the systematic application of the method‖. The present research was undertaken with the following objective to ensure that the research purpose is satisfied. Research always starts with a question or a problem.OBJECTIVE AND RESEARCH METHODOLOGY OBJECTIVE OF STUDY The research objective is a statement. Research Methodology is the investigation of specific problem in detail. The researcher has to decide the method to be used that helps him to get a desired direction in a systematic way.  To know on what occasion they like wine most. research survey is being done.  To know the factor which influences people to buy wine?  To know what they prefer to eat with wine. Its purpose is to question through the application of the scientific method. in as precise terminology as possible.  To know what profile of people mostly like the wine. There should be a good research plan for Topography Of The Indian Wine Industry Page 43 .

The quality of wine can be improved in India according to the international standards. The study also throws light on other demographics contributing to the growth of this industry in India and in the minds of Indian consumers.  Communication of results. Topography Of The Indian Wine Industry Page 44 .  Execution of research design.  Due to the time and resource constraints the sample size had to be restricted. it is may be social or cultural reason. RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering:  Determination of information research problem. so the regional differences if any could have affected the study.  Female customers were not interested to fill the questionnaire.conducting research.  Some time respondents did not give accurate information.  Development of appropriate research design. No research can be done without data collection. Defining the problem Defining the sampling plan Collection of data Analyze and interpretation NEED OF THE STUDY The NEED of this study is find out about various factors leading to the purchase of wines in India and the taste and preference of consumers. After all this analyze is made for getting solution for problem. LIMITATIONS OF THE STUDY  The survey was restricted to Mumbai.

DATA COLLECTION:To obtain the necessary information pertaining to the study. The secondary sources of data were Internet search magazines and the websites of the wines. Special care was taken that the questions do not lack simplicity and clarity. reliable. questionnaires were prepared. trade publications. and subscription services. The steps undertake are logical. Collect primary data by Personal investigation Observation method Questionnaire methods  SECONDARY DATA Information that already exists somewhere. objective. Data that have already been collected and published for another research project called secondary data. These were in order to obtain the primary source of data. Qualitative or quantitative data that are newly collected in the course of research. observation or experimentation Primary data is basically collected by getting questionnaire filled by the respondents. As compared to secondary data which is previously gathered data.Each step is viewed as a separate process that includes a combination of task. sources include census reports. step and specific procedure. There are two types of secondary data: internal and external secondary data.  PRIMARY DATA New data gathered to help solve the problem at hand. The questions framed were mostly closed ended. systematic. valid. have been collected for another purpose. This is contrasted to secondary data which entails the use of data gathered by someone other than the researcher information that is obtained directly from first-hand sources by means of surveys. Information compiled inside or Topography Of The Indian Wine Industry Page 45 . impersonal and ongoing. focus groups. While preparing the questionnaires the objectives of the study were kept in mind. The questions were arranged in a proper sequence so that there was continuity in the interview. independent observations and test results. An example is information gathered by a questionnaire. Consists of original information that comes from people and includes information gathered from surveys.

Powai and Malad) B) Sample Size: The selection of 100 respondents. Secondary data are collect from websites and journals. such that each subject has the same probability of being chosen at any stage during the sampling process. SURVEY STRATEGY Personal interview method was followed to conduct the survey & collection of the data because:Time was limited and this method was accurate. C) Contact methods: I have conducted the respondent through personal interviews. sure and quick. SAMPLING TECHNIQUE A simple random sample is a group of subjects chosen from a larger group of population. A) Sampling Unit: I have completed my survey in Mumbai (Vashi. On the spot clarification could be given if necessary. SAMPLING PLAN The sampling plan calls for three decisions. Topography Of The Indian Wine Industry Page 46 . The selection of the respondent was done on the basis of simple random sampling.  RESPONDENTS: Customers visiting wine stores in vashi. The sample was drawn from daily customers.outside the organization for some purpose other than the current investigation. powai and malad. Data that already have been collected for some purpose other than the current study. Each subject from the population is chosen randomly and entirely by chance. It eliminates the chances of non-responses.

