Market Research Report : Wines Market in India 2010


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The wine market in India has been growing due to changing market scenarios and growing income levels and has become a part of an individual’s regular consumption basket. Due to changing cultures, consumers are becoming more aware of domestic and foreign brands which are boosting the consumption levels. Players in the industry are launching regular and premium brands. A range of price points are being targeted to tap the market potential. Wine and food pairing events and sessions are also increasing in number which in turn is popularizing the beverage to a great extent.

The report begins with an introduction section wherein a differentiation of the alcoholic beverages has been provided on the basis of production with a focus on the wine category. This is followed by the market overview section providing the size and growth in the market of volume consumed. It also provides the existing and forecasted market segmentation by types of wine consumed in India and the current region-wise consumption levels. This is followed by information regarding the market in terms of production of wine showing the number of wineries operating in India with the break-up of price points of production. A clear description of grape cultivation in India has also been provided to show the amount of grapes cultivated and used in wine cultivation in India and also the major areas of grape cultivation. It also shows a break-up of varieties of grapes cultivated. This is followed by the import structure of wine including the key countries from where it is carried out.

An analysis of the drivers explain the factors for growth of the industry including rising income levels, government initiatives young population and low penetration, growth in organized retail, changing lifestyles and perceptions, affordability and growing awareness towards international brands. The key challenges identified encompass presence of substitutes, variance in state-level policies, advertising ban on alcohol and inconsistent quality. Key trends in the market have also been analyzed including emerging strategies and business models, new entrants – domestic and foreign, rising PE activity in wine sector, promotional wine events and wine clubs.

The competition section provides an overview of the competitive landscape of the market with the share of players in the wine market in terms of sales. A product portfolio matrix has also been illustrated covering all the players. It also includes brief profiles of the major players in the market.

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Market Research Report : Wines Market in India 2010

  1. 1. Wines Market – India September 2010
  2. 2. Executive Summary Wines market in India by consumption was valued at X mn cases in 20-- and is expected to grow at Z% over 20XX-XX The market primarily includes – Wine 1, Wine 2, Wine 3 and other varieties like 4 and 5 wines Market also account for a small share LE Preferences are more for still wines with State 1 emerging as the largest wine drinking state In wine production, State X accounts for most of the share followed by Y and Z Drivers: MP Rising income levels Challenges: Presence of substitutes A Government initiatives Variance in state-level policies Drivers & Challenges S Young population and low penetration Growth in Organized retail Changing lifestyles and perceptions Affordability Advertising ban on alcohol Inconsistent quality Growing awareness towards international brands Emerging strategies and business models Promotional Wine events Trends New entrants – domestic and foreign Wine Clubs Rising PE activity in wine sector Market is dominated by Company 1 with its ‘X’ brand Market is becoming more competitive with influx of foreign brands and players Competition Wine players also face stiff competition from other alcoholic beverages in India which have a greater market penetration WINES MARKET IN INDIA 2010.PPT 2
  3. 3. •Introduction •Market Overview •Drivers & Challenges •Trends •Competition •Key Developments WINES MARKET IN INDIA 2010.PPT 3
  4. 4. Wines market in India is growing with consumption concentrated to metros which favour still wines Consumption Volume and Growth • Nascent industry albeit a fast growing one attracting a number of domestic entrepreneurs, foreign firms, mn cases q and importers a Z% LE • Wine drinking is primarily a metropolitan phenomenon b p P Consumption in other cities and regions is low due to high price relative to beer and spirits as well as distribution hurdles impacting availability M c A • Preferences are largely towards still wines 0 S (traditional X and Y) although a market exists for A 2008 2013e and B wines also Wine Consumption (Region-wise) Segments State 6 2008 2013e State 5 14% Segment 1 Segment 1 3% X% X% State 1 State 4 10% 40% 11% State 3 Z% Z% 22% Segment 3 Y% Y% Segment 3 State 2 Segment 2 Segment 2 Source: WINES MARKET IN INDIA 2010.PPT 4
  5. 5. Domestic production is rising and concentrated largely in State 1 followed by State 2 at a distant second Production Volume and Growth • State 1, State 2 and State 3 are the wine producing mn lts states in India p a Q% • Wine districts of X, Y, Z in State 1 are growers of wine LE q grapes c r b P • District 1 and 2 is considered as the important grape s growing regions in State 2 M t • State 3 is another upcoming state for wine A 0 production S 2008 2009 2010e Wineries in India (March 2010) Price Points of Produced Wines in India Total Wineries: X State 4 State 5 7% State 3 <X E% Currently, out of X 1% C% wineries, Y are non X-Y State 2 B% D% operational (Z 27% Y-Z being in State 1) >Z 65% A% State 1 Source: WINES MARKET IN INDIA 2010.PPT 5
  6. 6. Drivers and Challenges – Summary Drivers Rising income levels Challenges Government initiatives Presence of substitutes Young population and low penetration Variance in state-level policies Growth in Organized retail Advertising ban on alcohol Changing lifestyles and perceptions Inconsistent quality Affordability Growing awareness towards international brands WINES MARKET IN INDIA 2010.PPT 6
  7. 7. Trends – Summary Emerging strategies and business models New entrants – domestic and Wine Clubs foreign Key Trends Promotional Wine events Rising PE activity in wine sector WINES MARKET IN INDIA 2010.PPT 7
  8. 8. Company 1 dominates the domestic market although new entrants will increase competition Overview Market share – Sales (2009) •Total number of functional wineries is estimated to be X with the maximum located LE in State 1 •Other major producers include Company 1, Company 2 and 3 MP •Competition is expected to increase with more 35% A entrants – domestic and imports 42% S •Competition for players also exists from other liquors which are popular in India which are consumed in large quantities •About X of the volume sales are through off- Others 50% 50% Company 1 trade channels – 5 star hotels, pubs and bar- restaurants Source: WINES MARKET IN INDIA 2010.PPT 8
  9. 9. Major Players (1/9) Company Business Description Company 1 • Formed in 19-- and based in State 1 • It operates as a subsidiary of Company X • Engages in manufacturing and marketing spirits in India • Produces X type of wine • Also produces rum, gin, vermouth, whisky, amaretto, vodka, tequila, cognac, and beer • Markets the ‘Z’ label of X type of wine wine Company 2 • Launched its wine in India in 20-- • Has a well developed estate of X acres at State 1 • Its entire process of wine making is inspired by oncology practices that are prevalent in the X region of Country Z • Sells A number of imported wines in India • Has plantations for varieties like Variety 1, 2, 3, 4, 5 and 6 • Is working on development of another X acres and will be ready by end of 20-- SAMPLE Source: WINES MARKET IN INDIA 2010.PPT 9
  10. 10. Thank you for the attention The Wines Market – India report is part of Research on India’s Food & Beverage Industry Series. For more detailed information or customized research requirements please contact: Gagan Uppal Gaurav Kumar Phone: +91 96191 00122 Phone: +91 98303 09715 E-Mail: E-Mail: Research on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick insights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries on About Netscribes Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth objectives. Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. WINES MARKET IN INDIA 2010.PPT 10