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

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

Companies therefore need to focus on the quality segment of the wine offering to be able to compete and sell their wines. pressure on prices and the related need to be able to offer scale advantages. This in turn will ultimately result in consolidation. This will bring about new requirements and challenges. 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.will ultimately result in the expansion phase in the lifecycle of the industry. and cannot continue to rely on government protection. Indian wine companies are expected to adopt various business models in the current scenario. such as increased competition. Topography Of The Indian Wine Industry Page 6 . leaving the emerging phase.

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

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

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

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

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

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

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

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

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

which are undesirable. Topography Of The Indian Wine Industry Page 16 . such as mercaptan.achieve a uniform result. STABILIZATION. FILTRATION Stabilization is carried out to remove traces of tartaric acid. 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. 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. Colored bottles help to reduce damage by light. Also. Stabilization with respect to tartarates may involve chilling of wine that can crystallize tartarates and these crystals can be removed by filtration. 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.

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

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.

Many expos and shows take place throughout India and are generally posted on Indianwine. so other means have been devised to present alcoholic beverages to the public.Opportunities 100 million persons will be legally allowed to drink alcohol (25 yrs. Expos: Wine Expos and wine shows like IFE-India. MARKETING AND ADVERTISING Television: Television advertisements for alcoholic products are illegal in India. Vinitaly India in Delhi. Supermarkets are support wine infrastructure. old) in the next 5 years.com and Sommelier India. Indians still prefer whisky. emerging to distribution Threats The Indian constitution alcohol consumption. 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. Domestic market with increasing disposable income. Advertising for alcoholic beverages is banned. The magazine is written by Indian and international writers. discourages Wine viewed as a “sin” by some. 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. Magazines: Magazines are also prohibited from advertising alcohol except for the Sommelier India magazine which is dedicated to the wine trade in India. 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. Topography Of The Indian Wine Industry Page 21 .

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

produces exquisite qualities in both still and sparkling wines. At present 7. Champagne Indage (CI). Certain promotional strategies. CI at Narayangaon is a pioneer of French style wines in India. Grover Vineyards and Sula Vineyards for indigenous production of quality wines in the country are highlighted. Delhi (23%). Apart from this. The Grovers Vineyards located in southern Karnataka state also exports wines worth $ 4. 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.2 million liters annually. Poor storage and transport facilities in spite of tropical climate are the main problems of wine marketing in the country. E & J Gallo and other private companies. The company has the capacity of producing over 3 million bottles annually.07 L per capita. 72. Maharashtra is leading among the states with 36 wineries and 5.000 cases of sparkling wines. 62. production and marketing of wines in the country. such as easing of tariff barriers for the wines. The company has a good collection of European wine varieties. Eighty percent of wine consumption in the country is confined in major cities such as Mumbai (39%). developing awareness on health benefits of wine and to supply good quality wines in reasonable prices in the domestic market are emphasized. Some of their wines are exported to many European and Asian countries. Bangalore (9%) and Goa (9%).35. which includes 46.PRESENT SCENARIO OF WINE INDUSTRY IN INDIA This paper reviews the nascent Indian wine industry in terms of the area. Contributions made by major wineries such as. There is growing awareness about the wine as a product in the domestic market.000 wine cases are imported mainly by ITDC. Approximately 38 wineries are presently operating in the country with a total production of 6. This company has 200 hectares of vineyards under wine grapes of 35 varieties. Sansula.000 every year. 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 sold every year. Brindco. Sula vineyards at Nashik has new welcome additions to India‘s smarter wine list. This is in contrast to the much higher figures of other drinks such as whisky. brandy and rum sold in the country.4 million liter production.

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

Major Wine markets of the World Out of world‘s total annual production of 32 billion liters‘.0 ― ― ― ― ― 770million liters 750 ― 690 ― 675 ― 611 ― Australia China Gallo (MNC) Portugal In case of Australia.5 2.3 3. Topography Of The Indian Wine Industry Page 25 . that export 230 million liters annually worth more than 1 billion dollars and UK is its major market worth $489 million. the following are among the top countries and MNC‘s have their major share in the world wine market.4 1.6 billion liters Italy Spain US Argentina Germany South Africa 5. France 5.2 1.

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.

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

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

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. it is not as popular. Topography Of The Indian Wine Industry Page 29 . even though they take time to ripen. It has a silky texture. juicy plum fruit taste and just the right amount of acidity. 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. These grapes usually give a high yield.are widely grown in Italy.

