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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and Singapore from Maharashtra state. a revival in the Indian wine industry took place as international influences and the growing middle class increased started increasing demand for the beverage. New York. apart from the fact that good quality wines are now available in the market.both Indian and Western. There is more and more awareness about wine as a product in Indian market. Changing life styles. more and more women employment Increase in per capita income. Germany. international research on health benefits of wines. Approximately 0. Imported wines already constitute approx 20per cent of the total wines in India. demand was increasing at a rate of 20-30% a year The Indian government is planning to showcase ―Wines of India‖ across the globe.K. Following the country's independence from the British Empire. frequent travels abroad.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 .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. ―The promotion campaign will target the US. the current slowdown for the Topography Of The Indian Wine Industry Page 4 . the Constitution of India declared that one of the government's aims was the total prohibition of alcohol. 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. the European Union. The Agricultural and Processed Food Products Export Development Authority (APEDA) are working out the strategy and the campaign will be finalized soon. Italy. That being said. 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. U. the sources added. Several states went dry and the government encouraged vineyards to convert to table grape and raisin production. all have combined together to create wine awareness in India. USA. South Africa and Southeast Asia in a major way. In the 1980s and 1990s. By the turn of the 21st century. Stating that the promotion strategy would include analyzing the internal support mechanisms including easing tariff barriers for the liquor.

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

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

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

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

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

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

there may be too much sugar. Not good. why not just add some sugar in the wine making process? Some do. What is left is the sugary fruit. HARVEST Weather is a major factor is determining whether a year is going to be a "good vintage" (or "year"). Simplistically. These wines will be "thin. As the fruit dries. If it rains just at the point the wine grapes are ready. but the best wine grape is the European Vitis vinifera. Topography Of The Indian Wine Industry Page 11 . the water evaporates. the short-term effects of weather are quite important." If you delay harvest. removes the stems). (You might ask. and the brix will go down. For example. you will probably end up getting a wine too low in alcohol content (there won't have been enough sugar to convert to alcohol). Think of raisins. if you knew it wasn't going to rain. If you harvest too soon.") Every year the wine grape grower plays a game of chance and must decide when to harvest. INITIAL PROCESSING OF THE GRAPE JUICE Grapes can (and might still) be crushed by stomping on them with your feet in a big vat. To produce great wine. and before the grapes can be harvested. There are many different types of grapes. 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. This also affects the taste (and the aging possibilities) of the wine. which leads to too low acid content. the fruit should have a high (but not overly high) sugar content ("brix"). the additional water will cause the water level to increase. But a more practical way is to use a machine which does the job (and at the same time. then harvest. was there enough heat during the growing season to lead to enough sugar? At harvest time.Grapes grow on vines. you would just test the brix until it was just right. Also considered "not good.

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

OPERATIONS IN A WINERY FERMENTATION . yeast (SACCHROMYCES ELLIPSOIDUES) will turn the sugar in the juice into Topography Of The Indian Wine Industry Page 13 ." Grapes on the vine are covered with yeast. mold and bacteria. 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.

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

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

such as mercaptan. (Light assists in oxidation and breakdown of the wine into chemicals. STABILIZATION. Also. Stabilization with respect to tartarates may involve chilling of wine that can crystallize tartarates and these crystals can be removed by filtration. Topography Of The Indian Wine Industry Page 16 .achieve a uniform result. BOTTLING WINE Producers often use different shaped bottles to denote different types of wine. 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. FILTRATION Stabilization is carried out to remove traces of tartaric acid. Colored bottles help to reduce damage by light. the winemaker may blend together different grape varieties to achieve desired characteristics. which are undesirable. 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.

