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Project Report for setting up Wine Industry,



Karnataka Wine Board
(A Govt. of Karnataka Undertaking)
# 78, Seetalakshmi Towers
Mission Road, Near Richmond Circle
Bangalore – 560027

Gautam Kalothia
Srinivas Rao .N
Satish Chandra

1. Introduction

2. Project at a Glance

3. Features

4. Production Facilities

5. Economic Feasibility

6. Location

7. Manufacturing Process

8. Product Mix

9. Quality Control And Rating System

10. Financial & Economic Aspects

11. Marketing Analysis

12. Financial Analysis


“Before you came, all things were what they are…

The sky was sight’s boundary…
The road, a road…
The glass of wine, a glass of wine!”
- Faiz Ahmed
Faiz’s (1911-1984)

Wine – An ancient drink associated and described

with king’s era and popularly known as “Varuni,
Soma Rasa, Madya, Madhu or Mai”. The words ‘filling
the cup’ meant living a full life of power and success
or joy. Wine is basically an alcoholic beverage made
by grape juice. It is a drink which comes in a bottle
after long under gone process of fermentation which
is truly an art of a wine maker. A perfect wine is in
itself a reason to enlighten and hence it is the most
popular beverage associated with happiness,
celebrations and festivities. And even today wine, as
a drink is associated with elite group of society.

Today, wine is getting promoted as a healthy drink

over other hard alcoholic drinks available in the
market. Studies have shown wine potentially
prevents or delays the onset of cancer, eliminate
bacteria which causes stomach poisoning also dilutes
cholesterol in the blood and thus reduces the
chances of heart decease.

The Indian wine industry has been steadily growing

over the last ten years. Wine is gradually becoming a
part of urban Indian life style. Rising incomes of
Indian population, changing demography and
exposure to new culture is adding to the higher
consumption. The market for wine is expected to
grow at over 25% per annum.

Grape wine making is gradually picking up especially

in India. Apart from world market, India is a very
good market. Wine consumption in the country is still
at nascent stage. Wine is now accepted as a health
or social drink and its consumption is increasing

Our varieties, Shiraz, Cabernet Sauvignon, Zinfandel,

Sauvignon Blanc, and Chenin Blanc, were carefully
chosen as good matches for our climate and growing
conditions. The warm days allow our red varieties to
achieve mature flavors and smooth tannins, the
grapes are not picked until the seeds are fully brown
and no green flavors remain. The stones of our
terrier are reflected in our white wines, with bright
acidity and a mineral finish being the hallmark of our
Sauvignon Blanc.

India is unique among other wine regions in the

absence of a winter dormancy period. Instead of
loosing their leaves following harvest our vines are
pruned again in April before the start of the
monsoon. During the monsoon the vines grow more
slowly as the sun is often hidden behind the thick
clouds blown over the Ghats from the ocean. This
second vegetative growing season allows our vines
to develop more quickly and establish deeper roots
to support the vine during the long dry season.

The process of manufacturing wine starts with

destemming the grapes and crushing them. The
extracted juice is then drained from the grapes and
skins. The juice and natural yeast are added to steel
vats for fermentation process. The juice that is now
called as ‘must’ ferment at controlled temperature
for a couple of months until the sugar is gone. The
dead yeast is now removed. The wine now can be
kept fresh or aged in stainless steel vat. The
remaining particles are removed from the wine by
draining and filtering. The wine is then bottled and

The shape and color of the wine bottled has their

own characteristic. The wine can be bottled into
bottle of different size and attractive shapes. The
bottle are labeled and sealed by wooden corks such
bottles are then marketed.


1. PROJECT : Grape Processing &

turing Unit
2. CAPACITY : 110000 liters

3. LOCATION : Gauribidanur,
re Rural
4. MAN POWER : 13 nos.

5. TOTAL PROJECT COST : Rs.195.50 Lacs.

a. Capital Investment Rs.177.50


b. Margin Money for Working

Capital Rs.18.00 Lacs.


a. Promoter’s capital is Rs.45.00


b. Term Loan from bank/finance

Institute Rs.
94.50 Lacs.


Year Percentage
White Red Port Cons. Cons.
Wine Wine Wine Wine Wine
1 90 70 70 90 90
2 90 70 70 90 90
3 90 70 70 90 90
4 90 70 70 90 90
5 90 70 70 90 90
6 90 70 70 90 90

Year Value (Rs. In Lacs.)

