Raise
a toast
Dr
Neeraj Agarwal and Ajoy Shaw discuss the efforts of Sula Wines, to increase
production and encourage wine consumption across the country
Metros
and semi-metros in India are increasingly seeing a growing number of
wine drinkers. The consumption of wines in the country recorded a 14
per cent growth in the year 2003-04 reaching 4,90,000 cases as against
4,30,000 cases consumed the previous year. In fact, wine consumption
in the country is increasing at a rate of over 20 per cent per year,
and this growth rate is expected to continue for at least the next five
years. The largest market for wine in India is Mumbai, followed by Delhi,
Bangalore, Goa, Kolkata, Pune and Rajasthan. However, this growth in
the demand for wine can be sustained only if regulatory controls are
eased in the country. For instance, though wine is exported from the
country, yet it cannot be sold in states like Kerala and Andhra Pradesh
because of interstate trade barriers in liquor. These states need to
bring down the barriers for encouraging consumption of domestically
produced wine. However some states, like Maharashtra, have recognised
the potential of this industry and is coming up with many wine-friendly
policies. The Maharashtra Government has nominated a nodal agency to
encourage wine production and consumption in the state.
The Indian wine companies, on their part, are making efforts to tap
the vast potential available for wine export. Active steps are being
taken to research the markets abroad. Indian wine companies are traveling
to other countries and are corresponding with various distributors in
order to understand the respective country’s governmental policies
and distribution channels. Indian wine is gaining greater acceptance
in countries like US and France. This is reflected in the increasing
trade between the countries.
Potential markets for Indian wines are China, Singapore, Japan, Nepal
and Bhutan. Our wine companies have not yet exploited countries like
Australia, Chile and South Africa, which have made a name for them in
the wine market.
Sula Wines have been exported to Italy for almost two years. GAJA Distribuzione,
one of Italy’s finest wine importer, is importing the wines into
Italy where the sales figures reflect that the wines are well received.
The exports to France are also constantly on the rise. In fact, Sula
wine is on the list in restaurants that have been awarded stars by Michelin,
Paris and some of the best wine stores in France.
Globally, 95-97 per cent of grape cultivation is devoted to wine-grapes.
However, until recently, almost 99 per cent of the grapes cultivated
in India were table-grapes even though the country had a lot of potential
to grow grapes for wine making. Historically, Nashik is reputed for
growing grapes of the Fakri, Bhokari, Anab-e-Shai, Kali Sahebi, and
Selection-7 varieties. More recently, there are several newgeneration
table varieties like Thompson Seedless, Tas-e- Ganesh, Sonaka, Sharad
Seedless, Flame and H-5 that are flourishing in the area. With the manifested
success of wine grape cultivation in Nashik, the city is now featured
on world maps of grape cultivation areas based on the quality and quantity
of grapes harvested.
To cater to the increasing wine demand, Sula has acquired 300 acres
of land in Dindori, Nashik for vineyard expansion. Set on rolling hills
with great drainage, Dindori has a perfect red wine grape climate and
the requisite red, stony soil. The company is concentrating on Cabernet,
Shiraz and Sauvignon Blanc grape plantations in this area. The climate
here is much cooler during the growing season than other regions like
Bangalore and Sangli. Nashik is situated at 2,000 feet above sea level
between 190-33’ to 200-53’ North latitude and 730-16’
to 750-6’ East longitude in the Western Ghats.
A project for watershed management is already being implemented here.
This effort is expected to reduce the company’s dependency on the
Karanjivan dam. A project for making vermi-compost has also been started
at Dindori. Sula’s processing plant is also situated at Nashik,
at an altitude of about 650 m above sea level. The company encourages
manual picking of grapes in order to prevent leaves, insects and diseased
bunches of grapes from entering the press. The grapes and vineyards
are not sprayed with pesticide for a minimum of 45 days before harvest.
Also, fermentation is carried out in inert stainless steel which reduces
the risk that wooden vats involve. Cleaning these steel tanks and maintaining
hygienic conditions is also much easier. The company uses special and
selected yeast strains, developed after immense research, for the process.
Critical parameters of wine are monitored in laboratories with specialised
equipment. This involves checking the level of volatile acids, dissolved
oxygen during bottling, monitoring carbon dioxide levels, and so on.
Refrigeration systems are used to monitor and maintain the controlled
fermentation. Sula sources its processing and packaging inputs from
various countries; yeast from France, bottling line from US, bottles
from Europe, cork from Portugal and France, and foil from Spain.
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