TOPOGRAPHY OF THE INDIAN WINE MAKING INDUSTRY: A GLOCAL PERSPECTIVE

2011

TOPOGRAPHY OF
THE INDIAN WINE
MAKING INDUSTRY:
A GLOCAL
PERSPECTIVE
A MANAGEMENT RESEARCH PROJECT
REPORT
DEEPIKA SHARMA

[Type text]

Page 1
IBS
IBS
12/12/2011

A
Report
On
TOPOGRAPHY OF INDIAN WINE INDUSTRY
A GLOCAL PERSPECTIVE
DEEPIKA SHARMA
Enrollment No. 1001100008
A report submitted in partial fulfillment of
The requirements
Of
MBA Program
Of the ICFAI University, Dehradun
(Date of Submission: 12th December, 2011)

Submitted to:
Prof. Ajay Saini
(Faculty Guide)
IBS – Dehradun


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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 Dehradun. The conducive
learning environment and competitive culture has enabled my task to
be an easier one.
I would like to thank my Faculty Guide Prof Ajay Saini for his support
and professional approach in guiding me through the careful details of
the project. He has been a true source of inspiration and has always
extended his support. He 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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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. 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. Following the
country's independence from the British Empire, the Constitution of
India declared that one of the government's aims was the total
prohibition of alcohol. Several states went dry and the government
encouraged vineyards to convert to table grape and raisin production.
In the 1980s and 1990s, a revival in the Indian wine industry took place
as international influences and the growing middle class increased
started increasing demand for the beverage. By the turn of the 21st
century, demand was increasing at a rate of 20-30% a year The Indian
government is planning to showcase ―Wines of India‖ across the
globe. The Agricultural and Processed Food Products Export
Development Authority (APEDA) are working out the strategy and the
campaign will be finalized soon. India has recently received its first
order for wine exports to the US and Indian wines were also being
served in restaurants - both Indian and Western. Approximately 0.1
million liter of wine is exporting to France, Italy, Germany, USA, New
York, U.K. and Singapore from Maharashtra state. Stating that the
promotion strategy would include analyzing the internal support
mechanisms including easing tariff barriers for the liquor, the sources
added, ―The promotion campaign will target the US, the European
Union, South Africa and Southeast Asia in a major way. There is more
and more awareness about wine as a product in Indian market.
Changing life styles, frequent travels abroad, more and more women
employment Increase in per capita income, international research on
health benefits of wines; all have combined together to create wine


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awareness in India; apart from the fact that good quality wines are now
available in the market.
Imported wines already constitute approx 20per cent of the total wines
in India. 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. That being said, the current slowdown
for the industry will most likely hit new importers, especially if they
intend to import wines that are not global brand names.
The Indian wine industry is currently on an upswing. Production and
consumption are expected to increase by 25% to 30% over the next 4 to
5 years. Being in the early stages of market growth, the industry enjoys
protection from the state as currently it fares low in cost
competitiveness when compared with the global benchmarks. This,
coupled with growing domestic demand, therefore orientates the
industry highly towards the domestic market and much less towards
exports.
The wine industry is largely driven by favorable consumer trends
induced by high growth in disposable incomes. Rapid urbanization and
growth in the retail is expected to sustain the domestic demand for
wine. The emergence of modern food retail chains will make wine
available for a new and fast expanding consumer base. Constructive
policy measures in terms of excise duty exemption, provision of
infrastructure facilities such as wine parks and wine institutes provided
the necessary fillip to the industry for the establishment of wineries.
Investments are increasing fast. As a result the industry is currently on
the verge of a new phase of its lifecycle after the emerging phase,
during which the latent demand for wine was initiated.
Though dominated by few players at present, the wine industry is in an
expansion phase with more and more companies entering. These
entries include small grape growers and specialized wineries, as well
several national and international beverage majors such as United
Breweries, Diageo, Seagram‘s, and the beer company Cobra, leveraging
their distribution network and brand-building skills. As distribution and

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brand building are key, these entrants are certainly worth keeping an
eye on; in particular when they establish specialized sales forces for
Wine, as selling wine is quite different than selling beer or spirits.
The industry is therefore expected to evolve further with intensifying
competition, and more investments in wineries and bottling facilities as
well as in the distribution network, in promotions and advertising. If
increasing domestic demand supports such investments this will
ultimately result in the expansion phase in the lifecycle of the industry,
leaving the emerging phase. This will bring about new requirements
and challenges, such as increased competition, pressure on prices and
the related need to be able to offer scale advantages. This in turn will
ultimately result in consolidation.
Indian wine companies are expected to adopt various business models
in the current scenario. It is important to note that Indian wine
companies can currently not compete on costs, and cannot continue to
rely on government protection. Focus on the segment of cheap wines is
not an option and may ultimately impact demand when quality is not
good enough. Companies therefore need to focus on the quality
segment of the wine offering to be able to compete and sell their
wines.


