Vora Sir

INDIAN WINE
INDUSTRY REPORT
2004-2005
DSM Marketing Pvt. Ltd. Copyright 2005

Indian Wine Industry Report 2005
Table of Contents
Section 1 Introduction to Indian Wine
1. Executive Summary
2. History of Indian Wine
3. Current Scenario
4. Categories
5. Wine grape growing regions
Section 2 Indian Wine Market Analysis
1. Market Size
2. Market Share
3. Porter’s five Forces Analysis
4. SWOT Analysis
5. Price Segmentation
6. Consumer Segmentation
7. Market players and Indian Wineries
8. Key Importers
Section 3 Indian Wine Market Data
1. Indian Wine Market Category-wise, Volume and Revenue
2. Indian Wine Market Region-wise, Volume and Revenue
Section 4 Wine Market Forecast 2006-2010

1. Category-wise, Volume and Revenue
2. Region-wise, Volume and Revenue
Section 5 Wine Rating
1. Indian Wine by Varietals
2. Indian Wine by Price
3. BIO wines by Indian Importers
4. BIO/Bulk wines by Indian producers
Section 6 Key Information for new players
1. Taxation and Duty structure
2. Maharashtra Wine Parks
3. Foreign tourists growth rate
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Annexures
Sales
Annexure 1. Wine market category-wise: Volume 1997-2004
Annexure 2. Wine market category-wise: Revenue 1997-2004
Annexure 3. Wine market category-wise: Volume Growth 1997-2004
Annexure 4. Wine market category-wise: Revenue Growth 1997-2004
Annexure 5. Wine market Region-wise: Volume 1997-2004
Annexure 6. Wine market Region-wise: Revenue 1997-2004
Annexure 7. Wine market Region-wise: Volume Growth 1997-2004
Annexure 8. Wine market Region-wise: Revenue Growth 1997-2004
Projections
Annexure 9. Wine market category-wise: Volume 2005-2010
Annexure 10. Wine market category-wise: Revenue 2005-2010
Annexure 11. Wine market category-wise: Volume Growth 2005-2010
Annexure 12. Wine market category-wise: Revenue Growth 2005-2010
Annexure 13. Wine market Region-wise: Volume 2005-2010
Annexure 14. Wine market Region-wise: Revenue 2005-2010
Annexure 15. Wine market Region-wise: Volume Growth 2005-2010
Annexure 16. Wine market Region-wise: Revenue Growth 2005-2010
Wine Ratings
Annexure 17. Varietal-Wise Indian Wine 2004-2005
Annexure 18. Indian Red Wine by price 2004-2005
Annexure 19. Indian White Wine by price 2004-2005
Annexure 20. Indian Sparkling Wine by price 2004-2005
Other
Annexure 21. BIO wine by Indian Importers 2004-2005
Annexure 22. BIO/Bulk wine by Indian Producers 2004-2005
Annexure 23. Foreign Tourists Growth rate, India – 1995-2005
Annexure 24. Foreign Tourists Growth rate, India – 2006-2010
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SUMMARY
The wine industry report provides extensive information about the Indian wine
market in the context of its size and brands currently available. The report also
details the wine industry projections for the next five years.
The Highlight of the report is the Wine Rating on the quality parameter by an
international qualified wine advisor.
This report will be extremely useful and is a must to new players wanting to invest in
Indian wine market. Currently the Indian wine industry is growing at the rate of 25-
30% per annumn, with few good wine makers.
This report is complied by two professionals after studying the Indian Wine industry
for over a year and personally visiting the wineries and tasting almost all the Indian
wine on the shelves.
Dr. Aakash Singh Rathore LLM
Aakash, born in New York, holds the internationally recognized title of Certified
Wine Advisor, having studied enology in the USA and Europe. He is currently
associated with Delhi University as a Reader in the Dept. of Philosophy.
Sameer Bagul BE, MBA
Sameer, a wine enthusiast, an IIM Calcutta (Premier B-School in Asia) graduate has
experience in Sales and Marketing in consumer goods, education industry.
-4-
HISTORY
The history of wine in India goes back to ancient times, although it’s peak
eras date to the time of British presence. In India, generally, wine tended to be
brought into the culture by various waves of conquerors and sojourners; however,
there are several references to an indigenous production of wine in both North-
western and Western India.
One of the names for wine in ancient India was Drakshasava. Artefacts from
Harappan civilisation indicate indigenous familiarity with wine. In the Vedic period, it
is occasionally argued, wine was known as Somarasa, associated with Indra, and
poured as a libation and drunk at religious festivals. Actually, I doubt this was wine,
but there were certainly some references and uses of wine before Alexander the
Great brought vines with him to northern India. For example, pre-Alexander Shaivite
cult practices – in this sense analogous to Greek Bacchic rites – involved the use of
wine as an intoxicant.
Kautilya’s Arthashastra, which dates from somewhere between 321-150BC
(that is, during the Mauryan Empire, which was in the making during Alexander’s
conquests in north-western India), discusses “alcoholic beverages made from fruit,”
though it is not clear that wine proper is meant. And moving ahead to the era of
Mogul rule, the Persians had a famous wine, Shiraz, which was often sent to the
Moguls in India, and later to the British.
From the moment the British set up the Surat factory (1612), wine began
becoming more and more familiar throughout India. Due to the cost of shipping
wine to India, the British planted vineyards, in Surat, and also in Kashmir. Some of
the domestics were drinkable, in spite of the fact that viticulture was hardly known in
India. As the production was really picking up, a phylloxera epidemic destroyed all
the vines in India, just as it had done in Europe as well. Whereas Europe replanted
with resistant (American) root stocks grafted on to superior European vines, India did
not. Thus, from the British landing in Surat in 1608 to today, the vast majority of the
wine drunk in India has been imported.
With the invention of Indian pale ale, beer began to overtake wine
consumption in India in the 1820s, and then from around 1840-1870, brandy began
to be recognised as the drink of choice. At the same time, with soda becoming
widely accessible, whisky became a strong contender. Additionally, around the
1860s, when the Schweppes company began marketing its anti-malaria tonic, gin
began to gain currency as the best means for making tonic palatable. Finally, in the
1920s to 1930s, cocktails became a fad worldwide, and even today in India,
cocktails, whisky soda, rum and brandy are far, far more widely consumed than
wine.
Nevertheless, wine consumption in India is currently increasing at a rate of
over 25% per year and certain domestic wineries yearly sell out their entire stock.
The best cannot keep pace with demand. Indeed, it is expected that wine
consumption in India will grow tenfold to reach an average consumption of about 60
million bottles in the next 7-10 years.
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CURRENT SCENARIO
Today the overall sales are around 600,000 cases a year. Table wines account for
88-90 percent of the market and expensive varieties of vintage wines account for the
remaining 10-12 per cent.
Though the base of the market is small at 6 lac cases / year currently the wine
industry in India is growing at the rate of more than 25% per annumn.
There are three big companies presently making ‘Premium’ wine – Indage, Sula and
Grover Vineyards. Others (Shaw Wallace, McDowells and the six Goa-based
companies) produce cheaper wines from table grapes and the bulk of the Goan
output is consumed within that state itself. However, more and more wineries are
being set up with the aim to produce mainly ‘international style’ wines, namely
Vinsura
While Indage is the market leader, Sula’s volumes grew by over 65 per cent last
year. Already there are more than 30 wineries operational with over 100 Indian
brands. Australians being the best exporters are already here with Howling Wolves
wine Group (HWWG), Ironstone vineyards, Greenpoint wines. Others include
Terraza, Casa Lapostolle from South America along with old liquor majors in India
like Seagram’s and UDV. See the Indian importers list (Page 28). Sopexa, a French
marketing and promotion board has setup office in India with a plan to increase
French wine import in India by 50% in next two years.
In the next few years, there would be over 100 wineries of varying sizes operating in
the country, and with the government support in reduction of duties, the prices would
reduce leading to the growth in this industry. We believe that this will lead to
consolidation in the wine industry with few big players and few small players in the
market.
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CATEGORIES
There are basically three types of wine:
1. Premium Wines (Still wines)
2. Sparkling Wines
3. Fortified wines
This report focuses on the largest and most important category of wines (Premium
wines), ignoring the cheaper country-made concoctions and fortified wines, which
are also not yet made or regarded as quality wines. In the Still wine or premium wine
category the Indian market is divided mainly into two major categories:
White and Red wines. Note: Sparkling is generally considered in White category by
many consumers.
Further all the wines available in the above categories is divided in following three
categories
Domestic Indian Wine