Data analysis has multiple facets and approaches. and social science domains. percentages etc. the implicit valuation of the individual element making up the product and service can be determined valuations. of respondent*100 Where X= % of people under certain category Y= number of response Z= total number of people studied Analysis of data is a process of inspecting. encompassing diverse techniques under a variety of names. and supporting decision making. These implicit valuations can be used to create market model that estimate market share revenue and even profitability of new design. Conjoint analysis is statistical technique used in market research. Topography Of The Indian Wine Industry Page 47 . science. A controlled set of potential products and services is shown to respondents and by analyzing how they make preferences between these products.DATA ANALYSIS In research process researchers generally use statistical tools viz. We will use conjoint analysis to analyze the data collected. transforming. median. and modeling data with the goal of highlighting useful information. Averages (mean. suggesting conclusions. Here researcher has used percentage method to analyze the data. in different business. how retailers value different features which sales particular product or service. The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent‘s choice and decision making. and mode). of responses/total no. Formula to calculate the percentage is shown below X = (Y/ Z) x 100 Or Total no. dispersion.

12% by 36-40. and 6% is consumed by above 40.ANALYSIS AND INTERPRETATION  Age (Years) Age RESULT 18-24 18 25-30 40 31-35 24 36-40 12 ABOVE 40 6 AGE 6% 12% 18% 18-24 25-30 31-35 24% 40% 35-40 ABOVE 40 SOURCE: Data collected through questionnaire. Topography Of The Indian Wine Industry Page 48 . Interpretation:From the total respondent 40% people of 25-30 age group consume more wine after that 24% consumed by 31-35 age group. that‘s why it is suggested that wine manufacturer and shopkeeper must be targeting those customers who lie in between 25-35. Still 18% by 18-24 age group.

So this chart also shows that considering all the customers. researcher found that 81% of male customers like the wine and only 19% of female customers like the wine. wine manufacturer must focus on factors which will positively affect the consideration of the female customers. Topography Of The Indian Wine Industry Page 49 . Gender: GENDER RESULT MALE 81 FEMALE 19 GENDER 19% MALE FEMALE 81% SOURCE: Data collected through questionnaire. Interpretation:From the total size of sample.

5-6lac – 12%... Income Group (lac) INCOME GOROUP RESULT BELOW 1 LAC 12 1-2 15 3-4 43 5-6 12 ABOVE 7 18 INCOME GROUP BELOW I LAC 1-2 3-4 5-6 ABOVE 7 18% 12% 12% 15% 43% SOURCE: Data collected through questionnaire.. and below 1 lakh 12%.. Interpretation:From the 100 respondent 43% people are having income 3-4 lac... RESULT 11 12 0 Page 50 Topography Of The Indian Wine Industry .. other groups are 1-2 lac .. So it is suggested that wine producer must be focused on those people who having income in between 3 -4lac...  Occupation:.15%.. 18% people having income more than 7 lac.. OCCUPATION GOVT... JOB STUDENT PRIVATE JOB 51 BUSSINESS MAN 26 HOUSE WIFE 0 OTHER.....

OCCUPATION GOVT JOB STUDENT PRIVATE JOB BUSSINESS MAN 11% 26% 12% 51% SOURCE: Data collected through questionnaire. Therefore. wine manufacturers must focus on customers in private jobs and entrepreneurs. Interpretation:In above pie chart shows that 51% customers of private job consume the wine most. job those consume the wine. 26% of those having own business consume wine. Other 12% are students and 11% have a govt.  According to you why people prefer wine? HEALTH PURPOSE 0 FOR STATUS 15 FOR ENJOYMENT 69 JUST EXEPERIMENT 8 ANY OTHER 0 Topography Of The Indian Wine Industry Page 51 .

So it is suggested that if any wine manufacturer wants to advertise his wine than it must be basis on the theme of enjoyment. Interpretation:From the total sample of size which is taken by researcher 67% of respondents prefer wine for enjoyment. 15% use wine as status symbol.  You are most likely to buy wine because……? Friend‘s recommendation 26 magazine/paper advertisement 0 Word of mouth Your own preference 56 Any Other 18 0 Topography Of The Indian Wine Industry Page 52 . 10% health purpose and 8% respondent say that they use wine only for experiment. in order to attract more customers to this industry.Purpose HEALTH PURPOSE FOR STATUS FOR ENJOYMENT JUST EXPERIMENT 8% 10% 15% 67% SOURCE: Data collected through questionnaire. Moreover the health consideration can also be built simultaneously.

PEOPLE PREFER WINE BECOZ 53 25 0 18 4 SOURCE: Data collected through questionnaire. Interpretation:From the total size of respondents 53% of respondent like to buy wine because of their own preference.  On what occasion do you prefer wine most? Parties 70 Festivals 14 Outing 16 Other 0 Topography Of The Indian Wine Industry Page 53 . 25% respondent likes wine because they are recommended by friends of them and 18% people are like to buy wine because they heard about wine from the peoples and 4% because they get knowledge about wine from internet.