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INTRODUCTION
Wine is an alcoholic beverage made by fermentation of grapes or grape
juice. The natural chemical balance of grapes is such that they can
ferment without the addition of sugars, acids, enzymes or other
nutrients. Wine is produced by fermenting crushed grapes using various
types of yeast. Yeast consumes the sugars found in the grapes and
converts them into alcohol. Different varieties of grapes and strains of
yeasts are used depending on the type of wine being produced. But
now a day‘s other different type of flavor are also available in market
for e.g. apple wine, strawberry wine, plum wine cherry wine etc. It is
the most popular beverage, associated with happiness, celebrations
and festivities. Global market for wine is estimated at 25 billion liters.
Many varieties of wines are made throughout the world. French wines
are most popular. The general classification of wines refers to red wines
(made from grapes without removing the skins), white wines (made
from grape juice) and sparkling wines(carbonated white wine). The
alcohol content in wine varies from 10 to 14 %.
Wine like beverages can also be made from other fruits and grains.
These beverages are also referred to as wines, with a prefix or suffix.
E.g. Apple wine.
Compared to other countries, wine manufacture and consumption in
India is Insignificant. This is attributed to earlier period of prohibition in
the country and higher compared to spirits like whisky and brandy
manufactured in the country, referred to as Indian made liquors. Wine
manufacture on organized scale commenced in India with the setting
up of Champagne Indage‘s plant in 1984 in the state of Maharashtra.


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Few more units have come up after that. 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.
The Indian wine industry has been steadily growing over the last ten
years. Wine is gradually becoming a part of urban Indian life style.
Rising incomes of Indian population, changing demography and
exposure to new culture is adding to the higher consumption. The
market for wine is expected to grow at the rate of 20% per annum. This
scenario is promising to new manufacturing units.


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


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HOW IS WINE MADE?
GROWING GRAPES
Grapes grow on vines. There are many different types of grapes, but
the best wine grape is the European Vitis vinifera. 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.
HARVEST
Weather is a major factor is determining whether a year is going to be a
"good vintage" (or "year"). For example, was there enough heat during
the growing season to lead to enough sugar? At harvest time, the shortterm effects of weather are quite important. To produce great wine,
the fruit should have high (but not overly high) sugar content ("brix").
Think of raisins.
As the fruit dries, the water evaporates. What is left is the sugary fruit.
If it rains just at the point the wine grapes are ready, and before the
grapes can be harvested, the additional water will cause the water level
to increase, and the brix will go down. Not good. (You might ask, why
not just add some sugar in the wine making process? Some do. Also
considered "not good.")
Every year the wine grape grower plays a game of chance and must
decide when to harvest. Simplistically, if you knew it wasn't going to
rain, you would just test the brix until it was just right, then harvest. If
you harvest too soon, you will probably end up getting a wine too low
in alcohol content (there won't have been enough sugar to convert to
alcohol). These wines will be "thin." If you delay harvest, there may be
too much sugar, which leads to too low acid content. This also affects
the taste (and the aging possibilities) of the wine.


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INITIAL PROCESSING OF THE GRAPE JUICE
Grapes can (and might still) be crushed by stomping on them with your
feet in a big vat. But a more practical way is to use a machine which
does the job (and at the same time, removes .What you get may or may
not get immediately separated. Skin and seeds might immediately be
removed from the juice. Separation may not immediately occur
(especially for red wines), since skins and stems are an important
source of "tannins" which affect wine's taste and maturity through
aging. (See Aging Wines.) The skins also determine the color of the wine
(see WHAT IS WINE).
Maceration (the time spent while skins and seeds are left with the
juice) will go on for a few hours or a few weeks. Pressing will then
occur. One way to press the grapes is to use a "bladder press," a large
cylindrical container that contains bags that are inflated and deflated
several times, each time gently squeezing the grapes until all the juice
has run free, leaving behind the rest of the grapes. You can also
separate solids from juice through the use of a centrifuge.