This is the wine, which is produced from Indian grapes and bottled in India by
the domestic wineries.
Foreign Bulk Wine Bottled in India

Few large domestic producers import bulk wine and bottle it in India.
Foreign Wine Bottled in origin

More than 200 brands are currently available in this category that are
Imported by Domestic players, Importers and Foreign players.
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WINE GRAPE REGIONS IN INDIA

The Indian sub-continent has four major wine producing regions
Nasik Region (Maharashtra State)

Location: Western India, Nasik Valley is 2000 ft. above sea level between 19-33’
to 20-53’ North latitude and 73-16’ to 75-6’ East longitude.
Sangli Region (Maharashtra State)

Location: South West Maharashtra; Latitude 16-52’ North, and Longitude 74-36’
east
Both of these regions are extremely good for growing grapes due to its monsoon
rains, rich fertile soil and cool climate. Most of the Indian Wineries are located in
these two regions including the largest Indage and Sula Vineyards.
Bangalore region (Karnataka State)

Location: South West, Latitude: 12- 8' North. Longitude: 77-37' East
Apart from being nation’s IT capital Bangalore because of its cool climate is
suitable for grapes. Grover, third largest wine producer of India, has its winery
situated in Dodballapur, 2000 ft above sea level, 45 km North of Bangalore.
Himachal region (Himachal Pradesh)

Location: 30-22’ to 33-12’ North Latitude and 75-47’ to 79-04’ East Longitude
This region lies in the northern India and is at the same latitude of the South
Californian, Texas and north Florida wine grape growing region.
Though this region is well known for the apples and cider some of the good wine
is produced here.
Temperature varies from 39° C in plains during summer - 20° C in the Alpine
Zone during winters. Rainfall varies from 152 cms to 178 cms in outer Himalayas.
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WINE GRAPE REGIONS
HIMACHAL
REGION
NASIK
REGION
SANGLI
REGION
BANGALORE
REGION
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Section 2
Indian Wine Market

Analysis
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MARKET SIZE 2005

Indian Wine Market - Volume (Cases)
Category 2004-05
Premium Wines (still) 277550
Sparkling wines 49280
Sub Total 326830
Cheap and fortified wines 271920
TOTAL 598750
Indian Wine Market - Revenue (Rs. Crs)
Category 2004-05
Premium Wines (still) 133.2
Sparkling wines 37.0
Sub Total 170.2
Cheap and fortified wines 39.16
TOTAL 209.3
Indian Wine Market – Winery Sales#
Company 1997 2002 2003 2004

Indage 25,000 85,000 100000 110000
Grover 12,500 21,000 35000 42000
Sula 0 12,000 15000 27750
Others 0 0 2000 8000
Imported 12,500 40,000 60000 70000
Total
cases 50,000 158,000 212000 259754
# Company brochures, secondary sources, the actual numbers may vary.
1 Cr. = 10 million
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MARKET SHARE
Champagne Indage Ltd is the current market leader in wines in India with a total
production of over 100,000 cases. Sula is gaining strength and soon poised to take its
market share over Grover.
Market Share 2003
28% Indage
Grover
47% Sula
1%
Others
7% Imported
17%
Market Share 2004
27% Indage
43% Grover
Sula
3%
Others
11% Imported
16%
Market Share 2005 projected
27% Indage
38% Grover
Sula
4%
Others
15% Imported
16%
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Porter’s Five Forces Analysis
Threat of
new
entrants
Bargaining Bargaining
power of power of
consumers Internal suppliers
competitio
Threat of
substitute
s
The model of five competitive forces is applied to the Indian wine industry to
understand and analyze the industry structure in a better manner.
These forces determine the intensity of the competition and hence profitability
and attractiveness of the industry. The objective of these forces is to help
strategize the company’s policies in a way that it improves the position of the
company in the industry.
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The power of suppliers

The wine industry’s main suppliers are the grapes producers based in rural India.
Most of the farmers sell their produce through co-operatives or individually to the
wineries. The market is fragmented with small and medium farmers planting
common Varietals.
The top three wineries, integrating backwards, have planted grapes on hundreds
of acres of land to control the quality of produce, costs and Varietal selection.
However they also have signed long term contract with the local farmers for
primarily common varieties. Contractual farming is a win-win situation for both
farmers and wine producers but still it has long way to go. As wine grape
cultivation yield is very low compared to the table grape varieties farmers are
skeptical about the returns and hence contractual agreement with the wine
producers provide assured income. The farmers are planting common varieties
like Sauvignon Blanc.
A few large and medium farmers have planted Zinfandel and Chardonnay and
have higher bargaining power for these Varietals. The industry has also seen
forward integration with large farmers starting new wineries however are unable
to sell their product due to lack of expertise and understanding of the consumer
market.
As the wine industry will move from its current expansion phase to consolidation
phase and increased volumes the suppliers will be able to see increased profits.
The other suppliers of bottles and corks (read importers) have good bargaining
power due to non-availability of corks in India and better glass quality than Indian
bottle manufacturers.
The power of Consumers

Traditionally the wine consumer was in the niche segment and had fewer options
for Indian wine. The good wine in India was very expensive and the less
expensive wine was of very poor quality. The wine was never meant for the
masses. However growing awareness and changing lifestyles have changed this
scenario and suppliers today are forced to offer lower prices to the consumers.
The capacity increase is also responsible for the downturn of the prices. The
power of consumers is going to be high as the market increases and more
market players offering better quality wine.
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The threat of New Entrants

The wine industry is not very capital intensive and with the government subsidies
it is easier for new players to enter in the market. The current government
policies are pro new wineries with zero excise duties and low license fees.
However the brand equity of old players and the economies of scale they enjoy
seriously threaten the new entrants. The industry and the products require
extensive brand building efforts to create awareness and acceptability. The new
players not only have to improve the quality of the wine but also have to have
deep pockets to spend heavily on brand building efforts to sustain themselves
The good news for the new players is that the distribution channels are open to
new players willing to invest long term in the trade.
The threat of substitutes

“A threat from substitutes exists if there are alternative products with lower prices
of better performance parameters for the same purpose”
Substitutes like beer and spirits pose a serious threat to the wine industry, as
their market is phenomenally bigger and growing and consumers switch very
easily to these alternatives. However the wine producers do not have to worry as
the wine industry has grown in the midst of these substitutes and carved a niche
for itself with loyal consumers. The wine has an inherent advantage of being the
healthier option to the empty calories of spirits and beer.
Rivalry between the existing players

The competition between the existing players has intensified with every one
trying to grab the share of small but increasing market though the market growth
rates are high it is on the smaller base. The current three big players in coming
years will be of similar size and compete with each other. The new entrants are
trying to offer better trade discounts to increase volume. There is however a huge
possibility that the market consolidation will lead to few large players along with
some small players creating product differentiation and co-existing with
sustainable market shares.
The need of the market is everybody working together to increase the market by
creating awareness and educating the customers about the wine drinking
benefits. Big players along with the government should come together to create a
regulatory body for controlling the quality and creating awareness programs
across the country. Foreign players entering India will pose threat to Indian
wineries due to two main weaknesses of Indian players viz, poor quality of wine
and low investment.
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Conclusion
The five forces model along with the SWOT analysis (see next page) provide
new players insight into the current market dynamics and will help to plan their
business strategy to improve their position in the industry. The new players have
to influence the five forces in the interest of their businesses and strive hard to
reduce the effect of these forces.
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SWOT Analysis of the Market
Strengths Weaknesses
1. Nascent Stage, few players 1. Poor Quality of wine

