TOTAL INDUSTRY IMFL

           
  YEAR GROWTH % +/-
  2007=08 2008=09 2009=10 2008=09 2009=10
  Actual Estimated Projected Expected Projected
Total Industry IMFL          
           
Civil 1006260 1263986 1327000 +25 +5
C.S.D          
           
ENA based products 1006260 1263986 1327000 +25 +5
           
Civil          
C.S.D          
           
R.S.based products          
           
Civil          
C.S.D          
           
Sources of information          
           
1) Market information          
2) From Competitors          
3) Excise Department          
           
 MAJOR PLAYERS
Competitors Performance
MARKET
      SHARE  
COMPANY 2007-08 2008-09 2007-08 2008-09 Growth % +/-
          Over 08-09
JAGATJIT INDUSTRIES LTD. 2800 3000 0.27 0.24 +7
TILAKNAGAR 13576 23700 1.34 1.88 +75
MC DOWELL ) UB SPIRITS 79795 106915 7.92 8.46 +34
HERBERTSON ) 189950 221050 18.87 17.49 +16
SHAW WALLACE ) 62050 53666 6.16 4.25 -16
IDI / TDV ) 22646 21890 2.25 1.73 -3
BDA 1638 1050 0.16 0.08 -56
RADICO KHAITAN 5600 9150 0.55 0.72 +63
MOHAN MEAKIN 30930 39200 3.07 3.10 +27
SEAGRAMS 216600 283890 21.57 22.46 +31
ALLIED DOMECQ/BEAM GLOBAL 2750 2685 0.27 0.22 -2
KHODAY 4000 4900 0.39 0.38 +23
BACCARDI 6675 7255 0.66 0.57 +9
PINE CASK 600 1260 0.05 0.10 +110
OTHERS 366650 484375 36.43 38.32 +32
TOTAL 1006260 1263986 100.00 100.00 +26
 MAJOR PLAYERS, THEIR VOLUMES & SHARES

ENA BASED PRODUCTS CIVIL

  YEAR     GROWTH % (+/ -)
COMPANY 2007-2008 2008-2009 2009-10 2008-09 2009-10
  Actual Estimated Projected Expected Projected
JAGATJIT INDUSTRIES LTD. 2800 3000 6000 +7 +100
MC DOWELL )UB SPIRITS 79795 106915 112260 +34 +5
HERBERTSON ) 189950 221050 232000 +16 +5
SHAW WALLACE ) 62050 53666 54700 -16 +2
TDV ) 22646 21890 23000 -3 +5
B.D.A 1638 1050 1155 -56 +10
MOHAN MEAKINS 30930 39200 41200 +27 +5
KHODAYS 4000 4900 5400 +23 +10
SEAGRAMS 216600 283890 298000 +31 +5
ALLIED DOMECQ/BEAM GLOBAL 2750 2685 2800 -2 +5
W & M/R.KHAITAN 5600 9150 9600 +63 +5
BACCARDI 6675 7255 8250 +9 +10
TILAKNAGAR INDS.LTD 13576 23700 25000 +75 +5
PINE CASK 600 1260 1300 +110 +5
OTHERS 366650 484375 508000 +32 +5
           
TOTAL 1006260 1263986 1328665 +26 +5
MARKET SIZE

  Actual Projected Segmentwise Mkt.Share

  2007-08 2008-09 2007-08 2008-09
         
WHISKIES 700054 931041 70% 74%
         
BRANDIES 198896 208220 19% 16%
         
  45085 55205 4% 4%
         
GINS 6450 9145 1% 1%
         
VODKAS 55775 60375 6% 5%
         
OTHERS - - - -
         
TOTAL 1006260 1263986 100% 100%
         
MARKET SIZE SEGMENTWISE
  Actual Projected Segmentwise MKT Share %
  2007-08 2008-09 2007-08 2008-09
WHISKY        
SCOTCH 10070 16580 1.43 1.78
S.PREM 6050 8706 0.86 0.94
PREMIUM 31390 47775 4.48 5.13
DELUXE 118505 165955 16.92 17.82
REGULAR 188938 212000 26.98 22.77
MEDIUM 10725 7550 1.53 0.81
CHEAP 334376 472475 1.76 50.75
TOTAL 700054 931041 100 100
BRANDY        
PREMIUM 12846 18800 6.45 9.03
REGULAR 147400 177520 74.10 85.60
MEDIUM/ CHEAP 38650 11900 19.43 5.71
TOTAL 198896 208220 100 100
RUM        
PREMIUM 6675 7655 14.80 13.87
REGULAR 38410 47550 85.20 86.13
MEDIUM - - -  
TOTAL 45085 55205 100 100
GIN 6450 9145 100 100
VODKA 55775 60375 100 100
         