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OPERATIONS IN A WINERY


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FERMENTATION - TURNING GRAPE JUICE INTO ALCOHOL
Grape juice is turned into alcohol by the process of "fermentation."
Grapes on the vine are covered with yeast, mold and bacteria. By
putting grape juice into a container at the right temperature, yeast
(SACCHROMYCES ELLIPSOIDUES) will turn the sugar in the juice into
alcohol and carbon dioxide. The grape juice will have fermented.
Fermentation is carried out in stainless steel vessels.
Yeast also gives flavor to the wine. But the yeast that is on the grape
skin when it is harvested may not have the desired flavor. Other things
on the outside of a grape are not good for wine (for example, acetic
bacteria on the grapes can cause the wine to turn to vinegar). The
winemaker can eliminate unwanted yeast's, molds and bacteria, most
commonly by using the "universal disinfectant," sulfur dioxide.
Unfortunately, the sulfites which remain in the wine may cause a lot of
discomfort to some wine drinkers. (See ALLERGIC REACTIONS TO
WINE.). Some winemakers prefer NOT to do this, 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").
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). The most common wine yeast is Saccharomyces.
This is a good point to stop and mention "Brett," also known as the
Brettanomyces strain of yeast (which can be added or come from wild
yeast fermentation). As yeast works, it causes grape juice ("must") to
get hot. But if there's too much heat, the yeast won't work. Cooling
coils are necessary to maintain a temperature below 30 :C.
A less modern, but still wide widely used way to ferment wine is to
place it in small oak barrels. "Barrel fermentation" is usually done at a
lower temperature in temperature controlled rooms and takes longer,

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perhaps around 6 weeks. The longer fermentation and use of wood
contributes to the flavor (and usually expense) of the wine.
The skins and pulp which remain in a red wine vat will rise to and float
on top of the juice. This causes problems (if it dries out, it's a perfect
breeding ground for injurious bacteria), so the winemaker will push this
"cap" back down into the juice, usually at least twice a day. In large
vats, this is accomplished by pumping juice from the bottom of the vat
over the top of the cap.
Eventually the yeast is no longer changing sugar to alcohol (though
different strains of yeast, which can survive in higher and higher levels
of alcohol, can take over and contribute their own flavor to the wine-as
well as converting a bit more sugar to alcohol).
After all this is completed what you have left is the wine, "dead" yeast
cells, known as "lees and various other substances.
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. When
malic acid is allowed to break down into carbon dioxide and lactic acid
(thanks to bacteria in the wine), it is known as "malo-lactic
fermentation," which imparts additional flavor to the wine. A "buttery"
flavor in some whites is due to this process. This process is used for
sparkling wines.
FIRST RACKING
After fermentation completed naturally or stopped by addition of
distilled spirit, first racking is carried out. This involves the wine to stand
still until most yeast cells and fine suspended material settle out. The
wine is then filtered without disturbing the sediment or the yeast.


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WINERY AGEING
The winery may then keep the wine so that there can be additional
clarification and, in some wines, to give it a more complex flavors.
Flavor can come from wood (or more correctly from the chemicals that
make up the wood and are taken up into the wine).
The wine may be barrel aged for several months to several years. No air
is allowed to enter the barrels during this period.
Ignoring any additional processing that might be used, you could empty
the barrels into bottles and sell your wine. However, during the winery
aging, the smaller containers may develop differences. So the
winemaker will probably "blend" wine from different barrels, to
achieve a uniform result. Also, the winemaker may blend together
different grape varieties to achieve desired characteristics.
STABILIZATION, FILTRATION
Stabilization is carried out to remove traces of tartaric acid. 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.
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.


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BOTTLING WINE
Producers often use different shaped bottles to denote different types
of wine. Colored bottles help to reduce damage by light. (Light assists in
oxidation and breakdown of the wine into chemicals, such as
mercaptan, which are undesirable.


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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. 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. Following the
country's independence from the British Empire, the Constitution of
India declared that one of the government's aims was the total
prohibition of alcohol. Several states went dry and the government
encouraged vineyards to convert to table grape and raisin production.
In the 1980s and 1990s, a revival in the Indian wine industry took place
as international influences and the growing middle class increased
started increasing demand for the beverage. By the turn of the 21st
century, demand was increasing at a rate of 20-30% a year
Historically, grapevine (Vitis vinifera L.) is grown mostly for wine making
in the world over. 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. At present in India grape is grown over
an area of 60,000 ha with an annual production of 1.6 million tonnes
(FAO, 2005).
Wine has been made in India for as many as 5,000 years. It was the
early European travellers to the courts of the Mughal emperors Akbar,
Jahangir and Shah Jehan in the sixteenth and seventeenth centuries
A.D. who reported tasting wines from the royal vineyards. Both red
(Kandhari) and white wines (Bhokri, Fakdi, Sahebi etc.) were produced.
Under British influence in the nineteenth century, 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


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Great Calcutta Exhibition of 1884. However, Indian vineyards were
totally destroyed by unknown reasons in the 1890s.
Due to limited domestic consumption of wine and non availability of
standard wine varieties to produce good quality wines of international
standards, much emphasis was not given for research during previous
decades in India. Commercial wine grape production, however in India
has begun only since 1980‘s. Although exact figures are not available
regarding 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 PuneNarayangaon, 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.


