Wi-Not

Why the Indian market? 

India: with a GDP growth rate of 9.1% per annum and a population of 1.4 billion, is the market of the moment for all sectors and industries. The globe’s largest democracy, with 70% of its population under the age of 35, is slated to overtake China to become the world’s most populated country over the next 25 years. Over the past few years, India has seen a significant change in lifestyles, attitudes and also, consumption patterns. With increased purchasing power and credit allowances, more Indians are now leading comfort-laden lives, something that was normally considered a Western luxury. The phenomenon of reverse brain-drain – wherein highly-educated Indians who had left the country to pursue careers in the US or Europe return to their mother land – sees inward immigrations reach a healthy and increasing number every year. This recent influx has one important consequence: creation of a consumer market with a desire to continue leading a similar Western lifestyle and consume the same products as they did abroad. Thence, wine…

The wine industry in India last year amounted to sales of 900,000 cases, 170,000 of which were imported. With annual growth rate at a steady 30% over the past couple of years, sales should break the 1 million cases mark by late 2008. A relatively small market compared to many other countries but still, considering the overall and urban population, this is one wine market which presents amazing potential to producers at every level.

With other markets in Asia also presenting interesting opportunities to wineries looking at extending their sales abroad, India does however have one particularity which stands out from other countries: its people. With English being spoken by a large percentage of the population, one of the highest levels of education in developing countries, and a capacity to assimilate cultures and foreign influences whilst retaining that distinct “Indianness”, the awareness for quality products is on the rise. Previously only known for its whisky consumption, India, over the past few years, has seen the number of wine drinkers grow exponentially with a forecasted wine-drinking population exceeding 30 million. No longer limited to the major cities such as Mumbai and Delhi (which collectively account for over half the wine consumed in the country) it is expected that rural consumption will eventually account for 75% percent of the market. This is a sign of things to come, which also highlights the importance of having a structured approach to the entire exercise of introducing wines in the Indian Diaspora.

Wineries entering the market should be fully aware not only of the gains to be had, but also of the potential pitfalls. Touching down in a new market requires thorough observation, analysis and evaluation, not only of the market potential but also of one’s own capacities to fulfil those needs. Given such a complex and alien environment, Wi-Not, India’s first professional wine and beverage solutions set-up, offers wineries assistance in this regard, guiding and leading them all the way.

The first step in this process is to have Wi-Not consultants come and research the products for their suitability for the Indian market as also the company’s capacities and constraints, and how these could be matched to potential partners. For any winery looking to venture into the Indian market, a number of strategic options are possible. We can also provide assistance with any prior contacts that you may have already established, helping you with details pertaining to how to go about drafting a contract with a new partner and the potential dangers and threats involved in it. Our services could cover the following:

1. Tasting and commenting on wines which you have and may wish to export to India or subsequently produce in India. This service has no charge; just the wines and their prices need to be made available to us and we will send across a viability report.
2. Apart from help with choosing wines, we can also help with label design and other aspects of marketing which are India-centric and culturally better poised to make a lasting impression on the minds of Indian consumers. From tasting notes, service and pairing aspects to PoS material and other promotional props, we can assist in designing all in-house.
3. Providing links with popular or established wine importers who you may choose to work with at your own discretion. No hotel or restaurant listings are guaranteed under this as that remains an independent activity under the jurisdiction of the respective establishments.
4. Conducting a launch for your brand which may or may not be with a partner suggested by us. This could include tastings, dinners/lunches, media presentations, consumer evenings, press releases, etc. And the professional fee will vary depending on the type of event and nature of our involvement. This may not be seen as a product endorsement but a product presentation. However, you may use the information imparted here (via recordings, etc.) in any manner you would like.
5. Subsequently, we couldlook at preparing a plan for marketing and sales, the corporate company presentation, training sessions, consumer evenings, wine and food festivals and other similar promotional activities. The professional fee will depend on the type of event and nature and extent of our involvement.
6. Wine trainings and wine events around the product such as pairing exercises, consumer evenings, trade and/or media presentations (or something more tailor-made) are our core strength and we can evolve a rolling plan to implement the same nation-wide.

We do hope this helps make the terms of our possible association more precise. Please do not hesitate to get in touch for more details.



Winemakers’ Lunch



Winemakers’ Dinner