2. Growth rate per annumn 30% 2. Poor awareness on wine
3. Urban population increasing 3. Stringent and regressive
every year government rules with
4. Good Climate for growing different taxation across
wine grapes various states.
4. High custom duties and levies
for foreign players.
Opportunities Threats
1. Large domestic market with
increasing disposable income 1. New players entering market
2. Population changing lifestyle at fast pace
accepting new trends 2. Foreign players entering with
3. Export Potential to rest of the tie ups with better quality
world. (Refer page 55)
4. Growing Tourism in India
(Refer Annexure #)
Suggestions
As you have noticed that the Indian wine market if growing with phenomenal
numbers, the base is smaller. Any new player will have to invest substantially to
increase awareness about the wine and its benefits. The wine producers will have to
work closely with the Indian government to achieve this cultural change which might
seem slow in the beginning.
The top of the line marketing budgets of all new entrants should be high. The new
player should invest in creating a strong association for its products and thus create
‘pull’ in the market, rather than ‘push’ strategies adopted by the current players.
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PRICE SEGMENTATION
Remarks
Price INR Price ($) Varietals Brands
Poor quality red wines Indage's
<200 < $4.5 made by small players, lowest brand Poor reds
Local Varietals. Isabella Figueira
Bluestar
introduced
Sula's madera
their cheap
200-250 $4.5 - $5.5 Local varieties and Indage's
variant in
vinballet
the name
of Evita
Dajeebah's
250-300 $5.5 - 6.5$ Local varieties rose, Sailo
Red wine
Three good Chenin Indage's
300-350 $6.5 - $8 Blanc by new players in largest selling For whites
this segment brand Riviera
Indage's
The most Most
Almost all cheap
Largest segment, popular Grover's
players have sparking
350-400 $8 - $9 Cabernet shiraz, SB, price wine in
at least 2-3 wine in
Rose segment, this
brands this
mostly reds segment
segment
Indage's
400-450 $9 - $10 Few brands malbec
and Zin
again Indage's
Grover's
450-500 $10 - $11 Indage's Dominance mostly Excellent
La reserva
whites Shiraz
ND had placed
its few For
Sparkling wines of
500+ $11 + products here, sparkling
Indage and Sula
which did not segment
sell
Note: The prices are per bottle of 750 ml, without any local sales tax.
- 18 -
CONSUMER SEGMENTATION
The Indian Market largely can be classified into two Segments
1. Domestic
2. Foreign Tourists
The Domestic
1. Urban
The Urban population amounts to 48% of the total
population in India and the target segment
amounts to 1% of the total urban population.
E.g the Total Population of Mumbai is 1.5 crs
The Total Urban population is 70 lacs, so the
target population is 7 lac.
The characteristics of the target urban population
a. Income above Rs.10 lac+
i. Self employed
ii. Service class
b. Income between 3 lac to 10 lac (Great
Indian Middle Class)
i. Highly educated upwardly mobile
ii. Small business families
iii. DINKS
c. Income between 3 – 6 lac
i. Upper Middle class
2. Rural
a. Large farming community
b. Small business class
c. Govt. Service class
Foreign
The tourism boom has resulted in 2.5 million of tourist visiting India last year with
a projected growth of 15 %.
Embassies in the country also provide good market for Indian wines.
Note: 10 lacs = 1 million
- 19 -
MARKET PLAYERS AND WINERIES

There are numerous producers small and big across four major wine producing
regions in India. There are private individuals spreads out all over the country
trying their hand at producing wines in their own back gardens. But the major
producers, listed in alphabetical order, are these:
BOSCA (Baramati Grape Industries)

BLUESTAR WINERY
DAJEEBAH WINES (Datacone Wine Industry)
FLAMINGO WINES
GROVER VINEYARDS
INDAGE (Champagne Indage)
N.C. FINE WINES
N.D. WINES
PRATHMESH WINES
PRINCESS (In-Vogue Creations)
PYRAMID WINES
RAJDHEER WINES
RENNAISSANCE WINES
SAILO WINES (V.M. Agrosoft)
SAI KRIPA WINERY
SHAW WALLACE
SULA VINEYARDS (Samant Soma Wines)
VINBROS & CO.
VINICOLA
VINSURA (Sankalp Winery)
#For prices refer the annexures.
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BOSCA Baramati Grape Industries

Address: P.O. Pimpali, Tal. Baramati, District Pune, MS, 413 102
Capacity: 300,000 litres
Operations from:
Brands/ Varietals
1. Riesling
2. Red Wine
3. Rosé Wine
Bosca also produce two fortified wine brands
1. Sherry
2. Vermouth Torino
BLUESTAR WINERY
Address: Chakan, Pune
Operations from: 2004
Brands/ Varietals
1. Sauvignon Blanc
2. Chenin Blanc
3. Shiraz
DAJEEBAH WINES (Data cone Winery)

Address: 271, Samrajya, Sangliwadi, Sangli, MS, 416416
Brands/Varietals
1. Sauvignon Blanc
2. Chenin Blanc
3. Cabernet Sauvignon
4. Shiraz
5. Chardonnay
6. Zinfandel
7. Merlot
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8. Shherly Dry Red Wine

9. Balleee Sweet Red Wine
FLAMINGO WINES
Address: C U 4, MIDC Vinchur, Tal. Niphad, Dist. Nasik, 422 305, M.S
Capacity: 100,000
Brands/Varietals
1. Chenin Blanc
2. Sauvignon Blanc
3. Zinfandel
4. Cabernet-Shiraz
GROVER VINEYARDS
Address: Ragunathpura, Dodballapur Taluka, Bangalore District
Capacity: N.A
Operations from:
Brands/Varietals
1. Brut
2. Demi-sec Rosé
3. Blanc de Blanc
4. Shiraz Rosé
5. La Reserve Red Wine
6. Cabernet-Shiraz
7. Sauvignon Blanc
8. Viognier-Clairette
INDAGE (Champagne Indage)

Address: A/p Narayangaon, Tal. Junner, Dist. Pune, M.S
Capacity: N.A
Brands/ Varietals
EXPORT ONLY
1. Anarkali Red
2. Chhabri White
3. Omar Khayam BRUT
4. Soma Red
- 22 -
5. Soma White
6. Tantra – Arkavati
7. Tantra – Baramati (red)
8. Tantra – Baramati (blush)
SPARKLING WINE
1. Joie, cuvee close non-vintage.
2. Marquis de Pompadour, Brut.
3. Chateau Indage Ivy Brut
VARIETALS
1. IVY Viognier
2. IVY Semillon/Chardonnay
3. IVY Shiraz
4. IVY Sauvignon/Semillon
5. IVY White Zinfandel
6. IVY Malbec
7. IVY Chenin/Muscat
FEW VINTAGE WINES
1. Chantilli Chardonnay
2. Chantilli Cabernet Sauvignon
3. Riviera Red Wine
4. Riviera White Wine
N.C. FINE WINES

Address: A/p. Nerlie, Tal. Kadegaon, Dist. Sangli
Brands/Varietals
1. Fouray Red Wine
N.D. WINES ( Own labels discontinued since 2005)

Address: Pimpalgaon, Wani Road, At Po. Khedgaon, Tal. Dindori, Dist. Nasik,
422205.
- 23 -

Brands/Varietals
1. N.D. Sauvignon Blanc
2. N.D. Cabernet Sauvignon
3. N.D. Chenin Blanc
4. N.D. Syrah
5. N.D. Cabernet-Syrah
6. N.D. Spaga (Sauvignon Blanc)
7. N.D. Spaga (Cabernet Sauvignon)
8. Hoor
# ND is providing its entire wine to Sula.
PRATHMESH WINES
Address: Pimpaldar, Tal. Satana, Dist. Nashik, M.S
Brands/Varietals
1. Red Wine (Cabernet Sauviogon)
2. White Whine (Chenin Blanc)
3. Rosé Wine
PRINCESS (In-Vogue Creations)

Address: Taloja, Near Thane, MS
Brands/Varietals
1. Princess White Wine
2. Princess Red Wine
PYRAMID WINES
Address: MIDC Area, Plot No. E-200, Baramati, Dist. Pune, M.S
Brands/Varietals
1. Yellow Stone
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RAJDHEER WINES
Address: Bhilwad, Post. Kapsi, Tal. Deola, Dist. Nashik, 423 120, M.S
Brands/Varietals
1. Le Vino Red Wine
2. Aurum White Wine
RENNAISSANCE WINES
Address:
Brands/Varietals
SAILO WINES (V.M. Agrosoft)

Address: A/p. Pimpalgaon Baswant, Tal. Niphad, Dist. Nashik, 422 209, M.S
Brands/Varietals
1. Et Tu Brutus
2. Mark Antony
SAI KRIPA WINERY

Address: Wine Park, Pulose, Sangli, MS
Brands/Varietals
SHAW WALLACE
Address: Reg. Off: Gulab Bhawan, 6 Bahadur Shah Zafar Marg, New Delhi 110
002
Winery is based in Bangalore
Brands/Varietals
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1. Golconda Ruby Wine
SULA VINEYARDS (Samant Soma Wines)
Address: Gat 35/2, Govardhan, Off Gangapur Road, Dist. Nashik, M.S
Brands/Varietals
Sparkling:
1. Sula Brut
2. Sula Seco
Whites:
3. Sauvignon Blanc
4. Chenin Blanc
5. Madeira white
Reds:
6. Sula Cabernet/Shiraz
7. Madeira red
Rosés:
8. Blush zinfandel
9. Madeira rosé
VINBROS & CO.