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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.

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

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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 non-native 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.

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.


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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.


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

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Opportunities
Threats
100 million persons will be
The Indian constitution
legally allowed to drink
discourages
alcohol
alcohol (25 yrs. old) in the
consumption.
next 5 years.
Wine viewed as a “sin” by
Supermarkets are emerging
some.
to support wine distribution
Indians still prefer whisky.
infrastructure.
Advertising for alcoholic
Domestic
market
with
beverages is banned.
increasing
disposable
Domestic wine production is
income.
coddled
by
State
Growing tourism industry.
Government.


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MARKETING AND ADVERTISING
Television:
Television advertisements for alcoholic products are illegal in India, so
other means have been devised to present alcoholic beverages to the
public. 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.
Magazines:
Magazines are also prohibited from advertising alcohol except for the
Sommelier India magazine which is dedicated to the wine trade in India.
The magazine is written by Indian and international writers, and
contains articles and information about the wine culture in India as well
as wine profiles that critique different wines.
Expos:
Wine Expos and wine shows like IFE-India, Vinitaly India in Delhi, and
Annapoorna India in Mumbai have become important vehicles for wine
companies to do market surveys and have wine tasted by potential
customers. Many expos and shows take place throughout India and are
generally posted on Indianwine.com and Sommelier India.
On Site:
On-site promotion can often be allowed although it is far less common.
In Delhi, it is prohibited to promote/advertise alcohol products;
therefore, many companies engage in surrogate advertising, 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.


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Clubs:
Wine clubs serve a crucial purpose in making, selecting and, purchasing
wines for their members, among other tasks. These institutions make
the entire process approachable and easy for the consumer, and they
also provide a selling outlet for the producer. By making wine less
intimidating, wine clubs involve people who would otherwise be
discouraged by it.

PRESENT SCENARIO OF WINE INDUSTRY IN INDIA
This paper reviews the nascent Indian wine industry in terms of the
area, production and marketing of wines in the country. Approximately
38 wineries are presently operating in the country with a total
production of 6.2 million liters annually. Maharashtra is leading among
the states with 36 wineries and 5.4 million liter production. Apart from
this, 72,000 wine cases are imported mainly by ITDC, Sansula, Brindco,
E & J Gallo and other private companies. At present 7, 62,000 wine
cases are sold every year, which includes 46,000 cases of sparkling
wines. This is in contrast to the much higher figures of other drinks such
as whisky, brandy and rum sold in the country. Eighty percent of wine
consumption in the country is confined in major cities such as Mumbai
(39%), Delhi (23%), Bangalore (9%) and Goa (9%). There is growing
awareness about the wine as a product in the domestic market.
Poor storage and transport facilities in spite of tropical climate are the
main problems of wine marketing in the country. 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. These and other factors contributed to India‘s low wine
consumption which is hardly 0.07 L per capita. Certain promotional
strategies, such as easing of tariff barriers for the wines, developing


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awareness on health benefits of wine and to supply good quality wines
in reasonable prices in the domestic market are emphasized.
Contributions made by major wineries such as, Champagne Indage (CI),
Grover Vineyards and Sula Vineyards for indigenous production of
quality wines in the country are highlighted. CI at Narayangaon is a
pioneer of French style wines in India, produces exquisite qualities in
both still and sparkling wines. The company has the capacity of
producing over 3 million bottles annually. Some of their wines are
exported to many European and Asian countries. The company has a
good collection of European wine varieties. The Grover’s Vineyards
located in southern Karnataka state also exports wines worth $
4,35,000 every year. This company has 200 hectares of vineyards under
wine grapes of 35 varieties. Sula vineyards at Nashik has new welcome
additions to India‘s smarter wine list. In Nashik region ‗Chenin Blanc‘is
quite predominantly grown but emphasis should be given to red wine
varieties. Sangli is another region but here farmers are advised to
choose appropriate varieties depending upon soil and microclimate.
Grape growing is a highly capital intensive project, concerted efforts are
required by the Financial agencies to reduce the rate of interest to 6-7%
from the present 10-13%. Viticulture and wine making aspects
influencing the quality of wines have been emphasized on. Wine grape
cultivation practices are given in detail along with the prominent
European varieties which are commercially grown in the country. The
performance in terms of fruit yield, juice yield, TSS, acidity and pH
measurements of major wine varieties are presented. The discussions
highlighted in this paper will be of immense value to the grape growers,
wineries, policy makers, financial institutions and government agencies
dealing with the production.