000 ha with an annual production of 1. 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. Jehangir and Shah Jehan in the sixteenth and seventeenth centuries A.6 million tonnes ( FAO. Several states went dry and the government encouraged vineyards to convert to table grape and raisin production. Sahebi etc. much emphasis was not given for research during previous decades in India. At present in India grape is grown over an area of 60. the Constitution of India declared that one of the government's aims was the total prohibition of alcohol. however in India has begun only since 1980‘s. Wine has been made in India for as many as 5. Although exact figures are not available regarding the Topography Of The Indian Wine Industry Page 17 . 2005). However.) were produced. grapevine (Vitis vinifera L. a revival in the Indian wine industry took place as international influences and the growing middle class increased started increasing demand for the beverage.) is grown mostly for wine making in the world over. Due to limited domestic consumption of wine and non availability of standard wine varieties to produce good quality wines of international standards.D. Both red (Kandhari) and white wines (Bhokri. It was the early European travellers to the courts of the Mughal emperors Akbar. Following the country's independence from the British Empire.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. In the 1980s and 1990s. 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. Indian vineyards were totally destroyed by unknown reasons in the 1890s. Commercial wine grape production. Fakdi. By the turn of the 21st century. Under British influence in the nineteenth century. demand was increasing at a rate of 20-30% a year Historically.000 years. who reported tasting wines from the royal vineyards.

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.

Topography Of The Indian Wine Industry Page 21 .com and Sommelier India. discourages Wine viewed as a “sin” by some.Opportunities 100 million persons will be legally allowed to drink alcohol (25 yrs. Domestic wine production is coddled by state governments. The magazine is written by Indian and international writers. emerging to distribution Threats The Indian constitution alcohol consumption. 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 contains articles and information about the wine culture in India as well as wine profiles that critique different wines. Indians still prefer whisky. so other means have been devised to present alcoholic beverages to the public. Vinitaly India in Delhi. Advertising for alcoholic beverages is banned. Magazines: Magazines are also prohibited from advertising alcohol except for the Sommelier India magazine which is dedicated to the wine trade in India. and Annapoorna India in Mumbai have become important vehicles for wine companies to do market surveys and have wine tasted by potential customers. Growing tourism industry. MARKETING AND ADVERTISING Television: Television advertisements for alcoholic products are illegal in India. Expos: Wine Expos and wine shows like IFE-India. old) in the next 5 years. Supermarkets are support wine infrastructure. Many expos and shows take place throughout India and are generally posted on Indianwine. Domestic market with increasing disposable income.

wine clubs involve people who would otherwise be discouraged by it. among other tasks. selecting and. Clubs: Wine clubs serve a crucial purpose in making. many companies engage in surrogate advertising.On Site: On-site promotion can often be allowed although it is far less common. Topography Of The Indian Wine Industry Page 22 . it is prohibited to promote/advertise alcohol products. therefore. and they also provide a selling outlet for the producer. In Delhi. purchasing wines for their members. By making wine less intimidating. These institutions make the entire process approachable and easy for the consumer. 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.

4 million liter production. 62. Eighty percent of wine consumption in the country is confined in major cities such as Mumbai (39%). Certain promotional strategies. Poor storage and transport facilities in spite of tropical climate are the main problems of wine marketing in the country. 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. Sansula. This company has 200 hectares of vineyards under wine grapes of 35 varieties. Delhi (23%). Champagne Indage (CI).07 L per capita. Brindco.000 wine cases are sold every year. These and other factors contributed to India‘s low wine consumption which is hardly 0. 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. Sula vineyards at Nashik has new welcome additions to India‘s smarter wine list.35. Grover Vineyards and Sula Vineyards for indigenous production of quality wines in the country are highlighted. such as easing of tariff barriers for the wines. Bangalore (9%) and Goa (9%). E & J Gallo and other private companies.PRESENT SCENARIO OF WINE INDUSTRY IN INDIA This paper reviews the nascent Indian wine industry in terms of the area. Maharashtra is leading among the states with 36 wineries and 5. The company has the capacity of producing over 3 million bottles annually.000 wine cases are imported mainly by ITDC. 72. CI at Narayangaon is a pioneer of French style wines in India. The Grovers Vineyards located in southern Karnataka state also exports wines worth $ 4. The company has a good collection of European wine varieties. brandy and rum sold in the country. production and marketing of wines in the country.000 every year. Contributions made by major wineries such as. 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 . There is growing awareness about the wine as a product in the domestic market.000 cases of sparkling wines. Approximately 38 wineries are presently operating in the country with a total production of 6. which includes 46. Some of their wines are exported to many European and Asian countries. This is in contrast to the much higher figures of other drinks such as whisky.2 million liters annually. At present 7. Apart from this.