Address: 23, Romain Rolland Street, Pondicherry
Brands/Varietals
(1) Globus Port Wine
(2) Vinbros Red Magic ruby red wine
VINICOLA
Address: 248 Borda, Margao, 403602, Goa
Brands/Varietals
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1. Casal Red – Slightly sparkling red wine

2. Casal White – Slightly sparkling white wine
3. 28 Carats Red
4. 28 Carats White – Sparkling white wine
5. Apple Champagne – Sparkling wine made with apple extracts
6. Sangria – Slightly sparkling sweet wine
7. Conde de Monte Cristo – Dry white wine
8. Adega de Velha
9. Vino Branco Doce – Sweet white wine
10. Vinicola Riesling – Dry white wine, probably not really made with Riesling
11. Vinicola Cabernet – Dry red wine, perhaps made from Cabernet
12. Vinicola Muscatel – Sweet white, perhaps made from Muscat
13. Vinicola Medallion – Dry white wine
14. Vinicola Rose Wine – Sweet, light pink wine
15. Vinicola Ruby Wine
16. Granjo
17. Colva Brut
VINSURA (Sankalp Winery)

Address: A/p Vinchur, Tal. Niphad, Dist. Nashik, M.S.
Brands/Varietals
1. Cabernet Sauvignon
2. Zinfandel
3. Syrah
4. Sauvignon Blanc
5. Chenin Blanc
6. Symphony (local variety)
- 27 -
OTHER WINERIES
Girana Valley Wine Yard
A/p. Bhaoor, Tal. Deola, Dist. Nashik, M.S.
Indogrape Winery
A/p. Gopalpur, Tal. Pandharpur, Dist. Solapur, M.S.
Kalyani Wines and Beverages

Maya Hospital, Mayni Road, A/p. Vita, Tal. Khanapur, Dist. Sangli, M.S.
Maharaja Winery
Arogya Vignon Vidyapeeth, A/p. Dhakambe Shivar, Tal. Dindori, Dist. Nashik,
M.S.
Mohini Wineries
Gat No. 321, A/p. Akolekati, Tal. North Solapur, Dist. Solapur, M.S.
Sahayadri Hills Vineyards

271 Samrajya, Sangliwadi, Dist. Sangli, 416416, M.S.
Shivprasad Wines
Kakasaheb Wagnagar, A/p. Ranwad, Tal. Niphad, Dist. Nashik, M.S.
Note: The above list of wineries and its products is not exhaustive.
- 28 -
KEY IMPORTERS
The total current imports in India amount to 90000 cases from all the importers.
This number is growing at over 30% with list of importers increasing every year.
Sonarys Co-Brands Pvt. Ltd. Mumbai

G-12, Creative Industrial Estate, NM Joshi Marg
Mumbai-400011
91-22-56669111
Brindco Sales ltd. Delhi

S-53 Okhla industrial estate, Phase II
New-Delhi-110020
# 91-11-51616424
Mohan Brothers Delhi
RR International Delhi
Global Tax Free Traders Inc Delhi
Kiara Wines Mumbai

BJ Patel Road, Malad West
Mumbai –400064
91-22-28827033 / 0743
Fairmacs Shipstores Pvt. Ltd. Chennai

14, Moore Street,
Chennai – 600001
91-44-25231383 / 84 / 85
Star X wines Delhi
Echidna Wines Mumbai
Please see Annexure 21 for the list of wines imported by Indian importers.
Please see Annexure 22 for list of wines imported by Indian Wine Producers
- 29 -
Section 3
Indian Wine Market

Data
- 30 -
Indian Wine Market Category-wise

Annexure 1
VOLUME – CASES
Category
1997 2001-02 2002-03 2003-04 2004-05
Premium Wines (still) 40000 120000 172000 209840 272792
Sparkling wines 10000 30000 35000 39200 43120
Sub Total 50000 150000 207000 249040 315912
Cheap and fortified wines 100000 220000 240000 247200 271920
TOTAL 150000 370000 447000 496240 587832
Annexure 2
REVENUE (Rs. Crores)
Category 1997 2001-02 2002-03 2003-04 2004-05

Premium Wines (still) 16.8 57.6 82.56 105.8 130.9
Sparkling wines 6 21.6 25.2 29.2 32.3
Sub Total 22.8 79.2 107.7 134.9 163.3
Cheap and fortified wines 12 29.04 34.56 35.60 39.16
TOTAL 34.8 108.2 142.3 170.5 202.4
REVENUE (USD million)
Category 1997 2001-02 2002-03 2003-04 2004-05

Premium Wines (still) 3.7 12.8 18.3 23.5 29.1
Sparkling wines 1.3 4.8 5.6 6.5 7.2
Sub Total 5.1 17.6 23.9 30.0 36.3
Cheap and fortified wines 2.7 6.5 7.7 7.9 8.7
TOTAL 7.7 24.1 31.6 37.9 45.0
- 31 -
Indian Wine Market Category-wise

Annexure 3
Volume Growth
Category 1997-02 2002-03 2003-04 2004-05

Premium Wines (still) 200% 43% 22% 30%
Sparkling wines 200% 17% 12% 10%
Sub Total 200% 38% 20% 27%
Cheap and fortified wines 120% 9% 3% 10%
TOTAL 147% 21% 11% 18%
Annexure 4
Revenue Growth
Category 1997-02 2002-03 2003-04 2004-05

Premium Wines (still) 243% 43% 28% 24%
Sparkling wines 260% 17% 16% 11%
Sub Total
247% 36% 25% 21%
Cheap and fortified wines 142% 19% 3% 10%
TOTAL 211% 31% 20% 19%
- 32 -
Indian Wine Market Region-wise

The Region-wise sales are only for PREMIUM WINES (Still and Sparkling)
Regions
North- Delhi, Chandigarh

South- Bangalore, Hyderabad, Kerala, Goa
West- Mumbai
East- Calcutta, Guwahati, Orissa
Annexure 5
PREMIUM WINES, VOLUME - CASES
Region 1997 2001-02 2002-03 2003-04 2004-05

North 14000 40000 56000 67200 86016
South 10000 32000 44000 50600 60720
West 24000 67000 95000 114000 147060
East 3500 11000 15000 16800 19320
TOTAL 51500 150000 210000 248600 313116
Annexure 6
PREMIUM WINES, REVENUE- Rs. (CRORES)
Region 1997 2001-02 2002-03 2003-04 2004-05

North 7 21 30 38 47
South 5 16 23 27 31
West 12 35 50 64 81
East 2 5 7 9 10
TOTAL 25 77 110 137 169
PREMIUM WINES – REVENUE, USD (Million)

Region 1997 2001-02 2002-03 2003-04 2004-05
North 1.5 4.7 6.7 8.4 10.6
South 1.1 3.6 5.0 5.9 6.9
West 2.6 7.7 11.1 14.3 18.0
East 0.4 1.2 1.6 1.9 2.2
TOTAL 5.5 17.2 24.6 30.6 37.6
- 33 -
Indian Wine Market Region-wise

Annexure 7
PREMIUM WINES, VOLUME- GROWTH
Region 1997-02 2002-03 2003-04 2004-05

North 186% 40% 20% 28%
South 220% 38% 15% 20%
West 179% 42% 20% 29%
East 214% 36% 12% 15%
TOTAL 191% 40% 18% 26%
Annexure 8
PREMIUM WINES, REVENUE- GROWTH
Region 1997-02 2002-03 2003-04 2004-05

North 207% 43% 25% 25%
South 236% 41% 18% 16%
West 200% 45% 28% 26%
East 222% 36% 16% 14%
TOTAL 210% 43% 24% 23%
- 34 -
Section 4
Indian Wine Market

Forecast
2006-10
- 35 -
CATEGORY SALES PROJECTIONS 2005-

2010
Annexure 9
VOLUME PROJECTION- CASES
2005-06 2006-07 2007-08 2008-09 2009-10

Premium Wines (still) 354630 443287 558542 692592 879591
Sparkling wines 47432 52175.2 57393 63132 69445
Sub Total 402062 495462 615934 755724 949036
Cheap and fortified wines 285516 299792 314781 330520 347046
TOTAL 687578 795254 930716 1086244 1296083
Annexure 10
REVENUE PROJECTION– Rs. (CRORES)