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Major Wine markets of the World
Out of world‘s total annual production of 32 billion liters‘, the following
are among the top countries and MNC‘s have their major share in the
world wine market.
France
Italy
Spain
US
Argentina
Germany
South Africa
Australia
China
Gallo (MNC)
Portugal

5.6 billion
liters
5.3 ―
3.5 ―
2.2 ―
1.4 ―
1.0 ―
770million
liters
750 ―
690 ―
675 ―
611 ―

In case of Australia, that export 230 million liters annually worth more
than 1 billion dollars and UK is its major market worth $489 million.


Page 26

Types of wine
Red Wine -Red wine is made from
grapes that are usually red or purple in
color. The color of the wine comes
from leaving these dark colored skins in
with the juice during the wine making
process. This is different from white
wine where the skins are removed
before the wine making process begins.
Wine has been around for thousands of
years. Until recently the process to
make red wine, no matter what grape
was used, was always exactly the same.
In the 1940s, wine makers began to
experiment with the wine making
process. Today, 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.
It is also different from white wine because of the tannin from the
grape skins. Tannin gives it the ability to age longer than white wine. It
also allows the wine to continue to improve during the aging process.
You may have noticed the wine is categorized as having one of three
body types: light bodied, medium bodied and full bodied. The body
type does not refer to how the wine tastes, instead it gives you an idea
of its overall depth and structure.


Page 27

Red wine is the most popular and preferred form of wine world over.
But not many people know about the different types of red wine. The
wines are classified according to the grapes they are produced from
and the area they are prepared in. when only one variety is mentioned
on the bottle, it is called a ‗varietal wine‘. Such wines are named after
the grape and the first letter would be a capital letter. Read on to know
the different types of red wine.
Syrah / Shiraz (Pronounced as See-Rah / Shear-Oz)
Syrah wine, also known as Shiraz, is produced widely in places like
Rhone Valley (France), California and Australia. The Syrah is known for
its rich aroma and dark color. The taste usually is a rich, fruity blackcurrant one. The Syrah is one of the most common grape varieties.
Depending on the location and fermentation of the grapes, it is used to
produce a spicy, complex wine or a simple 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.
Merlot (Pronounced as Mehr-Low) The Merlot is preferred by people
these days due to the fact that it has a very soft and light taste. 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. A
cool consistent climate is preferred to grow Merlot wine grapes. It is
grown in abundance in Italy, Romania, California, Washington State,
Chile and Australia. The typical flavor of this wine resembles with the
taste of black cherry and herbs.
Cabernet Sauvignon (Pronounced as Cah-burr-Nay Sow-vee-Nyoh)
One of the best varieties of wine, Cabernet Sauvignon is said to be one
of the best varieties of wine, accepted world-wide. It is fermented in
oak barrels to give it a unique taste. Cabernet Sauvignon grapes are
most widely planted grapes world over. The grapes need ample
sunshine and well-drained soils to grow. This wine is supposed to have

Page 28

health properties and when taken in moderation, is supposed to have
health benefits like preventing cardiovascular diseases.
Pinot Noir (Pronounced as Pee-noh Nwah)
A rare variety, 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, California, Oregon, and New Zealand.
Pinot Noir grapes are among the oldest varieties of wine grapes that
are grown. Often, it so happens that the parent grape may produce a
fruit that may be totally different in size, flavor, color and even aroma.
Zinfandel (Pronounced as Zin-fan-Dell)
This is one of the most versatile wines and is grown only in California. It
is used to produce the red as well as white wines. The Zinfandel grapes
are red skinned and have a very luscious texture. The skin is usually
quite thin and if not picked in time, it may rot quickly. They grow in
tight bunches and the fruits have much depth of flavor.
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. They are black colored grapes and are widely grown in
Italy. These grapes usually give a high yield, even though they take time
to ripen. 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. This
is a versatile wine and is produced on a large scale in California. It has a
silky texture, juicy plum fruit taste and just the right amount of acidity.
The grape that is used to produce Barbera wine is a juicy black one that
grows in long tight bunches.

Page 29

White Wines –
White wine differs from red wine
in, first and most obviously,
color. Under that skin, the pulpy
part of a white grape is the same
color as that of a red grape. The
skin dictates the end color for red
wine, which differs from the
white's color determinates.
Color in white wine does vary,
often from the type of grape,
occasionally from the use of
wood. Listed below are a few of
the most common white varieties
in the world wine market and of
wine.com. They are listed from
lighter bodied, and lighter
colored, to fuller bodied with
deeper colors. 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.