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

Major Wine markets of the World Out of world‘s total annual production of 32 billion liters‘.2 1. Topography Of The Indian Wine Industry Page 25 .6 billion liters Italy Spain US Argentina Germany South Africa 5.5 2. the following are among the top countries and MNC‘s have their major share in the world wine market.4 1.0 ― ― ― ― ― 770million liters 750 ― 690 ― 675 ― 611 ― Australia China Gallo (MNC) Portugal In case of Australia. France 5.3 3. that export 230 million liters annually worth more than 1 billion dollars and UK is its major market worth $489 million.

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

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

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

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

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

France. California. Washington State. California. 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 Loire. France. New Zealand. France. France. California Chardonnay Viognier Other white grapes to notice. listed alphabetically: Grapes Albariño Gewurztraminer Sémillon Where they grow best Spain Alsace. Color in white wine does vary. to fuller bodied with deeper colors. and lighter colored. The skin dictates the end color for red wine. France. Oregon Rhone. occasionally from the use of wood. the pulpy part of a white grape is the same color as that of a red grape. often from the type of grape. France. Oregon. Australia Topography Of The Indian Wine Industry Page 31 . France. South Africa. New Zealand. first and most obviously. South Africa Germany. California Burgundy. Grapes/Region Champagne Pinot Grigio/Pinot Gris Sauvignon Blanc Chenin Blanc Riesling Where primarily grown Champagne.White wine differs from red wine in. They are listed from lighter bodied. France. Australia. Alsace. Italy. Under that skin.com. South Africa Loire. Germany Bordeaux. France Alsace. Listed below are a few of the most common white varieties in the world wine market and of wine. South America. color. which differs from the white's color determinates. Australia.

This type of white wine is produced in the cooler parts of the world. yeast and the aging manner of the wine. soil. oak. The more they are pampered.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. Chardonnay Chardonnay is the most famous and largest selling white wine amongst them all. Gewürztraminer is a type of German wine. Chardonnay white wine is medium to highly acidic with the hint of nuts. European Pinot Grigio is acidic than the American Pinot Gris. fruits. Chardonnay is also referred as the queen of white wines. Gewürztraminer has light acidity and crispy bold flavor. vanilla and several spices as well. the name actually means "spicy". Chardonnay can be said as the best wine to accompany a great food. Gewürztraminer is a sweet wine that has floral fragrance. 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. PinotGrigio Pinot Grigio is known as Pinot Gris in the US. 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 . There is the "ABC. Gewürztraminer Gewürztraminer is the famous white wine that is largely produced in Germany and France (Alsace). SauvignonBlanc Sauvignon blanc is also known as 'fumé blanc'. the best types of wine they produce.

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

Fortified wines Topography Of The Indian Wine Industry Page 34 .

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

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

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

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

While local players are including affordable imported wines in their portfolios to attract new consumers. largely because of low brand awareness and lack of quality taste. According to our latest research report. 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. total consumption is dominated by domestically-produced cheap wine. However. ―Indian Wine Industry Forecast to 2012‖. Various factors such as favorable government policies. Topography Of The Indian Wine Industry Page 39 . indicating huge potential for growth in the coming years. wine consumption in India is expected to grow by 35-30% annually between 2009 and 2012. increasing disposable income.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. 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. Our research indicates that the premium wine segment in the country is dominated by imported wines.1 Billion. amplified wine marketing and influence of western culture are helping to drive India‘s wine consumption. foreign firms are trying hard to expand in the market owing to high rate of tax levied. Efforts by the Maharashtra and Karnataka governments remain far-fetched in this regard. This is because domestic wines are still unable to demand a high price. the consumption of wine remains extremely low. The per capita consumption of wine in the country was estimated at around 9 Milliliters in 2008. Despite the country‘s vast population of over 1. giving a boost to the domestic industry.