2005-06 2006-07 2007-08 2008-09 2009-10
Premium Wines(still) 161.7 196.8 254.7 315.8 401.1
Sparkling wines 34.2 36.9 41.3 43.9 50.0
Sub Total 196 234 296.0 360 451
TOTAL 237 270 333 399 492
REVENUE PROJECTION– USD (MILLION)
2005-06 2006-07 2007-08 2008-09 2009-10

Premium Wines(still) 35.9 43.7 56.6 70.2 89.1
Sparkling wines 7.6 8.2 9.2 9.8 11.1
Sub Total 43.5 51.9 65.8 79.9 100.2
TOTAL 52.7 59.9 74.2 88.8 109.5
- 36 -
PROJECTION GROWTH
Category-wise
Annexure 11
PROJECTED VOLUME GROWTH
2005-06 2006-07 2007-08 2008-09 2009-10

Premium Wines (still) 30% 25% 26% 24% 27%
Sparkling wines 10% 10% 10% 10% 10%
Sub Total 27% 23% 24% 23% 26%
Cheap and fortified wines 5% 5% 5% 5% 5%
TOTAL 17% 16% 17% 17% 19%
Annexure 12
PROJECTED REVENUE GROWTH
2005-06 2006-07 2007-08 2008-09 2009-10

Premium Wines (still) 24% 22% 29% 24% 27%
Sparkling wines 6% 8% 12% 6% 14%
Sub Total 20% 19% 27% 22% 25%
Cheap and fortified wines 5% -13% 5% 5% 5%
TOTAL 17% 14% 24% 20% 23%
- 37 -
REGION SALES PROJECTIONS 2005-2010

Region-wise
Annexure 13
PREMIUM WINES, VOLUME - CASES

Region 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010
North 110100 137626 172032 213320 266650
South 74078 90376 111162 134506 164097
West 191178 238973 298716 367420 459275
East 23184 27357 32008 37129 43070
TOTAL 398541 494331 613918 752375 933092
Annexure 14
PREMIUM WINES, REVENUE – Rs. (CRORES)

Region 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010
North 57 68 85 105 131
South 37 43 53 65 79
West 96 116 147 176 226
East 11 13 15 18 21
TOTAL 202 240 300 364 457
PREMIUM WINES, REVENUE – USD (MILLION)

Region 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010
North 12.6 15.0 18.8 23.3 29.2
South 8.3 9.6 11.9 14.3 17.5
West 21.4 25.8 32.7 39.2 50.2
East 2.5 2.9 3.4 4.0 4.6
TOTAL 44.8 53.4 66.7 80.8 101.5
- 38 -
PROJECTION GROWTH
Region-wise
Annexure 15
PROJECTED VOLUME GROWTH
Region 2005-06 2006-07 2007-08 2008-09 2009-10

North 28% 25% 25% 24% 25%
South 22% 22% 23% 21% 22%
West 30% 25% 25% 23% 25%
East 20% 18% 17% 16% 16%
TOTAL 27% 24% 24% 23% 24%
Annexure 16
PROJECTED REVENUE GROWTH
Region 2005-06 2006-07 2007-08 2008-09 2009-10

North 20% 19% 25% 24% 25%
South 21% 16% 23% 21% 22%
West 19% 21% 27% 20% 28%
East 14% 18% 17% 16% 16%
TOTAL 19% 19% 25% 21% 26%
- 39 -
Section 5
Indian Wine Rating
- 40 -
Indian Wine by Varietals

Note: The rating of the wines has been conducted according to standard, objective wine
evaluation techniques; however, different experts may disagree on the rating of any given
wine. All ratings included in this study are for reference only and should not be relied upon for any
contractual purpose. All data should be crosschecked by the interested parties. The authors of
this Report will not be responsible for reliance on these ratings/data, which are provided only for
reference.
The Price is for 750 ml bottle without any taxes
The currency conversion is taken at Rs 45 for 1 USD
Annexure 17
Sauvignon Blanc
Price $ Price
Varietal Producer Brand Rating (Rs.)
Sauvignon Blanc ND Spaga Average 13 540
Sauvignon Blanc Sula Sula Average 11 490
Sauvignon Blanc ND Sauvignon blanc Good 9 408
Sauvignon Blanc Grovers Sauvignon blanc Average 9 400
Sauvignon Blanc Flamingo Sauvignon blanc Average 9 397
Sauvignon Blanc Vinsura Sauvignon blanc Good 9 395
Sauvignon Blanc Dajeebah Sauvignon blanc Good 8 355
Sauvignon Blanc Bluestar Bluefolds Very good 8 330
Chenin Blanc
Price
Varietal Producer Brand Rating (Rs) Price ($)
Chenin Blanc ND CB Average 378 9
Chenin Blanc Sula Sula Average 375 9
Chenin Blanc Prathamesh White wine 365 8
Chenin White
Chenin Blanc Dajeebah wine 355 8
Chenin Blanc Vinsura Good 350 8
Chenin Blanc Bluestar Bluefolds 330 8
Chenin Blanc Flamingo Good 326 8
Chenin Blanc Rajdheer Arum white wine Poor 0
N.A: Not Available
- 41 -
Cabernet Sauvignon
Price Price
Varietal Producer Brand Rating (Rs) ($)
Cabernet Sauvignon ND Wines Spaga Average 582 14
Cabernet Sauvignon Indage Chantilli Average 385 9
Cabernet Sauvignon Prathamesh Red wine Poor 365 8
Cabernet Sauvignon ND Wine CS Good 360 8
Cabernet Sauvignon Dajeebah CS Average 305 7
Mark Antony -
Cabernet Sauvignon Sailo Wines red Good 257 6
La Vino Red
Cabernet Sauvignon Rajdheer wine Poor NA NA
Zinfandel
Price Price
Zinfandel Indage Ivy Zinfandel Average 450 10
Zinfandel Dajeebah Zinfandel red wine Average 405 9
Zinfandel Vinsura Zinfandel Good 400 9
Zinfandel Flamingo Zinfandel Very good 353 8
Zinfandel Sula Blush Zinfandel Average 450 10
Rose`
Price Price
Rose' Prathamesh Rose' Poor 365 8
Rose' Grovers Rose' Poor 360 8
Rose' Vinsura Rose' Good 360 8
Rose' Dajeebah Rose wine Average 255 6
Rose' Sula Madera Rose Average 205 5
- 42 -
Indian ‘Reds’ by Price

Annexure 18
Price
Varietal Producer Brand Rating (Rs.) Price ($)
Cabernet Sauvignon ND Spaga Average 582 14
Shiraz ND Syrah Average 540 13
Cabernet shiraz ND Cabernet Shiraz Good 492 11
Shiraz Indage Ivy Shiraz Excellent 460 11
Cabernet shiraz Grovers La Reserve Good 450 10
Malbec Indage Ivy Malbec Very good 425 10
Zinfandel Dajeebah Zinfandel red wine Average 405 9
Zinfandel Vinsura Zinfandel Good 400 9
Cabernet shiraz Sula Cabernet Shiraz Average 395 9
Cabernet Sauvignon Indage Chantilli Average 385 9
Cabernet shiraz Flamingo Cabernet Shiraz Very good 369 9
Cabernet Sauvignon Prathamesh Red wine Poor 365 8
Cabernet Sauvignon ND CS Good 360 8
Cabernet shiraz Grovers cabernetshiraz Very good 360 8
Shiraz Dajeebah Syrah Red wine Average 355 8
Zinfandel Flamingo Zinfandel Very good 353 8
Shiraz Bluestar Bluefolds Good 350 8
Cabernet Sauvignon Dajeebah Cabernet Sauvignon Average 305 7
Pinot Noir Indage Riviera Red wine Average 300 7
Merlot Dajeebah Merlot Good 275 6
Cabernet Sauvignon Sailo Mark Antony - red Good 257 6
Gamay arkeshyam Indage Vin Ballet Red Wine Poor 230 5
Local Varietal Bluestar Evita Average 220 5
NA Sula Madera Red Average 205 5
Cabernet shiraz Pyramid Wines Yellow Stone Poor 190 4
Isabella Sailo Et tu Brutus-red Average 185 4
Local Varietal Dajeebah Shherly Poor 180 4
Isabella NC fine wines Fouray Poor 175 4
Local Varietal Indage Figueira Red Average 139 3
Local Varietal Dajeebah Balleee Poor 125 3
NA Princess Red Wine Poor 120 3
Bangalore Blue Shaw Wallace Golconda Ruby Wine Poor 0
Cabernet Sauvignon Rajdheer La Vino Red wine Poor 0
- 43 -
Indian ‘Whites’ by Price