14% say that they prefer wine on festivals other 16% use wine when they are outside from home or while travelling. Interpretation:On the basis of this graph form the total respondent 70% respondent says that they prefer wine during parties.OCCATION ON PEOPLE PREFER WINE 70 60 50 40 30 20 10 0 PARTIES FESTIVALS OUTING OCCATION ON PEOPLE PREFER WINE OTHEER SOURCE: Data collected through questionnaire.  Is it easy to find convenient location for purchasing wine? Yes 64 No 36 Topography Of The Indian Wine Industry Page 54 .

 Where do you prefer to have wine? Restaurant 17 at home 20 Bar 55 other {please specify} 8 (OUT SIDE) Topography Of The Indian Wine Industry Page 55 . Interpretation:- With this question researcher want to know that whether the customer find their preferred wines easily or not. but 36% respondent say that it is not easy to find convenient location for purchasing wine. 64% of respondent says YES that wine shops are easily available.convenient location for purchasing wine NO 36% YES 64% SOURCE: Data collected through questionnaire.

. From the total size of sampling. So on the basis of result we can say that here is an opportunity to open a wine bar at different places.  What do You prefer to have with wine? Snacks 34 Food-Veg.Where do you prefer to have wine 55 17 20 8 RESTAURANT AT HOME BAR OTHER.. 17% in restaurant. 20% at home and 8% prefer wine outside. 55% respondent prefers wine in bar. 0 Topography Of The Indian Wine Industry Page 56 .... SOURCE: Data collected through questionnaire Interpretation: This question clarifies that where people prefer the wine../Non-Veg..... 0/32 Salad 34 Other.

 When do you normally use wine? Midday 0 Evening 68 Night 32 Morning 0 Topography Of The Indian Wine Industry Page 57 . Other 32% likes wine with nonveg. So this is useful finding for those who wants to open bars and restaurants.35 30 25 20 15 10 5 0 SNACKS VEG/NON-VEG SALAD 0THER SOURCE: Data collected through questionnaire Interpretation:Chart shows that 68% of respondent use wine with snacks and salad equally.

D.70 60 50 40 30 20 10 0 MIDDAY EVENING NIGHT MORNING SOURCE: Data collected through questionnaire Interpretation:. It mean that more people prefer wine evening and night.According to this chart 68% people use wine in evening and 32% people use wine at night else morning and midday any tourist not prefer the win. Wines 14 Topography Of The Indian Wine Industry Page 58 .  Name the brands of wine of your choice?(right more than one) Sula 43 Grover 38 Vintage 32 Indage 24 N. so it is useful result for those who want or who have already bar and restaurants.

Only 43 respondents says that they prefer sula vineyards.BRAND NAME OF YOUR CHOICE 45 40 35 30 25 20 15 10 5 0 SULA BRAND NAME OF YOUR CHOICE 43 GROVE R 38 VINTAG E 32 INDAGE 24 N. Wines. but researcher see that most of the people are not aware about the wine brand.D. Topography Of The Indian Wine Industry Page 59 . 24 indage and 14 says N. WINES 14 SOURCE: Data collected through questionnaire Interpretation:In this question researcher wanted to know that are the customers aware about the brand name of the wines or not.D. These all wines are under the red wine categories than it is found that red wine are more popular compared to white wines. 38 write the name of grover.

this question is helpful to know about that customers are aware about the wine flavor or not. but researcher found that 84% of respondent says YES that they are aware with the various flavor of the wine and only 16% says that they are not aware about various flavor of wine. Are you aware with the various flavors of fruit wine available in market? Yes 84 No 16 YES NO 16% 84% SOURCE: Data collected through questionnaire Interpretation:- In this question respondent have two options yes or no. Topography Of The Indian Wine Industry Page 60 .

 Which flavor of fruit wine do you like the most or will prefer?(Write more than one). apple wine-48%. Black grap es White grap es Apple wi ne Apricot wine Peach win e Plum wi ne Kiwi win e Strawberry Cherry wine wine Other {plea se specif y} 0 90 8 48 2 0 8 0 4 2 90 80 70 60 50 40 30 20 10 0 SOURCE: Data collected through questionnaire Interpretation:In question number 15 we ask that respondent are aware about flavor or not. As researcher can see in the chart most of the people likes flavor of black grapes-90%. in this question researcher know that about which flavor they are aware. white grapes-88%. so more red and white grapes should be growing for produce more red and white wine because these wine are liked by most customers. cherry wine 2%. Topography Of The Indian Wine Industry Page 61 . strawberry wine-4%. plum wine-8%. apricot wine-2%.