whisky. 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. 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. The government has also initiated the establishment of wine parks in grape cultivating regions in India. sustaining high growth rates and increasing consumption of wine. still it is at a very primary stage. Also. as a majority of the Indian consumer prefers beer.  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. type of wine consumed and a possible regional segmentation. sales by location. Several Indian states. Topography Of The Indian Wine Industry Page 40 . price structure. and rum and sometimes even home brewed spirits over champagne and wine.―Indian Wine Industry Forecast to 2012‖ provides extensive research and rational analysis on the wine market in India. wine exports and wine import of the country. including Maharashtra. Our research gives deep insight into India‘s wine consumption in terms of domestically-produced and imported wines. In order to address these challenges. Recently. Besides this. the largest producer of Wine in India. Internationally the wine industry has faced a lot of challenges such as competition with global connoisseurs of wine in Europe. have started to provide duty exemptions. 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. the government is planning to simplify the complicated structure and introduce a uniform duty structure to process tax and duty calculation. the report provides thorough analysis on the wine production. improving the quality of wines in India. several state governments are taking initiatives to promote wine tourism.

1% of the current drinkers are connoisseurs who occupy a small niche in the industry. they are not versed and sometimes averse to the ―idiosyncrasies‖ of wines and wine drinking.6 percent. Also. 69 to 87 percent of the increase in sales of promoted wines comes from diners who would likely have ordered a non-promoted wine. health benefits. This means that 13 to 31 percent of the increase comes from diners who would have otherwise ordered liquor. and (3) wine tastings increased sales by 48 percent. The enthusiasts are drinking wines because of its sweet and fruity taste. (2) food-wine pairing recommendations increased sales by 7. lower-profit wine. and lower alcoholic content. the current base of wine drinkers in the country is less than half of the total potential wine consumers. smoothness. The favorable climatic conditions and superior quality of Indian grapes would provide an added advantage to attain this objective. The potential wine market is large compared to the current volumes. In general. and nonalcoholic drinks. • Still. only 0. Indian winemakers are now promoting themselves in a big way to catch the attention of the rest world. Topography Of The Indian Wine Industry Page 41 . trend towards healthier products. Though they get most of their technology and advice from Europe. they are price conscious. and the influx of cheap wines. • Almost all of the current drinkers of wines are enthusiasts or ―consumers. However. the classy image of wine drinking. is hoping to challenge the supremacy if wine countries in an effort to gain a foothold in the international market. beer.  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.The international market is a promising arena for the Indian wine. including the caveat to not cannibalize sales by promoting a lower-margin. Specific implications for responsible restaurateurs are outlined.‖ In fact. Among which are the fit between the product attributes and the market‘s demand for sweeter and fruitier liquors. preferring economy priced wines. • The historical and projected increase in wine sales is caused by a convergence of several factors. The Indian wine industry though as its infancy stage.

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

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

 Development of appropriate research design.  Some time respondents did not give accurate information. The quality of wine can be improved in India according to the international standards. it is may be social or cultural reason.  Communication of results. After all this analyze is made for getting solution for problem. LIMITATIONS OF THE STUDY  The survey was restricted to Mumbai.conducting research. 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. Topography Of The Indian Wine Industry Page 44 .  Female customers were not interested to fill the questionnaire. The study also throws light on other demographics contributing to the growth of this industry in India and in the minds of Indian consumers. No research can be done without data collection. so the regional differences if any could have affected the study.  Due to the time and resource constraints the sample size had to be restricted.  Execution of research design. 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.