Annexure 19
Price Price
Varietal Producer Brand Rating (Rs.) ($)
Riesling Indage
Rhine Pride 588 14
Sauvignon Blanc ND Spaga Average 540 13
Sauvignon Blanc Sula Sula Average 490 11
Ivy Semillon
Semillon chardonnay Indage Chardonnay 490 11
Viognier Indage Ivy Viognier 460 11
Semillon sauvignon Indage Ivy Sauvignon Semillon 455 11
Chenin Blanc muscat Indage Ivy Chenin Muscat 455 11
Zinfandel Indage Ivy Zinfandel Average 450 10
Sauvignon Blanc ND SB Good 408 9
Chardonnay White
Chardonnay Dajeebah wine 405 9
Sauvignon Blanc Grovers Sauvignon blanc Average 400 9
na Vinsura Flora 400 9
Sauvignon Blanc Flamingo Average 397 9
Sauvignon Blanc Vinsura Good 395 9
Chardonnay Indage Chantilli Chanrdonnay Average 385 9
Chenin Blanc ND CB Average 378 9
Chenin Blanc Sula Sula Average 375 9
Chenin Blanc Prathamesh White wine 365 8
Clairette Grovers Blanc de blanc 360 8
Viognier clairette Grovers Viognier clairette Good 360 8
Sauvignon Blanc Dajeebah Sauvignon blanc 355 8
Chenin Blanc Dajeebah Chenin White wine 355 8
Chenin Blanc Vinsura Good 350 8
Chenin / sauvignon ND Hoor Good 340 8
Very
Sauvignon Blanc Bluestar Bluefolds good 330 8
Chenin Blanc Bluestar Bluefolds 330 8
Chenin Blanc Flamingo Good 326 8
Ugni Blanc
chardonnay Indage Riviera White wine Average 320 7
Ugni Blanc akravati Indage Vin Ballet White Wine Average 230 5
NA Sula Madera White Average 205 5
Princess White Wine Poor 150 3
Local Varietal Indage Figueira White 139 3
Chenin Blanc Rajdheer Arum white wine 0
- 44 -
Indian ‘Sparkling’ by price

Annexure 20
Price Price
Varietal Producer Brand Rating (Rs.) ($)
Pinot Noir, ugni blanc Marquis de
chardonnay Indage Pompadour Good 720 17
Chenin Blanc, Riesling
chardonnay Indage Ivy brut 2004 Average 550 13
Very
Local Varietal Sula Sula Brut good 550 13
Local Varietal Sula Sula Seco Average 395 9
Grenache ugni blanc Indage Joie, cuvee close Average 370 9
- 45 -
BIO wines (Indian importers)

Annexure 21
BRINDCO
Country Winery/Producer
South Africa
Rupert and Rothschild
Mulder Bosch Vineyards
Chile
Vina Tarapaca
Baron Philippe De Rothschild
Clina Estates
Australia
Mc Williams
Leeuwin Estate
D'Arenburg Winery
Clarendon Hills
Wolf Blass Winery
Chinkara Winery
New Zealand Montana

USA
Kendall Jackson
Sequoia Group
St. Francis Winery
Benziger Vineyards
Jordan Wines
Clos Pecase Winery
Joseph Phelps Vineyards
Cakebread Cellars
Duck Horn Vineyards
Caymus Vineyards
Stag's Leap Wine Cellars
Dominus
Wine Group
Spain Codorniu
Italy
Zonin
Tasca D' Almerita
- 46 -
Allegrini
Marchesi De Frescobaldi
Marchesi Di Barolo
Tenuta Dell' Ornellaia
Gaja Winery
France
Henri Bourgeois
Chateau De Ampuis
Delas
Maison Louis Jadot
Sonarys
Country Winery/Producer
Australia Casella
Australia J&F Lurton
Australia Lindermans
Australia Penfolds
Australia Rosemount
Australia Seppelt
California Arrowood
California Clos Du val
California Robert Mondavi
Chile Calitera Arboleda
Chile Montes
France Georges Duboeuf
France Allegrini Estate Winery
France Domaine La Chevaliere
France Faiveley
France Hugel Et Fils
France Louis Roederer
France Pascal Jolivet
France Paul Jaboulet Aine
France Sauvion
France Taittinger
Hungary Tokaj Hetszolo
Italy Antinori
Italy Bisol
Italy Carpineto
Italy UmbertoCesari
Italy Col D'orcia
- 47 -
Italy Gaja
Italy Mantellassi
Italy Michele Chiarlo's
Italy Pighin
Italy Prunotto
Italy Tenuta San Guido
Italy Tormaresca
Italy Torti
Italy Villa Girardi
Italy Garofoli
New Zealand Villa Maria
Potugal Dow's
South Africa Spring Field Estate
Spain Enate
Spain Bodegas Palacio
Spain Marques De Murrieta
Kiara Wines
Country Winery/producer
Italy
Cantina Tudernum
Beni Di Batasiolo
Gerardo Cesari Spa
Casa V L Checchi
Azi. Agri. Lorenzon
France Jean Claude Fabris

Romania Halewood Romania
Hungary Szigetvin
Argentina Santa Ana
Chile Luis Fellipe Edwards
Australia Tandou Wines
- 48 -
BIO / Bulk (Indian Wine Producers)

Annexure 22
Note: The rating of the wines has been conducted according to standard, objective wine
evaluation techniques; however, different experts may disagree on the rating of any given wine.
All ratings included in this study are for reference only and should not be relied upon for any
contractual purpose. All data should be crosschecked by the interested parties. The authors of
this Report will not be responsible for reliance on these ratings/data, which are provided only for
reference.
Indage
Varietals Country Winery Brand Rating Price

Shiraz Australia Cranswick Cranswick Indage Shiraz Good 500
Merlot Australia Cranswick Cranswick Indage Merlot Good 475
Chardonnay Australia Cranswick Cranswick Indage Chardonnay Good 475
Pinot Noir South Africa Nelson Creek Zulu Nelson's Creek Good 450
Cabernet,Merlot France Taillan Vin de pays d'oc Good 470
Riesling Germany Peter Mertes Perter Mertes Indage Rhine Poor 450
Cabernet Sauvignon Chile Morande Morande Indage Cab Sav Good 588
Sauvignon Blanc Chile Morande Morande Indage Sau Blanc Good 588
Pinot Noir Zulu Pinotage Average 588
Sula “Reds”
Varietals Country Winery Brand

Merlot Malbec Argentina Trapiche Astita Merlot Malbec
Tempranillo Argentina Trapiche Astita Tempranillo
Cabernet Merlot Australia Hardy's Stamp Series
Shiraz Cabernet Australia Hardy's Stamp Series
Merlot Chile Santa Rita 120 Merlot
Cabernet Sauvignon France Fortant De France Cab Sauv
Merlot France Fortant De France Merlot
Shiraz France Fortant De France Shiraz
Merlot Cabernet France Michel Lynch Michel Lynch Bordeaux Rouge
Sangiovese Italy Ruffino Aziano Chianti Classico
Sangiovese Italy Ruffino Riserva Ducale Chianti
NA Italy Ruffino Chianti Ruffino
Sangiovese, Cabernet, Merlot Italy Ruffino Modus Toscana
NA Italy Ruffino TENUTA GREPPONE MAZZI
- 49 -
Shiraz South Africa Distell Two Oceans

Pinot noir South Africa Distell Two Oceans
NA Spain Marqués de Cáceres Rioja Red
- 50 -
Sula “Whites”
Varietals Country Winery/Producer Brand

Sauvignon Blanc
Semillion Argentina Trapiche Astita Sauvignon Semillion
Torrontes Argentina Trapiche Astita Torrontes
Chardonnay Australia Hardy's Nottage hill Chardonnay
Chardonnay Semillion Australia Hardy's Stamp Series
Reisling Gewurztraminer Australia Hardy's Stamp Series
Chardonnay Chile Santa Rita 120 Chardonnay
Sauvignon Blanc France Fortant De France Sauvignon Blanc
Chardonnay France Fortant De France Chardonnay
Sauvignon Semillion France Michel Lynch Michel Lynch Bordeaux Blanc
Orvieto Italy Ruffino Orvieto Secco
Chardonnay Italy Ruffino Libaio Chardonnay Toscana I.G.T.
Sauvignon Blanc New Zealand Nobilo Marlborough Sauvignon Blanc
Chardonnay South Africa Distell Two Oceans
Sauvignon blanc South Africa Distell Two Oceans
NA Spain Marqués de Cáceres Rioja white
Sula “Sparkling”
Varietals Country Winery/Producer Brand

