Industry Analysis Case Study

The Maturity in the Indian Wine Industry

OR

Abstract:
Established in the mid eighties, the Indian wine industry with a growth rate of 30% has been showing immense potential for growth. With some Indian brands winning awards at international wine competitions, Indian wines were increasingly being appreciated in the global market. However, despite the encouraging growth rate and the assiduous efforts being made by the local players and the government, can the industry live up to the promise of becoming a global entity?

The case traces the growth of the Indian wine industry, the various challenges faced by the nascent industry, the big players in the market and the efforts made by them to increase sales in both the domestic and global market.

Pedagogical Objectives:

• The case outlines the growth of the Indian wine industry
• The case discusses the challenges faced by the Indian wine industry
• It also discusses the efforts made by them to increase sales.

Keywords : Viticulture; potential for growth;Industry Analysis Case Study; international wine markets; exports; imports; ‘Old World’ world wine producing countries; ‘New world’ world wine producing countries; major wine growing regions in India; other players; big players; marketing; promotional strategies; major hurdles; future prospects