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

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

suggesting conclusions. science. the implicit valuation of the individual element making up the product and service can be determined valuations. dispersion. of responses/total no. in different business. Topography Of The Indian Wine Industry Page 47 . 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. transforming. and social science domains. 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 modeling data with the goal of highlighting useful information. and mode). median. Averages (mean. Here researcher has used percentage method to analyze the data. 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. Conjoint analysis is statistical technique used in market research. how retailers value different features which sales particular product or service. Data analysis has multiple facets and approaches. A controlled set of potential products and services is shown to respondents and by analyzing how they make preferences between these products. We will use conjoint analysis to analyze the data collected. Formula to calculate the percentage is shown below X = (Y/ Z) x 100 Or Total no. percentages etc.DATA ANALYSIS In research process researchers generally use statistical tools viz.

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. 12% by 36-40. 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. and 6% is consumed by above 40. Interpretation:From the total respondent 40% people of 25-30 age group consume more wine after that 24% consumed by 31-35 age group. Topography Of The Indian Wine Industry Page 48 .

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

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

OCCUPATION GOVT JOB STUDENT PRIVATE JOB BUSSINESS MAN 11% 26% 12% 51% SOURCE: Data collected through questionnaire. Interpretation:In above pie chart shows that 51% customers of private job consume the wine most.  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 . wine manufacturers must focus on customers in private jobs and entrepreneurs. Other 12% are students and 11% have a govt. Therefore. job those consume the wine. 26% of those having own business consume wine.

Moreover the health consideration can also be built simultaneously. 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 . 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. 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. 10% health purpose and 8% respondent say that they use wine only for experiment.

Interpretation:From the total size of respondents 53% of respondent like to buy wine because of their own preference. 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.  On what occasion do you prefer wine most? Parties 70 Festivals 14 Outing 16 Other 0 Topography Of The Indian Wine Industry Page 53 .PEOPLE PREFER WINE BECOZ 53 25 0 18 4 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 . 14% say that they prefer wine on festivals other 16% use wine when they are outside from home or while travelling.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. Interpretation:On the basis of this graph form the total respondent 70% respondent says that they prefer wine during parties.

but 36% respondent say that it is not easy to find convenient location for purchasing wine.  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 . 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. Interpretation:- With this question researcher want to know that whether the customer find their preferred wines easily or not.

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

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.  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.

Wines 14 Topography Of The Indian Wine Industry Page 58 . It mean that more people prefer wine evening and night.  Name the brands of wine of your choice?(right more than one) Sula 43 Grover 38 Vintage 32 Indage 24 N.D.70 60 50 40 30 20 10 0 MIDDAY EVENING NIGHT MORNING SOURCE: Data collected through questionnaire Interpretation:. so it is useful result for those who want or who have already bar and restaurants.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.

D.D. Only 43 respondents says that they prefer sula vineyards. Wines. These all wines are under the red wine categories than it is found that red wine are more popular compared to white wines. 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.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. 24 indage and 14 says N. Topography Of The Indian Wine Industry Page 59 . 38 write the name of grover. but researcher see that most of the people are not aware about the wine brand.

 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. 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. Topography Of The Indian Wine Industry Page 60 . this question is helpful to know about that customers are aware about the wine flavor or not.

apple wine-48%. Which flavor of fruit wine do you like the most or will prefer?(Write more than one). plum wine-8%. 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. strawberry wine-4%. Topography Of The Indian Wine Industry Page 61 . cherry wine 2%. 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. so more red and white grapes should be growing for produce more red and white wine because these wine are liked by most customers. white grapes-88%. 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 .

very important for 10% and less important for 4% respondent.from hundred respondent 76% says that the flavor is very important from them and 24% say flavor is important. Advertising: . 10%says that advertising is very important for promotion and general awareness about wine and other 6% give very less important. or design and the combination of them.price are important says by 64% respondent from the whole sample size. Price:.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. for 16% respondents have no influence of packaging.52% respondent says that advertising is important for the promotion of the wine and 30% have no influence for advertising. Good packaging: . Topography Of The Indian Wine Industry Page 63 . sign. 50% of respondent says that brand name is important for them. Interpretation:Flavor: . 26% says it is very important and 24% says that advertising have no influence for them. Brand name: . symbol. Good packaging is very important says by 10% and 6% have very less important. no influence tick by 22% respondent.brand name is the name.good packaging is important says by 68% respondent.