 How important are the following factors for purchasing wine? Please tick (√) Factor Very less important Less important No influence Important Very important Flavor Price Good packaging Advertising Brand name Promotion schemes/ discount 6 30 24 14 4 6 22 16 24 64 68 76 10 10 52 50 48 12 26 38 Topography Of The Indian Wine Industry Page 62 .

Advertising: .brand name is the name.price are important says by 64% respondent from the whole sample size. sign. Interpretation:Flavor: . or design and the combination of them. Price:. for 16% respondents have no influence of packaging. no influence tick by 22% respondent. Good packaging is very important says by 10% and 6% have very less important. very important for 10% and less important for 4% respondent. 10%says that advertising is very important for promotion and general awareness about wine and other 6% give very less important.from hundred respondent 76% says that the flavor is very important from them and 24% say flavor is important. Brand name: . 26% says it is very important and 24% says that advertising have no influence for them. Topography Of The Indian Wine Industry Page 63 .FACTOR BEHIND PURCHSUNG WINE 80 70 60 50 40 30 20 10 0 VERY LESS IMPORTANT LESS IMPORTANT NO INFLUENCE IMPORTANT VERY IMPORTANT SOURCE: Data collected through questionnaire.52% respondent says that advertising is important for the promotion of the wine and 30% have no influence for advertising. 50% of respondent says that brand name is important for them. Good packaging: .good packaging is important says by 68% respondent. symbol.

38% respondent say that it is very important and 14% says that they are not influence by the advertising.  Any recommendations and suggestion you want to give for improving wine MANY OF SUGGETION AND RECOMMENDATION GIVEN BY RESPONDENT...  Some of the respondent suggested that price is very high and it should be low with given quality.  More advertising and promotional activities are required. Topography Of The Indian Wine Industry Page 64 .48% respondent response is that promotional schemes and discount is important.Promotion schemes/ discount: .  More wine shops are required to open.  Some says that more alcohol should be added in wines.  Special wine bars should be opened..

Also the interstate wine business should be supported by centre government and state government. It is found that wine is mostly consumed by people of age between 25. Seventy percent customers say that they like wine in parties. Topography Of The Indian Wine Industry Page 65 . some said that they are recommended by the friends and word of mouth. After study. State governments should provide support for wine manufacturers and its raw material (agricultural products) producers. More outlets should be opened for only wine. Recommendations and Suggestions This study is focused on the customers‘ preferences regarding wine. Most of the customers are not aware about brands of wine. branding and promotional schemes are affecting the purchase of wine. for these activities wine manufacturer must be supported by the government. researcher conclude that only 19% female customers and 89% of male use wine. Most of the customers use wine for enjoyment and some of use it as status symbol. Thus it is recommended that companies should focus on improvement and maintenance of quality and variety of quality. followed by white grapes and apple wine. So it is logical to produce these wines more. other big percentage of wine usage lies between 31-35.35 age group.CONCLUSION People age between 25-30 uses more wine. Behind the use of wine some respondents said that they have their own preference. It is clear from the study that black grapes wine is liked by most of the consumers. Other factors like packaging. so there must be some efforts undertaken to create effective brand awareness. Thus it is important to provide better quality of packaging along wit h advertisement and other promotional schemes. so here is some opportunity for advertising and promotional activities through internet. But some customers also advocated the use of internet to get the information about the wine. The consumers are more inclined towards the quality of wine. so here is a good indication for those who want to open new bars and pubs in Mumbai.

