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A Profile of the Wine Industry in India
Though somrasa has been the beverage of the gods in India, until lately wine did not figure very prominently on Indian menus. To many people, names like Sauvignon Blanc, Chenin Blanc, Reisling or Chardonnay may refer to the unknown exotic. For the uninitiated, these are wines that are being made and increasingly accepted in India. Considering that alcohol still has a social taboo attached to it, it may seem paradoxical that the wine industry is growing rapidly in India. In 2001, wine consumption in the country stood at two million litres, which has surged to over 10 million litres in 2007. A recent Rabobank report says that India currently has about 60 wineries with an estimated investment of about $60 million, which is a 61% increase on 2006. Like Ratnagiri in Maharashtra is associated with Alphonso mangoes, Nashik, also in Maharashtra is associated with grapes. Thus it was entirely natural for the city to progress to becoming the wine capital of the country as the district is home to some of India’s winemaking majors. The Players Champagne Indage has been the pioneer in making French style wine in India. Grover Vineyards and Sula Vineyards too have made smart strides in a short time span. Recently, companies in the Indian Made Foreign Liquor (IMFL) space like Diageo, United Breweries and Seagrams too have ventured into making wine. The website of Champagne Indage says that its manufacturing facility at Narayangaon has a wine production capacity of 15 million litres and a bottling capacity of 15000 bottles per hour. The Sula website states that the four wineries it owns have a combined capacity of 5 million litres. Besides a wide distribution network within India, Sula exports its wines internationally and also imports and distributes wines from top global producers. While major producers own lands and thus grow their own grapes, contract farming for wine grapes is extensively practised. Here, wineries offer technical help and agricultural expertise to farmers. Many major players often use imported vines for growing the perfect fruit. Through thick and thin Like all businesses, the industry faced teething troubles like poor storage and transport facilities, lack of promotional activities and unfavourable rules for domestic marketing. However displaying exceptional determination, the companies grew from strength to strength improving their product and made a mark overseas as well. This is important considering that the time to produce the first bottle after planting the creepers can be many years which needs financial strength and mental resolve. Indian wines are also becoming popular among international consumers and several varieties are exported. Top Indian wine brands like Chantilli, Indage Reserve, Marquise De Pompadour, Omar Khayyam, Riviera, Tiger Hill and Ivy and were to be showcased at the London International Wine Fair (LIWF) in May 2008. The Indian consumer As more and more Indians travel overseas for business and pleasure, adopt new lifestyle patterns and yearn for the good things in life, domestic wine consumption too has correspondingly increased. City dwellers still remain the major guzzlers, prices notwithstanding. Wines made in India are priced between Rs 450-700 and imported ones could cost upwards of Rs 2500. Realising the need to nurture a trend of drinking wine, vineyards are going all out by organising plantation visits, informative facility tours combined with tasting sessions. These impart the nitty gritty of selecting and appreciating a wine as also the correct way to drink it. Enthusiasts are taken through the routine of “See, Swirl, Smell and Sip” with several vareitals and blends. Combined with the beautiful ambience of the vineyard this exercise is a sure fire winner. Experts on hand also suggest the best red to go with the Tandoori chicken. Thus emerges a long-term friendship with the beverage. For those keen to enjoy a glass or celebrate there is no need to venture to a pub or restaurant as retail stores too have recently begun to stock wines. Engineering success Put very simply wine is fermented grape juice. Yet producing bottle after bottle of the perfect spirit demands state of the art winery and equipment. Established big wineries often imported machinery from Europe. Indian firms too have acquired necessary expertise to machinery necessary for wineries. Datacone Wine Machineries Pvt. Ltd is one such firm. Established players too are now going in for cooling systems and fermentation tanks manufactured in India. A supporting hand The government of Maharashtra too is chipping in to support the wine industry. It has awarded wineries the status of food processing industry instead of alcoholic beverages and has also abolished excise duty on wines. Maharashtra Industrial Development Corporation has set up wine parks at Sangli and Nashik at a cost of INR 2500 million. The Central government has finalized setting up the National Wine Board (NWB) at Pune. Back to school Besides deep pockets, good equipment, optimum weather, soil and plants, wine making is a skill that also requires experts like viticulturists, winery operators and wine marketing executives. With the sector projected to grow at over 25% per year there will be a huge demand for such specialists. Champagne Indage has inked a memorandum of understanding with the University of Adelaide of Australia to establish the Indian Institute of Vine and Wine (IIVW). The INR 1000 million Institute will be set up on a 65-acre site in the vicinity of the company’s winery and vineyards. The first course will start from 2009. The IIVW will offer diploma, degree and post-graduate master's degree programmes specialising in wine. The KBR School of Wine (in Mumbai) in association with The Wine and Spirits Education Trust (WSET) of UK offers Foundation Level I and Intermediate Level II.WSET courses. For those looking for a career with a fizz, this is the way to go. Let the good times roll Though doctors continue to research and debate health benefits of the beverage, the wine industry has every reason to rejoice. Industry experts predict India to emerge as one of the largest wine producers in the world by 2058. That surely demands opening a glass of bubbly! Cheers!
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