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

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

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. PinotGrigio Pinot Grigio is known as Pinot Gris in the US. Anything But Chardonnay" formula that tells us the popularity of the Chardonnay white wine. Gewürztraminer is a type of German wine. Pinot Grigio tastes best when combined with delightful seafood! Pinot Grigio has a citrus aroma. soil. yeast and the aging manner of the wine.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. European Pinot Grigio is acidic than the American Pinot Gris. 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). the name actually means "spicy". 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 . Gewürztraminer has light acidity and crispy bold flavor. Gewürztraminer is a sweet wine that has floral fragrance. fruits. This type of white wine is produced in the cooler parts of the world. Pinot Gris is the second most favorite white wine amongst the wine admirers. oak. There is the "ABC. The more they are pampered. SauvignonBlanc Sauvignon blanc is also known as 'fumé blanc'. vanilla and several spices as well. Chardonnay can be said as the best wine to accompany a great food. the best types of wine they produce. Chardonnay Chardonnay is the most famous and largest selling white wine amongst them all. Chardonnay white wine is medium to highly acidic with the hint of nuts.

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

Fortified wines Topography Of The Indian Wine Industry Page 34 .

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

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

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

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

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

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

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

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

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

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

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

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

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

Interpretation:From the total respondent 40% people of 25-30 age group consume more wine after that 24% consumed by 31-35 age group. and 6% is consumed by above 40. Still 18% by 18-24 age group.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. that‘s why it is suggested that wine manufacturer and shopkeeper must be targeting those customers who lie in between 25-35. 12% by 36-40. 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. Interpretation:From the total size of sample. Topography Of The Indian Wine Industry Page 49 . 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. researcher found that 81% of male customers like the wine and only 19% of female customers like the wine.

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

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

 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 . 15% use wine as status symbol. 10% health purpose and 8% respondent say that they use wine only for experiment. So it is suggested that if any wine manufacturer wants to advertise his wine than it must be basis on the theme of enjoyment.Purpose HEALTH PURPOSE FOR STATUS FOR ENJOYMENT JUST EXPERIMENT 8% 10% 15% 67% SOURCE: Data collected through questionnaire. Interpretation:From the total sample of size which is taken by researcher 67% of respondents prefer wine for enjoyment. in order to attract more customers to this industry. Moreover the health consideration can also be built simultaneously.

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.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 .

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 . Interpretation:On the basis of this graph form the total respondent 70% respondent says that they prefer wine during parties. 14% say that they prefer wine on festivals other 16% use wine when they are outside from home or while travelling.

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? Restaurant 17 at home 20 Bar 55 other {please specify} 8 (OUT SIDE) Topography Of The Indian Wine Industry Page 55 . 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.

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

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. So this is useful finding for those who wants to open bars and restaurants. Other 32% likes wine with nonveg.  When do you normally use wine? Midday 0 Evening 68 Night 32 Morning 0 Topography Of The Indian Wine Industry Page 57 .

D. so it is useful result for those who want or who have already bar and restaurants.  Name the brands of wine of your choice?(right more than one) Sula 43 Grover 38 Vintage 32 Indage 24 N. Wines 14 Topography Of The Indian Wine Industry Page 58 . It mean that more people prefer wine evening and night.70 60 50 40 30 20 10 0 MIDDAY EVENING NIGHT MORNING SOURCE: Data collected through questionnaire Interpretation:.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. Only 43 respondents says that they prefer sula vineyards.D. 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. 38 write the name of grover. but researcher see that most of the people are not aware about the wine brand.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.D. These all wines are under the red wine categories than it is found that red wine are more popular compared to white wines. Topography Of The Indian Wine Industry Page 59 .

this question is helpful to know about that customers are aware about the wine flavor or not. 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 .

As researcher can see in the chart most of the people likes flavor of black grapes-90%. Topography Of The Indian Wine Industry Page 61 . apple wine-48%. cherry wine 2%. so more red and white grapes should be growing for produce more red and white wine because these wine are liked by most customers. apricot wine-2%. plum wine-8%. 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. Which flavor of fruit wine do you like the most or will prefer?(Write more than one). in this question researcher know that about which flavor they are aware. white grapes-88%. strawberry wine-4%.

 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 .

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

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

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

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

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

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

. Where do you prefer to have wine? Restaurant Bar Other {please specify}…………………………………………………………… 11......... ………………………………………… … 5. How important are the following factors for purchasing wine? Please tick (√) Topography Of The Indian Wine Industry Page 69 .. What do You prefer to have with wine? Snacks at home Food (veg..... 14........ ……………………………………... 12. When do you normally use wine? Midday Evening Night Morning 13.10. …………………………………………. non-veg...... 4.. 3. ……………………………………… 2. Name the brands of wine of your choice?(write more than one) 1. ..... Are you aware with the various flavors of fruit wine available in market? Yes No 15..... ……………………………………… 4....) Salad Other {please specify}…………………………......... 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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