Wineries, Vineyards, Wine tourism, Nashik District, Problems in Wine tourism, Maharashtra State,

1. A perspective study of wine tourism in
Nashik district, Maharashtra.
Lalit M. Thakare, Dr. Tushar A. Shitole* and Madhav B. Thakare**
Asst. Professor, Dept. of Geography, S.P. College, Pune, Maharashtra. (lmthakare@gmail.com)
* Head, Dept. of Geography, Ramkrishna More College, Akurdi, Pune, Maharashtra.
**Asst. Professor, Dept. of Geography, N.D.M.V.P.’s Arts Science and Commerce College, Ozar (MIG), Nashik,
Maharashtra.

2. Introduction
• Wine Tourism has been defined as the visits to vineyards, wineries,
vineyard walks, wine festivals and wine shows for which grape wine
tasting and /or experiencing the attributes of a grape wine region are the
prime motivating factor for visits.
-Hall et al., 1996
• Wine tourism is also referred as Enotourism, Oenotourism or Vinitourism.
• Maharashtra covers 70% of the total area under grape in India mainly through its
districts of Nashik, Solapur, Sangli, Pune and Ahmednagar.

3. Nashik (33)
Sangli (13)
Pune (11)
Solapur (4)
Buldhana (3)
Osmanabad (2)

4. Nashik district – At a glance…
Sr. no. Charcteristics Description – Nashik District
1.
General  Third Largest City
 Third Most Industrialized City
 Northwest part of the Maharashtra state
2. Geographical Location 18.33o to 20.53o North latitude
73.16o to 75.16o Eastlongitude
3. Geographical Division  East foothill zone of Konkan
 Girna watershed
 Godavari Watershed.
4. Altitude 584 meters above msl
5. Soil type Red Brown Soil, Loamy Soil, Black Soil And Yellow Soil
6. Drainage Konkan rivers, Girna watershed, Godavari Watershed
7. Climate average annual temperature is above 42°C
Relative humidity ranges from 43% to 62%.
average annual rainfall -1056.5 mm
8. Weather for Grape production Winters - with a max and min temperature of 32°C and 8°C
respectively.
9. Population 6,107,187 (2011 Census)
2.334 Million (2019).

5. Nashik District – Agricultural Scenario
Sr.
no.
Major crops Bajra, Rice, Paddy, Jowar, Cotton, Groundnut, Grapes and
Pomegranate
10. Total Grape production 1.75 lakh hectare of land under grape cultivation (2018) out of
15.53 lakh hectare of cultivable land
11. Major Grape producing talukas Niphad, Nasik and Dindori out of 15 Talukas
12. Nashik grape export increased from about 4,000 metric tonnes in 2003 to over 49,000
metric tonnes in 2018
to - Netherlands; with Germany, United Kingdom and Belgium
13. Total Wine production 1.40 crore litres – highest record in 2018
14. Major Wineries and vineyards in
the district
1.Sula Vineyards
2. York Winery
3. Chateau d’Ori
4. Vintage Wines/Reveilo
5. Tiger Hill Vineyards
6. Other minor – 23
15. Approx. Wine tourists 2.50 lakh tourists 2015-16, 3.2 lakh (2018-19)

6. The main aim of the paper is a perspective study of wine tourism and its impact on
agro-economy of Nashik district.
1. To determine the status of wine tourism in Nashik district and motivations required
for promoting wine tourism.
2. To study the problems, government policies and required marketing strategies of
wine tourism in near future in Nashik district and overall country.
Aim and Objectives

7. Methodology
• Present study is based on both primary and the secondary source of data.
• Primary data has been collected by adopting field survey and interviews with winery owner, wine grape
cultivators owners of vineyards and wineries three major grape producers and winery owners from Nashik,
Dindori and Niphad talukas of the study areas.
1.Sula Vineyards
2. York Winery
3. Chateau d’Ori
were the three major wineries considered for interviews and interactions.
• Secondary data obtained from socio-economic abstract of the Nashik district (2010-11), District census
handbook, District Gazetteers. Agricultural and Processed Food Products Export Development Authority
(APEDA) and Maharashtra Tourism Development Corporation (MTDC) during 2010 and 2018..

8. a)Relief – Drainage –Geology – Wine Culture
b)Production of Grapes in tonnes in Nashik grape -cluster in every taluka.
c) Distribution of wineries as compare to grape- cluster.

10. Two vineries (total = 33 in Nashik dist)

11. Motivation to wine tourists
Wine - n - Dine
• Wine tasting
• Cellar lunches
• Cooking classes
• Restaurant
• Barbeque
facilities
• Fresh produce
sold
• Learning about
wine and
winemaking
• Wine purchasing
Sports – Wine
Tourism
• airplane banners
• Sport promotions
• Hot air balloons
• 4x4 Race track
• Horse/pony rides
• Hiking/biker trails
• Children’s
playground
• Golf
Media –Wine
Tourism
• Wine magazines
• Newspapers
adverts
• Television
adverts
• Conference
facilities
Wine Tours
• Educational tours
• Vineyard walking
• Wine/other
festivals
• Fruit picking by
visitors
• Picnic facilities
• Meet the
winemaker
• Animal feeding
and/or
• watching
Specific visitor motivations to visit wineries and Vineyards

12. Problems of wine tourism in Nashik district
1. Wine is not a popular drink at present.
2. Scarcity of water is the chief cause responsible for the wine industry
3. Unseasonal rains occurring in Nashik district which varies region wise.
4. Soil and water salinity in Maharashtra and drought in the hot tropical areas has added more critical
situation.
5. Short period available for ripening and lack of diversity in wines.
6. Very low proportion of export quality wine.
7. Heavy initial investment for establishing a vineyard and high expenditure required in vineyard
management.