Pinot noir,
chardonnay France Taittinger Taittinger Brut Reserve
NA France Taittinger Taittinger Comtes de Champagne Blanc de Blancs
Sauvignon, Muscadel South Africa J.C. Le Roux Le Domaine
- 51 -
Section 6
Key information for

new players
- 52 -
TAXES AND DUTY STRUCTURE

Wine Imports (BIO WINES)
For importing wines no licence is required one can import wine into a Customs Bonded
Warehouse; thereafter, goods can move either duty free (against a licence from hotels)
or duty paid to licence holders after paying the relevant customs duties.
Import duties* 03-04

Duties on wines at present are
CIF Value (US$/Case) <$25 $25 - $40 > $40

Basic Customs duty 100% 100% 100%
Additional Duty 75% 50% or $37/case 20% or $40/case
Countervailing duty 4.5% 4.5% 4.5%
Minimum effective
350% 210% 190%
duty
Landing Cost Calculation (All Costs in US$ per case of 9 Litre)

Wine & Beer
>= 25 >=
Cost < 25 Remarks Remarks
< 40 40
CIF 25 40 50
Add Basic 100% 25 40 50
Sub Total 50 80 100

The rate of
additional duty
The additional duty for wines
is 20% subject
Add Additional Duty 37.5 40 costing above US$ 25 but 40
to a minimum of
less US$ 40 per case is 50%
US$ 40
Sub Total 87.5 120 140

Countervailing Duty
3.5 4.8 5.6
4%
Landed Cost per
91 124.8 145.6
case
 The above information may change as per the government rules
CIF - means that the seller delivers when the goods pass the ship’s rail in port of shipment.
- 53 -
OTHER FEES/DUTIES APPLICABLE TO WINE

Distillery/Brewery License Fee
Bottling fee
Litterage fee
Assessment Fee
Franchise Fee
Permit Fee
Gallon age Fee
Raw Material Excise
Availability Fee
Brand/Label Fee
Permit Fee
Transportation Fee
Import Pass Fee
Export Pass Fee
Educational/Welfare Cess
Vend Fee (Rs.2 / litre)
Sales Tax/Surcharge (approx 20%, varies in each state)
License Fee
Toll Tax
TOT (full form)
Source: Centre for civil society
Maharashtra’s grape policy 2001 (source MIDC)

Accordingly, to give impetus to the grape processing and wine industry in the state,
preparation of a separate policy was under active consideration of the State
Government.
1. Declaration as a Preferential Area:
As the Winery industry does not fall in the preferential area of granting loans, the
financial institution like NABARD does not grant loans in such industries. Therefore,
to get the high price of the product for farmers and to create better employment in
the state, NABARD may be requested to declare preferential area for Winery
Industries, enabling to grant such requisite loans.
2. Declaration as a Small Scale Industry:

Within the limits of investments prescribed for the Small Scale Industry, wineries
should be considered as a Small Scale Industry.
3. Concessions in Excise Duty:

For those wine industries whose production has been started before 19th
September, 2001, the excise duty will be charged at the rate of 50 per cent of the
production expenditure incurred by such units instead of present 100 per cent rate.
For those wine industries whose production have been started or would be started
on or after 19th September, 2001, the excise duty will be charged at the rate of 25
per cent of the production expenditure incurred by such units. Such concessions will
be admissible for period of 5 years.
- 54 -
4. Concessions in Sales Tax:

It has been decided with the consent of all states in the country that the floor rate of
Sales Tax on liquor will be at the rate of 20 per cent. However, the Wine Process is
totally different from the Liquor Production Process and wine unit is considered as
agriculture process unit by the Central Government. Therefore, to encourage the
Grapes Processing Industry in the state, a request will be made to the Empowered
Committee of Finance Ministers of all states constituted by the Government of India
to reduce the floor rate of Sales Tax on wine.
5. Wine Sales License:

Wine will be permitted for sale by Beer Bars and also licenses will be given to Wine
Bars to sell wine on the basis of Beer Bars.
6. Wine Sales License Fee:

An amount of Rs. 5000/- per year will be charged for License Fee for the sale of
wine and this rate will not be changed for next 10 years.
7. Simplification in the system of License/Permission for Wine Production:

If Wine production is taken in Winery Park as declared by the State Government,
Wine
Product License will be given at district level at the time of allotment of Plot. In other
places for Wine Production, by simplifying the system of License the Collector of the
district level will be empowered with a binding condition to issue licenses within 30
days.
8. Establishment of Wine Institute:

To maintain the quality of Wine at the International Level and to make available
trained manpower, a separate Wine Institute will be established. For setting up of the
Wine Institute, Government/ MIDC will allot the plot at the nominal rate as given to
the other educational institute. Such Institute will look after the work of training,
checking the quality of wine, research and information centre for the Wine Industry.
These institutes will be established by forming separate trust firstly at Sangli and
Nashik. For this purpose, by choosing appropriate alternative from the following
alternatives, training institutes will be established:-
a) To help the existing trust for formation of training centre.
b) To establish training institute in joint venture with the existing trust.
c) To establish training institute by creating a separate trust.
9. One Window System:

For Winery Industry, essential license, plot, electricity supply, telephone etc.
infrastructure will be made available with One Window System.
10. Establishment of Grapes Board:

A Grape Processing Industry Board would be established for Wine and other Grape
Processing Industry in Maharashtra. The Board will consist of representatives from
the concerned industry, Grapes producing farmers, State Government, government
laboratories, wine institute etc. The organisation and functions of similar kinds of
Boards existing in other countries will be examined before establishment of Grape
- 55 -
Board in Maharashtra on same standards. The jurisdiction of the said Grapes Board
will be as under:
a) To inspect and control the Quality of Grape Cultivation and Wine Production.
b) To give approval to Labels.
c) To inspect Quality and Standard Norms.
d) To draft various Schemes for Sale of Processed Grape Products on the Global
Level.
11 Facilities of Food Processing Industries:

The facilities which are given to the food processing industry units, will be given to
the
Winery Product Units by giving them the status of Food Processing Units.
12 Wine Product Units - Permission for the Tourists:

In foreign countries, permission is given to watch the Wine Product Units. In similar
manner, in Maharashtra also, permission will be given to the tourists to visit Wine
Product Units for testing the wine. Also, licenses will be given to such Wine Product
Units to sale wine on retail basis.
Taxation on Imported Wine:
a) Excise Duty in Maharashtra is 101.25 per litre for BIO products. Per bottle the
duty is approx Rs.77.
b) Fees on Labels and Brand: Maharashtra registration fees are Rs.10000 for a
brand and Rs.7500 for each label subsequently.
14. Grapes Processing Industry - Easiness in the control of Excise Duty Dept.:
To simplify the procedure in the collection of excise duty and for creating easiness in
the control of Excise Dept., a committee would be constituted under the
Chairmanship of
Principal Secretary (Excise) as under:-
1. Principal Secretary (Excise), Home Dept. Chairman
2. Secretary (Industries) Member
3. Secretary (Agriculture) Member
4. Development Commissioner (Industries) Member
5. Representative of Winery Product Units Member
6. Managing Director, MTDC Member
7. Commissioner (Excise Dept.) Member Secretary
(Source: website of midcindia.com)
- 56 -
US wine import summary

Total US wine market 680 mn gallons= 280mn cases
US import 25% of its wine requirement.
US import approx 175 mn gallons = 73 mn cases
1995 and then 2000 saw a huge increases in the market:

One of the Major reason – Media reports on “Benefits of Wine on Health”
The top wine importers to US

1. Italy- 60 mn gallons = 24 mn cases
2. Australia 50 mn gallons = 20 mn cases
3. France
Top Varietals
- Chardonnay
- Sauvignon Blanc
- Zinfandel
Imported Wine Sale in US

Price range: $6-$7
Few tips for exporters to US

Target small wholesalers
Euro and Aust. Dollar rising a good sign for Indians for price
competitiveness.
US Wine Consumption characteristics
1. 35% of adult population drink wine

2. 40% of the wine drinking population drinks more than a bottle per month.
3. Wine drinking association: relaxing, romantic, intimate, to be consumed
during social gatherings and special occasions. However many people
drink wine to complement the food, unwind and relax!
4. Americans have limited knowledge when selecting a good wine and are
most comfortable with wines they already know!
5. Los Alamos is Top County for wine consumption.
- 57 -
Canada’s wine import summary

Total wine market Canada: 30 mn cases
Imported wine: 65% = 20 mn cases
Four largest wine markets in Canada
Quebec 65% or 2/3rd of wine