2.1 (2008). 2005 Jun 1.gov/pubmed/15893165 Topography Of The Indian Wine Industry Page 66 . ‗Marketing Management‘. F. Gupta S. Philip5 2001. D.com/2010/05/24/wine-drinkers-tend-to-have-a-healthier-lifestyle/  www. No. Green Pant E & Donald2 (2002). Wine preference and related health determinants in a U.org/cgi/content/full/76/2/466 Vol. A.com Web sites  American Journal of Clinical Nutrition. New Delhi. analysis planning control.. New Delhi. and Schindler3. national sample of young adults http://www. Strategy formulation and implementation for the wine division of ADP Industries Corporation.P. New age International. New Delhi.ajcn. 466-472. © 2002 American Society for Clinical Nutrition http://www. (2007). March 24. Gupta4 M.S. Marketing Management. by Aaron A. (Ed.com/?page_id=96  Drug Alcohol Depend. 10 th edition New Allhoff. Prentice Publication Co. Sultan Chand & Sons Kotler. Cooper. August 2002  Wine preference may reveal aspects of your personality.nih. p. 12.P.R. ‗Research Methodology‘.google. 76. 2010 by douglasgreen http://douglasgreen.78(3):339-44. Epub 2005 Jan 15. McGraw Hill Companies. http://www.6 (2000) ―Elements Influencing Wine Purchasing: A New Zealand View‖.2.com  British Psychological Society Magazine ‗The Psychologist‘.nlm. ‗Business Research Methods‘. New Delhi.winepsych.winespectator.ncbi.APPENDIX BIBLIOGRAPHY Kothari C.)5 (2008) Wine and Philosophy Wiley-Blackwell Thomas..wordpress. SEARCH ENGINE: www. 2007 Business Statistics. Palileo. International Journal of Wine Marketing.

com/news-indian-wine-industry-forecast-to-2012-1268221776.org/wiki/Wine http://www. Indian Wine Industry Forecast to 2012.sa.indiamarks.tasting-wine. http://www.rncos.winepreferences.com/guide/Best-of-Indian-Wines-Top-10-Indian-Red-Wines/9117/ Other important sites. 2002-2010 http://www.chillibreeze.htm  india wine industry forcast 2012. 2009 http://www. Publish Date: Nov.asp  Non-Alcoholic Wines: Another Way to Enjoy Wine http://www.com http://www.winelit.php  Best of Indian Wines: Top 10 Indian Red Wines.html http://en.html  A Profile of the Wine Industry in India http://www. Copyright © 2010.gov.htm Topography Of The Indian Wine Industry Page 67 . by: Noreen | last updated: April 08. RNCOS.slsa.free-press-release. 2009.wikipedia.au/winelore.com/articles_various/Wine-industry.com/Report/IM225_toc.com/project/project.com/articles/wine-types/non-alcoholic-wines.free-press-release.

.……………… …………………. you are most likely to buy wine because……? Friend‘s recommendation Word of mouth magazine/paper advertisement your own preference Any Other …………………………………………………………………………………………………….‖ [Please Tick (√) Your Choice(s)] 1. 2. 8.. on what occasion do you prefer wine most? Parties‘ Outing 9. Gender: 25-30 Male 1-2 31-35 Female 3-4 5-6 above7 36-40 above 40 4.QUESTIONNAIRE ―Information collected through this questionnaire will be used for research work only. Income Group (lac) below1lac 5. According to you why people prefer wine? Health purpose For Enjoyment for status Just experiment Any Other ……………………………………………………………………………………………………. festival Other {Please specify}………………. Name………………………………………………………………………………………………. 7. Age (Years) 18-24 3.. Occupation: Government Job Private Job House Wife Student Business Man Other [Please Specify]…………………. Is it easy to find convenient location for purchasing wine? Yes No Topography Of The Indian Wine Industry Page 68 . 6.

.... . ………………………………………… … 5.. 4.... 3.......... How important are the following factors for purchasing wine? Please tick (√) Topography Of The Indian Wine Industry Page 69 . …………………………………………........ ……………………………………..) Salad Other {please specify}…………………………..... When do you normally use wine? Midday Evening Night Morning 13........... Where do you prefer to have wine? Restaurant Bar Other {please specify}…………………………………………………………… 11.......... ……………………………………… 4. Are you aware with the various flavors of fruit wine available in market? Yes No 15.. Name the brands of wine of your choice?(write more than one) 1..... What do You prefer to have with wine? Snacks at home Food (veg. ……………………………………… 2..... 14. non-veg.10. Which flavor of fruit wine do you like the most or will prefer?(tick(√) more than one) Black grapes Apricot wine Kiwi wine White grapes Peach wine Strawberry wine Apple wine Plum wine Cherry wine Other {please specify}…………………………………………………………………………………………… 16. 12.

.. Any recommendations and suggestion you want to give for improving wine…………………………………………………………………………………………………………… ………………………………………………………………………………………………………………… …………………………………………………………………………….......... Thank you for your time and patience Topography Of The Indian Wine Industry Page 70 ....Factor Flavor Price Good packaging Advertising Brand name Promotion schemes/ discount Very less important Less important No influence Important Very important 17...

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