OTHERS        
TOTAL 1006260 1263986 100 100
STATE : GOA
  WHOLESALE PRICE   M. R. P. PER BOTTLE
1000 750 375 180 1000 750 375 180 60
BRANDS ML ML ML ML 60 ML 90 ML ML ML ML ML ML
SCOTCH WHISKY                      
100 PIPERS - 8450 - - - - - 870 - - -
PASSPORT - - - - - - -   - - -
VAT 69 6481 6592 6749 - 6935 - - 725 370 - -
BLACK DOG CENT. 9300 7553 - - - - - 900 - - -
BLACK & WHITE - 8990 - - 9790 - - 900 - - -
BLACK DOG 12850 - - - 10846 - - 1350 - - 80
SOMETHING
SPECIAL - 12750 - - - - -   - - -
PREMIUM   - - - - - - - - - -
ANTIQUITY BLUE - 4550 4540 4360       480 240 120 -
ANTIQUITY RARE - 3700 3962 4150 4245 - - 400 - - -
SINGLE MALT - 4150 - - 4625 - - 430 220 115 35
PETER SCOT - 3700 - - - - 380 345 180 95 -
ROYAL
CHALLENGE 2975 3200 3250 3230 3655.62 - 410 345 175 87 35
SIGNATURE 3350 3400 3450 3430 3420 - - 365 85 90 35
HAIG - 4719 - 4957 5211 - - 500 - - -
GENESIS - - - - - - - - - - -
MCD PREMIUM - - - - - - - - - - -
OAKEN GLOW - - - - - - - - - - -
BLENDER PRIDE - 3170 3220 3220 - - - 325 170 85 -
DYC - 1950 1950 1950 - - - 250 - - -
DELUXE         - - - - - - -
ROYAL STAG - 1640 1675 1735 - - - 170 90 50 -
DSP BLACK - 1235 1225 1275 -   - 135 67 35 -
MCD NO.1 - 1700 1690 1730 1900 1747 - 185 90 47 -
DIET MATE - 1700   1730 - - - 175   47 -
ARISTOCRAT
PREMIUM - 1635 1635 1635 - - - 175 85 45 -
AC BLACK - - - - - - - 175 85 45 -
B& G WHISKY - 1938 1986 2015 - - - 175 85 45 -
MASTER STROKE - 1615 1655 1655 - - - 170 90 45 -
CENTENARY - - - - - - - - - - -
ROYAL MIST - 1651 1608 1700 - - - 175 85 45 -
SPECIAL
APPOINTMENT - 1530 1530 1530 - - - 170 85 45 -
SENATE ROYAL
WHISKY - 1605 1605 1605 - - - 165 85 45 -
ROYAL CLASSIC - 1887 - - - - - 165 - - -
   WHOLESALE PRICE   M. R. P. PER BOTTLE
1000 750 375 180 60 90 1000 750 375 180 60
BRANDS ML ML ML ML ML ML ML ML ML ML ML
WHISKY REGULAR                      
ARISTOCRAT New
Improved   1150 1150 1150 - - - 150 80 45  
DSP 1037 1142 1142 1132 - - - 130 60 30  
OCW 1008 1066 1112 1113 - - - 120 60 30  
BAGPIPER - 1175 1125 1125   - - 130 60 30  
8.00 P.M. 1092 1132 1132 1132 - 1086 - 120 60 30  
GREEN LABEL - 1175 1125 1125 - - - 130 60 30  
SOLAN NO.1 - 1142 - - - - - 120 62 32  
DERBY SPECIAL - 1212 1223 1233 - - - 120 62 32  
IMPERIAL BLUE - 1250 1250 1345 - - - 130 70 40  
AC NEAT - 1150 1150 1150 - - - 130 70 40  
                       
CHEAP                      
BONNIE SCOT - 625 - 625 - - - 70 - 16.5  
AC SEKC - 935 935 935 - - - 110 - -  
HAYWARDS - 566 566 566 - - - 60 32 16  
REAL BLUE LABEL - 642 652 662 - - - 55 28 15  
                       
  BRANDIES   WHOLESALE
    PRICE        M.  R. P. PER BOTTLE
       
AC VSOP BRANDY 1000 - 750935 375935 180935 60   90   
1000 750 110 375 - 180 - 60 
COURIER NAPOLEON
BRANDS ML ML ML ML ML ML ML ML ML ML ML
BRANDY
RUM       1081  1092   1109   -   -   -   120   60   30   
MANSION HOUSE
BACCARDI 3481- 3743 1532 37911532 39831525 4740 - - - 485 - 390170 200 90 10545  
40
HONEY BEE
HAVANA CLUB - - 4050999 - 1009 4560 1027 - - - - - - 430115 - 57 - 30  -
ROYAL
OLD MONKCHOICE BRANDY - 742 990997 990 1020 1000
1029 - - - - - - 110105 55 55 3028  -
B & G BRANDY
ROYAL TREASURE WR - - 1085 1717 - 1771 -1800 - - - - - - 110165 - - - -  -
 
MCD CELEBRATION -   1010   1010   1070   -   -   -   110   55   30    -
CHEAP
FORT WILLIAM -   894   903   -   -   -   -   95  50  25    
HONEY GUIDE
CAPTAIN BRANDY
MORGAN - - 3629520 - 430 3750 455 4304 - - - - - 380 45 - 23 9512 -  
HAWARDS
BARCADI BRANDY
RESORVA - - 3451450 - 460 - 490 4186 - - - - - 360 35 - 20 - 12 35  
GOLDEN GRAPE
BERMUDA - - 874   903   1035   - - - - - - 95   50   25      
COLOMBIA
BLACK BRANDY
MISCHIEF RUM - - - 420 -   - 460 - - - - - - - 35 -   - 10    
  GOLCONDA BRANDY   -               -   -   -                
GINS                      
BLUE RIBAND GIN - 1175 1248 1274 - - - 130 65 35  
MANSION HOUSE - - - - - - - - - -  
PARADISE - - - - - - - - - -  
SEAGRAM DRY - 1725 - - - - - 185 - -  
GILBEYS DRY - - - - - - - - - -  
                       
VODKA                      
FUEL - 1650 1700 1780       185 - 50  
FLING - 3132 - 3391 - - - 330 175 85  
SMIRNOFF 3446 3553 3649 3892 4146 - - 375 190 100  
ROMANOV - 1085 1075 1130 - - - 120 65 35  
WHITE MISCHIEF - 1085 1096 1114 - - - 115 60 32  
ALCAZAR 912 1074 1085 1157 - - - 115 60 32  
MAGIC MOMENTS - 1615 1655 1655 - - - 175 - -  
CLASS VODKA - 1130 1120 1185 - - - 115 60 35  
 BRANDWISE PERFORMANCE

WHISKIES   2007-2008 2008-2009 % Segment Mkt. Share

    Actual Actual Growth 2007-2008 2008-2009
Scotch   10070 16580 +65 100 100
Super Premium Peter Scot 4000 4900 +23 66 56
  Antiquity / Blue 1600 3351 +109 27 38
  Single Malt 450 455 +1 7 6
  Total 6050 8706 +44 100 100
Premium RCW 7425 10900 +47 24 23
  MCD Signature 20565 29800 +45 66 62
  MCD Premium - - - - -
  Oaken Glow - - - - -
  Blender's Pride 3400 7075 +108 10 15
  Total 31390 47775 +52 100 100
Semi-Premium ACP 400 550 +38 - -
  ACP Black - - - - -
  MCD No.1 32600 45300 +39 27 27
  Royal Stag 74500 111800 +50 63 68
  DSP Black 595 6865 +1054 5 4
  Master Stroke 2750 350 -686 2 -
  Red Knight - - - - -
  Diet Mate 700 - - - -
  Special Appointment - - - - -
  Royal Classic 1100 860 -28 1 1
  Senate 530 230 -130 1 -
  Total 118505 165955 +40 100 100
IV (b) BRANDWISE PERFORMANCE
2007-
WHISKIES   08 2008-09 % Segment Mkt. Share
    Actual Actual Growth 2007-08 2008-09
Regular Aristocrat - - - - -
  Aristocrat New Improved 25 250 +900 - -
  AC Neat 700 400 -75 - -
  Dir. Special 26425 21250 -24 14 10
  Bagpiper 4800 7650 +59 3 4
  Officer's Choice 1638 550 -198 1 -
  Green Label 11900 14650 +23 6 7
  Imperial Blue 137000 161100 +18 73 76
  Diplomat - - - - -
  Solan No.1 - - - - -
  8 P.M. 4600 5400 +17 2 3
  Derby Special 1600 550 -191 1 -
  Total 188688 211800 +12 100 100
Medium Bonnie Scot 1225 1600 +31 - -
  Binnie's Fine - - - - -
  Haywards Fine 9500 5950 -60 3 1
  Real Blue 318000 465000 +46 97 99
  AC Sekec 250 200 -25 - -
  Royal Choice - - - - -
  Sumo - - - - -
  Presidents Pride - - - - -
  Total 328975 472750 +44 100 100
Cheap Others Loca l- Old Bill 16376 7475 -119 100 100
  Total 16376 7475 -119 100 100
 BRANDWISE PERFORMANCE

