International Journal of Commerce and Management Research

Authors
Dr. YT Pawar

Abstract
The global wine industry is expected to generate almost $292 billion in 2014. At that point market volume should exceed 22.1 billion liters, representing a near 3.5% increase in five years. However the wine industry in India is still in its nascent stage with a 19% increase year on year. The wine market in India has grown from 3,40,000 : 9-Lcases in 2001-02 to an estimated 2.35 million: 9-L cases in 2012-13. Despite this growth, the per capita consumption stands at 23 ml unlike the rest of the world. The bulk of wine sales is seen in Mumbai, Delhi, Bangalore and Goa, while wine sales are seeing an increasing presence in Tier 2 cities. The revision of wine policy in Maharashtra and Karnataka saw a boom in wine production in domestic sector with a host of small players and wineries are mushrooming in many of the states. However, the time has come for taking consolidate efforts to revive Indian wine sector and this will benefit the small as well as big players. This research paper provides detailed information regarding opportunities, challenges faced by Indian Wine Industry and marketing strategies adopted by few of the leading players of the industry.