Page 30

Grapes/Region
Champagne

Where primarily grown
Champagne, France

Pinot Grigio/Pinot Gris

Alsace, France; Italy; Oregon;
California

Sauvignon Blanc

Loire, France; New Zealand;
California; South Africa

Chenin Blanc

Loire, France; South Africa

Riesling

Germany; Alsace, France;
Australia; New Zealand;
Washington State; California

Chardonnay

Burgundy, France; Australia;
California; South America;
South Africa; Oregon

Viognier

Rhone, France; California

Other white grapes to notice, listed alphabetically:
Grapes
Albariño

Where they grow best
Spain

Gewurztraminer

Alsace, France; Germany

Sémillon

Bordeaux, France; Australia


Page 31

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

SauvignonBlanc Sauvignon blanc is also known as 'fumé blanc'.
Sauvignon blanc is very popular amongst the middle class white wine

Page 32

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

Page 33

Fortified wines
A fortified wine is a wine to which spirits such as brandy have been
added. In addition to raising the alcohol content of the wine, the spirits
also change the flavor profile, making a unique and very distinctive
wine. While fortified wine was originally born out of necessity,
consumers began to appreciate and enjoy the flavor, and so producers
continue to make it. There are a wide number of varieties of fortified
wine, although some of the most
famous are Vermouth from
France, Marsala from Italy, Sherry
from Spain, and Madeira and Port
from Portugal. Most fortified
wines are named after the regions
that they are produced in, as each
regional fortified wine has a
distinct style. They may also be
further classified by grade and
fermenting process, as is the case
with sherry, which comes in
varieties like Fino and Oloroso. In
some cases, a fortified wine may
be protected with an Appellation
of Controlled Origin, meaning that
only wines from a certain region
may bear that name. Wines not made in that region can only be labeled
as being in the ―style‖ of that particular area.
The origins of fortified wine can be found in the 16th century, when a
growing number of countries were exporting wine. Unfortunately,
these wines were not terribly shelf stable, and they often went bad
during the shipping process. To compound the problem, the wines were
also not able to stand up to the often violent movements below decks.

Page 34

In an effort to preserve their wines, winemakers began adding brandy,
creating fortified wine.
In brandy is added before the fermentation process begins, the result is
a very sweet, rich fortified wine such as Port, which is often used as a
dessert wine. Adding brandy afterwards makes a more dry wine, like
traditional dry Vermouth. Depending on how the wine is aged and
handled, the flavor can vary widely, from the mellowness of cream
sherry to the extreme tartness of extra-dry vermouth.


Page 35

Champagne and Sparkling Wines
Champagne, that wonderful
nose tickling beverage, is by far
the most famously celebrated
of all sparkling wines.
Champagne is a type of
Sparkling Wine, but...
The type of sparkling wine that
can be truly called Champagne
is made only from grapes of
the Champagne region of
France.
Not only that, but French law
dictates that all sparkling
wines made in that area must
be made by a special process
called the traditional or
champagne
method.
The
French term is méthod champenoise. Only then, should it be called
Champagne.
Bubblies produced in other parts of the world, even if they are created
by the traditional method, should be referred to as sparkling wines.


Page 36

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


Page 37

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. Despite the country‘s vast population of over 1.1
Billion, the consumption of wine remains extremely low. The per capita
consumption of wine in the country was estimated at around 9
Milliliters in 2008, indicating huge potential for growth in the coming
years.
Various factors such as favorable government policies, increasing
disposable income, amplified wine marketing and influence of western
culture are helping to drive India‘s wine consumption. According to our
latest research report, ―Indian Wine Industry Forecast to 2012‖, wine
consumption in India is expected to grow by 35-30% annually between
2009 and 2012.
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, giving a boost to the domestic industry. Efforts by the
Maharashtra and Karnataka governments remain far-fetched in this
regard. However, 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.
While local players are including affordable imported wines in their
portfolios to attract new consumers, foreign firms are trying hard to
expand in the market owing to high rate of tax levied. Our research
indicates that the premium wine segment in the country is dominated
by imported wines. This is because domestic wines are still unable to
demand a high price, largely because of low brand awareness and lack

Page 38

of quality taste. Meanwhile, total consumption is dominated by
domestically-produced cheap wine.
Indian Wine Industry Forecast to 2012 provides extensive research and
rational analysis on the wine market in India. Our research gives deep
insight into India‘s wine consumption in terms of domesticallyproduced and imported wines, price structure, sales by location, type of
wine consumed and a possible regional segmentation. 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. Besides this, the report provides thorough analysis on the wine
production, wine exports and wine import of the country.
Internationally the wine industry has faced a lot of challenges such as
competition with global connoisseurs of wine in Europe, improving the
quality of wines in India, sustaining high growth rates and increasing
consumption of wine. In order to address these challenges, the
government is planning to simplify the complicated structure and
introduce a uniform duty structure to process tax and duty calculation.
Several Indian states, including Maharashtra, the largest producer of
Wine in India, have started to provide duty exemptions. Also, boosting
wine consumption is the commissioned sanctioning of wine bars in
Maharashtra. The government has also initiated the establishment of
wine parks in grape cultivating regions in India. Recently, several state
governments are taking initiatives to promote wine tourism.
 Project report on setting up wine Industry
By: Gowaribidnoor
Bangalore
Submitted to Karnataka Wine Board


Page 39

Findings:
Though the market share of wine among the alcoholic beverages is
surely but steadily increasing, still it is at a very primary stage. The
challenge before the winemakers in India is to develop the domestic
market, as a majority of the Indian consumer prefers beer, whisky, and
rum and sometimes even home brewed spirits over champagne and
wine.
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.
The international market is a promising arena for the Indian wine. The
Indian wine industry though as its infancy stage, is hoping to challenge
the supremacy if wine countries in an effort to gain a foothold in the
international market.
Though they get most of their technology and advice from Europe,
Indian winemakers are now promoting themselves in a big way to catch
the attention of the rest world. The favorable climatic conditions and
superior quality of Indian grapes would provide an added advantage to
attain this objective.
 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, (2) food-wine pairing
recommendations increased sales by 7.6 percent, and (3) wine tastings

Page 40

increased sales by 48 percent. In general, 69 to 87 percent of the
increase in sales of promoted wines comes from diners who would
likely have ordered a non-promoted wine. This means that 13 to 31
percent of the increase comes from diners who would have otherwise
ordered liquor, beer, and nonalcoholic drinks. Specific implications for
responsible restaurateurs are outlined, including the caveat to not
cannibalize sales by promoting a lower-margin, lower-profit wine.
• The historical and projected increase in wine sales is caused by a
convergence of several factors. Among which are the fit between the
product attributes and the market‘s demand for sweeter and fruitier
liquors, the classy image of wine drinking, trend towards healthier
products, and the influx of cheap wines.
• Still, the current base of wine drinkers in the country is less than half
of the total potential wine consumers. The potential wine market is
large compared to the current volumes.
• Almost all of the current drinkers of wines are enthusiasts or
consumers. In fact, only 0.1% of the current drinkers are connoisseurs
who occupy a small niche in the industry. The enthusiasts are drinking
wines because of its sweet and fruity taste, smoothness, health
benefits, and lower alcoholic content. However, they are price
conscious, preferring economy priced wines. Also, they are not versed
and sometimes averse to the idiosyncrasies of wines and wine drinking.
• As mentioned, economy-priced wines are responsible for the increase
in wine sales, as it now constitutes 83% of the total wine sales. The
remaining 17% goes to the middle to premium priced wines, which are
bought by the connoisseurs.
• Ninety percent of the wines being bought are still wines. Red
accounts for 73%. The popularity of still wines may be attributed to the
fact that other wines like sparkling and specialty wines, cost more and
are less promoted by their importers.
• New World wines, particularly from Chile, are the most popular wines
because of their simplicity, taste, and price, which are attributes
appreciated by majority of the market. Further, these wines are more

Page 41

modern in terms of packaging and even content. Thus, they are not
intimidating to the enthusiast-consumer who shies away from old
world wines.
• The wine importers have three strategies. The niche strategy used by
importers of middle to premium priced wines cater to the
connoisseurs. The piggy backers treat wines as a mere product portfolio
addition, while focusing on more profitable alcoholic products. The
branders treat the wines as consumer products, backed with traditional
marketing strategies.
• The two distribution channels for wines, the on and off premises,
have increased in sales turnover. Although majority of the people still
buy from off-premise outlets, more people are purchasing and drinking
wines in the on-premise. Both distribution channels have their own set
of marketing practices that wine companies need to know in order to
compete in.
• Branded wines control the market since they are able to forge an
affinity and relationship with the otherwise confused consumer.
Further, the top branded wines all possess the taste qualities
demanded by the critical mass. These wines create awareness for
themselves through push and pull marketing practices and generating a
good word-of-mouth buzz around their brands.
• The current market leaders also benefited from being the first-movers
in the industry, marketing-wise. Asti Martini is now the benchmark of
sparkling wines because it was the first brand to advertise on TV seven
years ago. Carlo Rossi and Novellino were also the first and only brands
of still wines to have television and print advertising. 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. Connecting this to the impulsive and emotional
behavior of the market and the fact that these consumers are generally
not interested in the


Page 42

Elitist elements of wine drinking, first-movers instantly create
awareness and affinity with the market since these brands eased these
people in the world of wines.

OBJECTIVE AND RESEARCH METHODOLOGY
OBJECTIVE OF STUDY
The research objective is a statement, in as precise terminology as
possible, of what information is needed. 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.
 To know the choice of people towards wine.
 To know on what occasion they like wine most.
 To know the factor which influences people to buy wine?
 To know what they prefer to eat with wine.
RESEARCH METHODOLOGY
Research methodology is a strategy that guides a research in providing
answers to research questions and for this, research survey is being
done. ―Accuracy of the study depends on the systematic application of
the method‖. The researcher has to decide the method to be used that
helps him to get a desired direction in a systematic way.
Research always starts with a question or a problem. 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.
Research Methodology is the investigation of specific problem in detail.
At first problem is defined carefully for conducting research. There
should be a good research plan for conducting research. No research

Page 43

can be done without data collection. After all this analyze is made for
getting solution for problem.
 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.
The quality of wine can be improved in India according to the
international standards. The study also throws light on other
demographics contributing to the growth of this industry in India and in
the minds of Indian consumers.
LIMITATIONS OF THE STUDY
 The survey was restricted to Mumbai, so the regional differences
if any could have affected the study.
 Due to the time and resource constraints the sample size had to
be restricted.
 Some time respondents did not give accurate information.
 Female customers were not interested to fill the questionnaire, it
is may be social or cultural reason.
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.
 Development of appropriate research design.
 Execution of research design.
 Communication of results.

Page 44

Each step is viewed as a separate process that includes a combination
of task, step and specific procedure. The steps undertake are logical,
objective, systematic, reliable, valid, impersonal and ongoing.
DATA COLLECTION:To obtain the necessary information pertaining to the study,
questionnaires were prepared. 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. The questions were
arranged in a proper sequence so that there was continuity in the
interview. The questions framed were mostly closed ended. These were
in order to obtain the primary source of data. The secondary sources of
data were Internet search magazines and the websites of the wines.
 PRIMARY DATA:- New data gathered to help solve the problem at
hand. As compared to secondary data which is previously
gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly
collected in the course of research, Consists of original
information that comes from people and includes information
gathered from surveys, focus groups, independent observations
and test results. 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.
Collect primary data by Personal investigation
Observation method
Questionnaire methods


Page 45

 SECONDARY DATA:- Information that already exists somewhere,
have been collected for another purpose, sources include census
reports, trade publications, and subscription services. Data that
have already been collected and published for another research
project called secondary data. There are two types of secondary
data: internal and external secondary data. Information compiled
inside or outside the organization for some purpose other than
the current investigation. Data that already have been collected
for some purpose other than the current study. Secondary data
are collect from websites and journals.
 RESPONDENTS: Customers visiting wine stores in Selaqui,Ballupur
chowk and Balliwala chowk.
SAMPLING PLAN
The sampling plan calls for three decisions.
A) Sampling Unit: I have completed my survey in
Dehradun(Selaqui,Ballupur chowk and Balliwala chowk. )
B) Sample Size: The selection of 100 respondents. The sample was
drawn from daily customers. The selection of the respondent was done
on the basis of simple random sampling.
C) Contact methods: I have conducted the respondent through
personal interviews.
SAMPLING TECHNIQUE
A simple random sample is a group of subjects chosen from a larger
group of population. Each subject from the population is chosen
randomly and entirely by chance, such that each subject has the same
probability of being chosen at any stage during the sampling process.


Page 46

SURVEY STRATEGY
Personal interview method was followed to conduct the survey &
collection of the data because:Time was limited and this method was accurate, sure and quick. It
eliminates the chances of non-responses. On the spot clarification
could be given if necessary.
ANALYSIS AND INTERPRETATION
 Age (Years)
Age
18-24 25-30
Result 18
40

31-35
24

36-40
12

Above 40
6

Age
6%
12%

18%
18-24
25-30
31-35

24%

35-40
40%

Above 40

SOURCE: Data collected through questionnaire.
Interpretation:From the total respondent 40% people of 25-30 age group consume
more wine after that 24% consumed by 31-35 age group. Still 18% by
18-24 age group, 12% by 36-40, and 6% is consumed by above 40,

Page 47

that‘s why it is suggested that wine manufacturer and shopkeeper must
be targeting those customers who lie in between 25-35.
 Gender:
Gender
Result

Female
19

Male
81

Gender
19%
Female
Male
81%


Page 48

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


Page 49

TOPOGRAPHY OF THE INDIAN WINE MAKING INDUSTRY: A GLOCAL PERSPECTIVE

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