Ontario market
Columbia 15
Alberta 20
Largest exporters to Canada

1. France
2. US – approx 20% share
One of the challenges facing exporters of wine to Canada is the wine distribution
system, which differs in each of the 12 Canadian provinces. Each province has a
liquor control board, and these boards are the only entities that can legally import
wine into Canada. In most provinces, these liquor authorities manage retail
stores and license agency stores.
An exception is the province of Alberta, which, in 1993, privatized all liquor
retailing. The Alberta Liquor Control Board continues to act as the importer and
wholesaler of wine.
Exporters interested in the Canadian wine market should contact the liquor board
in the provinces they are targeting for a list of registered agents. A list of
provincial and territorial liquor boards may be requested from the U.S.
agricultural office in Ottawa.
Kathleen Wainio is the U.S. agricultural attache at the U.S. Embassy in Ottawa,
Canada. Tel.: (613) 238-5335, ext. 267; Fax: (613) 233-8511; E-mail:
agottawa@fas.usda.gov
- 58 -
Foreign tourists in India
Annexure 23
Foreign Tourists visiting India
Year Numbers in mln % Change

1995 2.1
2000 2.65 6.7
2001 2.54 -1
2002 2.38 -6
2003 2.75 15.3
2004 3.16 15
Annexure 24
Foreign Tourists visiting India projections
Year Numbers in Mln % Change

2005 3.67 16
2006 4.29 17
2007 5.11 19
2008 6.13 20
2009 7.48 22
2010 9.35 25
- 59 -
Contact
Mr. Sameer Bagul
Director
DSM Marketing Pvt. Ltd.
401, Pushpagriha
16th Road, Bandra West
Mumbai 400050
# 91-9820184147
sameerbagul@gmail.com
Mr. Aakash Singh Rathore

Director
DSM Marketing Pvt, Ltd.
#91-9891470808
aakashsinghrathore@yahoo.com
Please fee free to write to us for any query on the data or ratings of Indian Wines.
You can send us your email and contact details so that we can update you of any
changes in the market.
DISCLAMIER
The information about the products, companies published in this report are provided by DSM
marketing on the basis of the information received from the product manufacturers, secondary
reports, published articles in media and is on an "as is where is" basis.
With respect to all information contained in this report, DSM Marketing Pvt. Ltd., and its directors,
officers, agents, or employees make no warranty, express or implied, including the warranties of
merchantability and fitness for a particular purpose, or assume any legal liability or responsibility
for the accuracy, completeness, or usefulness of any information contained therein. DSM
Marketing does not warrant that the information or services of the Report will meet any specific
requirements; nor will it be error-free or uninterrupted; nor shall DSM Marketing be liable for any
indirect, incidental or consequential damages (including lost data, information or profits) sustained
or incurred in connection with the use, operation, or inability to use this Report. Under no
circumstances will DSM Marketing and/or its affiliates or associates or of its third-party
information providers be liable for any loss or damage caused by anyone’s reliance on
information contained in this report.
The information contained in this report is for personal use only. You may take print outs or
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cannot be copied, reproduced, republished, uploaded, posted, transmitted or distributed in any
way for non-personal use without obtaining the prior permission from DSM Marketing Pvt. Ltd.
- 60 -
Table of Contents..................................................................................................2
SUMMARY ...........................................................................................................4
HISTORY..............................................................................................................5
CURRENT SCENARIO.........................................................................................6
CATEGORIES ......................................................................................................7
WINE GRAPE REGIONS IN INDIA ......................................................................8
MARKET SIZE 2005 ...........................................................................................11
MARKET SHARE................................................................................................12
SWOT Analysis of the Market .............................................................................17
PRICE SEGMENTATION ...................................................................................18
CONSUMER SEGMENTATION .........................................................................19
MARKET PLAYERS AND WINERIES ................................................................20
BOSCA Baramati Grape Industries .................................................................21
BLUESTAR WINERY ......................................................................................21
DAJEEBAH WINES (Data cone Winery).........................................................21
FLAMINGO WINES.........................................................................................22
GROVER VINEYARDS ...................................................................................22
INDAGE (Champagne Indage)........................................................................22
N.C. FINE WINES ...........................................................................................23
N.D. WINES ( Own labels discontinued since 2005) .......................................23
PRATHMESH WINES .....................................................................................24
PRINCESS (In-Vogue Creations)....................................................................24
PYRAMID WINES ...........................................................................................24
RAJDHEER WINES ........................................................................................25
SAI KRIPA WINERY .......................................................................................25
SHAW WALLACE ...........................................................................................25
VINBROS & CO. .............................................................................................26
VINICOLA .......................................................................................................26
VINSURA (Sankalp Winery) ............................................................................27
OTHER WINERIES .........................................................................................28
KEY IMPORTERS ..............................................................................................29
Annexure 1 ......................................................................................................31
Annexure 2 ......................................................................................................31
Annexure 3 ......................................................................................................32
Annexure 4 ......................................................................................................32
Annexure 5 ......................................................................................................33
Annexure 6 ......................................................................................................33
Annexure 7 ......................................................................................................34
Annexure 8 ......................................................................................................34
Annexure 9 ......................................................................................................36
Annexure 10 ....................................................................................................36
Annexure 11 ....................................................................................................37
Annexure 12 ....................................................................................................37
Annexure 13 ....................................................................................................38
Annexure 14 ....................................................................................................38
- 61 -
Annexure 15 ....................................................................................................39
Annexure 16 ....................................................................................................39
Annexure 17 ....................................................................................................41
Sauvignon Blanc..........................................................................................41
Chenin Blanc ...............................................................................................41
Cabernet Sauvignon ....................................................................................42
Zinfandel ......................................................................................................42
Rose` ...........................................................................................................42
Annexure 18 ....................................................................................................43
Annexure 19 ....................................................................................................44
Annexure 20 ....................................................................................................45
Annexure 21 ....................................................................................................46
Annexure 22 ....................................................................................................49
Annexure 23 ....................................................................................................59
Annexure 24…………………………………………………………………………57
Contact ...............................................................................................................60
- 62 -

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INDIAN WINE

DSM Marketing Pvt. Ltd. Copyright 2005

Section 4 Wine Market Forecast 2006-2010

Dr. Aakash Singh Rathore LLM

Sameer Bagul BE, MBA

1. Premium Wines (Still wines)

Domestic Indian Wine

Foreign Bulk Wine Bottled in India

Foreign Wine Bottled in origin

WINE GRAPE REGIONS IN INDIA

Nasik Region (Maharashtra State)

Sangli Region (Maharashtra State)

Bangalore region (Karnataka State)

Himachal region (Himachal Pradesh)

WINE GRAPE REGIONS

Indian Wine Market

MARKET SIZE 2005

Indian Wine Market - Revenue (Rs. Crs)

Indian Wine Market – Winery Sales#

Company 1997 2002 2003 2004

# Company brochures, secondary sources, the actual numbers may vary.

Market Share 2003

Market Share 2004

Market Share 2005 projected

Porter’s Five Forces Analysis

The power of suppliers

The power of Consumers

The threat of New Entrants

The threat of substitutes

Rivalry between the existing players

SWOT Analysis of the Market

1. Nascent Stage, few players 1. Poor Quality of wine

Note: 10 lacs = 1 million

MARKET PLAYERS AND WINERIES

BOSCA (Baramati Grape Industries)

#For prices refer the annexures.

BOSCA Baramati Grape Industries

DAJEEBAH WINES (Data cone Winery)

8. Shherly Dry Red Wine

INDAGE (Champagne Indage)

FEW VINTAGE WINES

N.C. FINE WINES

N.D. WINES ( Own labels discontinued since 2005)

Operations from: 2004

# ND is providing its entire wine to Sula.

PRINCESS (In-Vogue Creations)

SAILO WINES (V.M. Agrosoft)

SAI KRIPA WINERY

1. Golconda Ruby Wine

SULA VINEYARDS (Samant Soma Wines)

VINBROS & CO.

1. Casal Red – Slightly sparkling red wine

VINSURA (Sankalp Winery)

Kalyani Wines and Beverages

Sahayadri Hills Vineyards

Sonarys Co-Brands Pvt. Ltd. Mumbai

Brindco Sales ltd. Delhi

Mohan Brothers Delhi

Global Tax Free Traders Inc Delhi

Kiara Wines Mumbai

Fairmacs Shipstores Pvt. Ltd. Chennai

Star X wines Delhi

Echidna Wines Mumbai