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

Also the interstate wine business should be supported by centre government and state government. The consumers are more inclined towards the quality of wine. Thus it is important to provide better quality of packaging along wit h advertisement and other promotional schemes. Other factors like packaging. Topography Of The Indian Wine Industry Page 65 . So it is logical to produce these wines more. so there must be some efforts undertaken to create effective brand awareness. so here is some opportunity for advertising and promotional activities through internet. Thus it is recommended that companies should focus on improvement and maintenance of quality and variety of quality. Most of the customers use wine for enjoyment and some of use it as status symbol. More outlets should be opened for only wine.35 age group. It is found that wine is mostly consumed by people of age between 25. followed by white grapes and apple wine. Behind the use of wine some respondents said that they have their own preference. for these activities wine manufacturer must be supported by the government. But some customers also advocated the use of internet to get the information about the wine. researcher conclude that only 19% female customers and 89% of male use wine. some said that they are recommended by the friends and word of mouth. other big percentage of wine usage lies between 31-35. State governments should provide support for wine manufacturers and its raw material (agricultural products) producers. After study. Recommendations and Suggestions This study is focused on the customers‘ preferences regarding wine.CONCLUSION People age between 25-30 uses more wine. so here is a good indication for those who want to open new bars and pubs in Mumbai. Seventy percent customers say that they like wine in parties. Most of the customers are not aware about brands of wine. branding and promotional schemes are affecting the purchase of wine. It is clear from the study that black grapes wine is liked by most of the consumers.

google. Epub 2005 Jan 15.1 (2008). ‗Business Research Methods‘. Marketing Management.ncbi. No. Strategy formulation and implementation for the wine division of ADP Industries Corporation. http://www. 10 th edition New Allhoff. Philip5 2001. Gupta4 M. D. ‗Marketing Management‘. Sultan Chand & Sons Kotler.78(3):339-44.)5 (2008) Wine and Philosophy Wiley-Blackwell Thomas.wordpress. SEARCH ENGINE: www. International Journal of Wine Marketing.winepsych.ajcn. 2.6 (2000) ―Elements Influencing Wine Purchasing: A New Zealand View‖.nih. ‗Research Methodology‘. Wine preference and related health determinants in a U. 2005 Jun 1.2. by Aaron A. 466-472. Palileo. (2007).nlm. McGraw Hill Companies.R. analysis planning control..com/2010/05/24/wine-drinkers-tend-to-have-a-healthier-lifestyle/  www. New Delhi. national sample of young adults http://www. © 2002 American Society for Clinical Nutrition http://www. August 2002  Wine preference may reveal aspects of your personality.gov/pubmed/15893165 Topography Of The Indian Wine Industry Page 66 .com  British Psychological Society Magazine ‗The Psychologist‘. New Delhi. Cooper. New Delhi. 2007 Business Statistics.P.com Web sites  American Journal of Clinical Nutrition. March 24. A. p. (Ed.org/cgi/content/full/76/2/466 Vol.S.P.com/?page_id=96  Drug Alcohol Depend.APPENDIX BIBLIOGRAPHY Kothari C. 2010 by douglasgreen http://douglasgreen. Prentice Publication Co. Gupta S. New age International.. 76. Green Pant E & Donald2 (2002). New Delhi. F. and Schindler3. 12.winespectator.

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

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

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

.......... Thank you for your time and patience Topography Of The Indian Wine Industry Page 70 .. Any recommendations and suggestion you want to give for improving wine…………………………………………………………………………………………………………… ………………………………………………………………………………………………………………… …………………………………………………………………………….....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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