13. • regional identity
• image and branding
• image and branding
• marketing and facilities
audits
• tourist expenditure
• To the wine sellers or bar owners
• Very high customs duty
• 463% to 706% from
1990 to 2018.
• export revenue
• taxation and regulation
• accreditation and awards
• infrastructure
• marketing and branding
promoting
and
marketing
skills
wine tourism
research at
the national
Level
wine tourism
research at
the regional
Level
Inadequate
help by the
government
authorities
Problems of wine tourism

14. Suggestions:
1. Encourage and support the farmers for establishing the vineyards.
2. Provide funds and subsidies on installation of drip irrigation systems and storage facilities.
3. Provide research support, immediate action plan and mitigation to sustain the productivity of grapes under
adverse situations like hailstorms (in 2013 and 2014), droughts (in 2002 and 2011), etc.
4. Promote and support the export of fresh and quality grapes by training the growers, producers and suppliers.
5. Research on grapes.
• Indian Council for Agricultural Research (ICAR),
• Institutes and State Agricultural Universities at different centres.
• National Research Centre for Grapes (NRCG), located at Pune, Maharashtra.
Government policies and plans for research and development of grapes
Need of framework and implementation

15. Conclusion
• There is no wine culture as such within the Nashik District, which highly affects wine market. But, in recent
years, prospects of growth for wine is increasing. With the current growth rate of 25% to 30%, the wine
tourism will boost up by 3 lacs tourist by 2019.
• There is lack of awareness and interest about the various types of wines and their consumption pattern.
• Age group of 25 to 35 consume wines more compared to others. Still wine consumption does not fit in to daily
cultural routine of Indians markets.
• Wine manufacturers with larger production facilities can achieve lower average costs, which can in turn
facilitate lower pricing, increased marketing expenditure or capital investment.
• In short, need of opportunities in wine tourism, improvement in social attitude towards winery, public
interest, response of government, marketing and supply has potentials to boost up Nashik wine tourism.

16. • Hall, C. M. et. al (1996). Wine tourism in New Zealand, G. Kearsley (ed.) Tourism Down Under II Sustainable Tourism Conference Proceedings, Centre for
Tourism, University of Otago, pp. 109-119.
• Raut A. and Bhakay J. (2012). Wine tourism in Maharashtra: Problems and Solutions, Asian Journal of Food and Agro-Industry., pp. 141-155.
• Shikhamany S.D. (2010). Grape production in India, National Research Centre for Grapes (ICAR), http://www.fao.org
• [2] Srivastava R.K. (2013). Perception Study of Wine Market Culture of an Emerging Market-India- Will it Emerge from Infant to Growth Stage?, Journal of
Hotel Bus Manage. Pp.106
• Bhosale S. (2001) Diagnostic Study Grape Cluster Nasik (Maharashtra) Developed Under The Cluster Development Agent Training Programme Of UNIDO
CDP, New Delhi & The Entrepreneurship Development Institute Of India (EDII), Ahemedabad.
• Olaru O. (2013) wine tourism – An opportunity for the development of wine industry. Ph. D. thesis, The Bucharest University of Economic Studies, Sectoral
Operational Programme Human Resources Development, pp. 158-165.
• Thaliath A. and Kumar D. N. S. (2014) Impact Of Quality Factors And Internal Factors In The Buying Decisions Of Wine Patrons: Critical Factor In Bench
Marking Wine Tourism Development And Management, International Journal Of Recent Scientific Research, Vol. 5(VI) pp. 1091-1097.
• Sharma B. (2015) Viticulture and Vinification” Two Fundamentals in Promotion of Wine Tourism In India, IJLTEMAS, Vol. 4 (VI) pp. 1-5.
• Srivastava RK (2013) Perception Study of Wine Market Culture of an Emerging Market-India- Will it Emerge from Infant to Growth Stage? J Hotel Bus
Manage 3:106.
• George B.P. (2006) Wine tourist motivation and the perceived importance of servicescape: A study conducted in Goa, India, Tourism Review, Vol. 61(III),
pp.15-19.
• Madaan N. (2014) Modest Maharashtra Tourism Development Corporation resorts set to acquire a grand look (TNN). The Times of India.
• Vora S. (2013) Cultivating a wine region in India. Travel.
• Ross R. (2009) Winery visits in Nasik, Maharashtra Source: The Wine Society of India Primary Data Survey (2014) Sula Wines Register
• Directorate Horticulture, Govt. of Maharashtra, 2001
References: