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The Indian
wine market is a fast emerging wine market. The total market size was only
about 600,000 bottles in 1997 has today grown to over 2 million bottles. The
average growth rate is expected to continue at about 20% for the next 5
years or so. The increase in market size and expected growth rate is due a
combination of various factors. The main factors attributable to this fast
growth can be enumerated as below:
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Increasing social acceptance of drinking of
alcoholic beverages.
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Increasing awareness of wine as a separate
drink other than spirits.
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Increasing spend on corporate and personal
entertainment.
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Increasing health consciousness.
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Increasing awareness in Govt. authorities to
encourage wine drinking compared to spirits.
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Increasing awareness and knowledge about
wines from different regions of the world.
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Increasing tendency to try newer products /
brands.
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Increasing awareness in Govt. to encourage
wine drinking over spirits.
The market leader in India in
terms of market share, availability and brand recognition is Chateau Indage.
The other players are Grover Vineyards and Sula Vineyards. The respective
market share of each player is as under:
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Winery |
1997 |
2002 |
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Indage |
300,000 |
1,000,000 |
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Grover |
150,000 |
250,000 |
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Sula |
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150,000 |
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Imported |
150,000 |
500,000 |
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Total In
Bottles |
600,000 |
1,900,000 |
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The above
statistics does not include port wine made in Goa which is produced and sold
locally in Goa state. The port wine made in Goa is generally synthetic wine
made from molasses alcohol and blended with grape spirit etc. This wine is
generally sold in the price range of Rs.50/- to Rs.80/- per bottle.
The consumption pattern
is highly skewed. The total market consumption pattern can be enumerated as
below:
West
North South East
% market share 50%
40% 10% Nil
The
distribution pattern and controls vary in each state. Some of the states
like, Delhi, Rajasthan, Goa, and Chennai etc. do not allow sale of imported
wine.
However a new
category was added by Indage in the year 2000 by importing bulk wine from
California, France, Chile & Australia. This wine was bottled by Indage and
marketed as imported but bottled in India. The labels show as wine from a
particular country e.g. wine imported from Cranswick of Australia show
“Cranswick Shiraz – Australia” The original label as in Australia of
Cranswick is allowed to be put on the bottles. These wines are sold in the
price category of Rs.560/-
The wines
imported in bulk and bottled here attract a lower rate of duty than finished
bottles.
The wines from
new world especially from Australian, South Africa & Chile etc. have an
opportunity to take up the market leader stance due to following reasons:
- Varietals available.
- Increasing consumer
awareness about New World Wines.
- User friendly.
- Universal acceptance
and appeal of New World Wines.
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