2007-
WHISKIES   08 2008-09 % Segment Mkt. Share
    Actual Actual Growth 2007-08 2008-09
BRANDY Binnies' Brandy AC VSOP - - - - -
  Old Amiral - - - - -
  Napoleon 470 4670 +894 - 2
  Honey Bee 147000 172850 +18 74 83
  Mansion House 12376 18800 +52 6 9
  V.S.O.P. 200 - - - -
  Haywards - - - - -
  Honey Guide 38650 11900 -225 20 6
    200 - - - -
  King's Brandy - - - - -
  Total 198896 208220 +5 100 100
RUM Aristocrat - - - - -
  Old Monk 30930 39200 +27 69 71
  Mcd. Celebration 6880 8350 +21 15 16
  Royal Treasure White - - - - -
  Captain Morgan - 200 - - -
  Bacardi Res. 200 510 +155 - 1
  Bacardi Lemon 425 650 +53 1 1
  Bacardi 6050 6095 +1 14 11
  Local Cheap 600 - - 1 -
  Hawana Club - 200 +100 - -
  Bermuda - - - - -
  TOTAL 45085 55205 +22 100 100
IV (b) BRANDWISE PERFORMANCE
2007-
WHISKIES   08 2008-09 % Segment Mkt. Share
    Actual Actual Growth 2007-08 2008-09
Regular Aristocrat - - - - -
  Aristocrat New Improved 25 250 +900 - -
  AC Neat 700 400 -75 - -
  Dir. Special 26425 21250 -24 14 10
  Bagpiper 4800 7650 +59 3 4
  Officer's Choice 1638 550 -198 1 -
  Green Label 11900 14650 +23 6 7
  Imperial Blue 137000 161100 +18 73 76
  Diplomat - - - - -
  Solan No.1 - - - - -
  8 P.M. 4600 5400 +17 2 3
  Derby Special 1600 550 -191 1 -
  Total 188688 211800 +12 100 100
Medium Bonnie Scot 1225 1600 +31 - -
  Binnie's Fine - - - - -
  Haywards Fine 9500 5950 -60 3 1
  Real Blue 318000 465000 +46 97 99
  AC Sekec 250 200 -25 - -
  Royal Choice - - - - -
  Sumo - - - - -
  Presidents Pride - - - - -
  Total 328975 472750 +44 100 100
Cheap Others Loca l- Old Bill 16376 7475 -119 100 100
  Total 16376 7475 -119 100 100
Distribution of population Decennial Growth of Population
Indicator Year Area India Goa Indicator Year India Goa
Distribution Rural 74.29 58.99 Decennial 1981 24.66 26.74
of 1991 Urban 25.71 41.01 Growth/ 1991 23.85 16.08
Population % Rural 72.22 50.24 variation 2001 21.34 15.21
  2001 Urban 27.78 49.76

Source: Census
of India Source: Statistical Handbook of Goa, Directorate of Planning,
Statistics & Evaluation, Government of Goa

Indicator Year India Goa No of Tourists Annual

Growth
Density of 1991 267 316 Year Domestic Foreign Total %
popularion 2001 324 364 2001 1120242 260071 1380313 8.8
(Per Sq. km) 2002 1325296 271645 1596941 15.7
2003 1738330 291408 2029738 27.1
Source: Census of India 2004 2085729 363230 2448959 20.1
2005 1965343 336803 2302146 -6
2006 2001867 339782 2341649 1.7
2007 2046380 342187 2388567 1.96
2008 2089568 312497 2402065 0.56
Source: Economic Survey 2008-09, Directorate of Planning Statistics and Evaluation,
Government of Goa