1 50.40
2 492.93
3 492.93
4 492.93
5 492.93
6 492.93

9. TERM LOAN : Rs.94.50 Lacs.

10. WORKING CAPITAL LOAN : Rs.29.50 Lacs.

11. LOAN REPAYMENT : Six year including

one year as a

It is well known that wine industry in India is at a

developing phase. The industry is not tapped to the
fullest. India has got great resources for wine
making. Wine making business is going to grow with
a very high pace in India. The new wine policy has
opened door and future in wine making in Karnataka,
India. It is seen that there is a demand for wine in
India and due to less production in India wine is
imported in India from countries like France, Italy and

In India, we got all resources for manufacturing wine

and enormous potential for grape processing and
wine manufacturing industry in Karnataka. This
scenario is promising to new manufacturing units.


The proposed project is to set up a Grape processing

and Wine manufacturing industry.


The proposed production unit will be located at

Gauribidanur, Bangalore Rural, Karnataka.


The unit will be in the Agro based processing

industrial Sector as SSI unit.


This is a Private Limited Company.

The unit proposes to manufacture different types of

Product Total Installed Alcohol content

Capacity %
White Wine 40000 12-14
Red Wine 40000 12-14
Port Wine 10000 17-18
Concentrated 10000 5-7
Concentrated 10000 0


1. Land : One Acer

2. Factory Building : 4500sq.ft.

3. Principal Machinery :
i. Fermentation Tanks
ii. Reactor
iii. Bottling Machine
iv. Chilling Plant
v. Centrifugal Pump
vi. Destemer Machine
vii. Filter Press
viii. Generator Set
ix. Automatic Control System
x. Heat Exchanger
xi. Laboratory Equipments

4. Power Requirement : 100KW. The unit is

proposed to avail
power from KSEB.

5. Employment : For Manufacturing -

For Administration -


a) Commercial : The project has good scope at

present and also in future. It can be seen from details
of future potential of the product as given in project
there shall be continuous demand for the product in
the market.

b) Technical : Technically the unit is most

feasible. The company is availing services of expert
technical and process consultants in implementation
of the project. The unit is also equipped with the
stare of art machinery and other infrastructure

c) Financial: The proposed project is financially

viable. The financial planning of the project has been
made after taking into account all the aspects of the
project including its sensitivity aspect and scheme
has been formulated ensuring that it is an
economically viable project.


Steps to implement the project have already been

initiated. The promoters have already applied in for
license. The necessary statutory permissions from
various governments’ authorities will be taken after
allotment of the plot. The unit is expected to take out
its trial run production in the month of Jan 2009.

The promoter is going to appoint Mr. Sudhakar

Choudhry as a technical consultant for the project.
Detailed bio-data has been annexed herewith.



The proposed project has been formulated with in

the framework of the existing policies of the central
and state government. The government is taking
constant efforts for the development of the
production of grape, grape processing activities like
manufacturing of wine, juice etc. The state
government has declared new wine policy to support
the new upcoming wine industries.


The industry fall in the category of Agro based

processing industry. The permission will be obtained
from Commissioner, State Excise, Wine Board and
Karnataka State.


The unit has started its activities as Private Limited



The unit proposed to be set up at Gauribidnur,

Bangalore Rural, Karnataka. Establishing the unit
there would be accordingly to the existing policies
and norms of Karnataka Grape Processing and Wine
policy – 2007. This will encourage the food
processing industry and open new avenues to the
untapped market potential have home made wine.
The factory site is just 56 km away from Bangalore,
which is the commercial centre of state. The state
highway, air route and railway transportation
facilities are thus available at a near location and the
place is quite close and accessible to major
commercial centers within and outside the state. The
other accessible to major connecting roads, water
supply, and power communication means are also
The other production facilities i.e. raw material,
unskilled labors etc. are also sufficiently available.
This area is being close the Bangalore and it would
be easy to obtain the support and services. The unit
can cater the needs of the prospective consumers
within a radius of 400 kames. Easy availability of raw
materials, labor and nearness to the market are the
added advantage of this location. Apart from above
the unit will be eligible for SSI unit benefits. The unit
will also entitle for other benefits under Income Tax
Act, 1961. Viz. Amortization of preliminary expenses
over five successive years U/s 35D.


The unit has wanted to acquire land 1acer for its

immediate operational activities and future
expansion plans. The Company wants to construct
the following buildings as under:

1) Factory Building : 4500Sqft.

2) Guest House : 600sqft.

3) Generator Room : 120sqft.

4) Staff Quarters : 600sqft

It has been estimated that a total built-up area about
5000sqft.would be required. This covered area will be
suitably divided into separate tank hall, chilling plant
area, compressor room, watchmen cabins etc. the
main factory building area will be further suitably
divided into various sections depending upon the
production requirements, flow of material and
provision for future expansion without disturbing the
flow of material. It can be seen from the building plan
that the necessary provision has also been made for
Testing Laboratory, Stores, Administrative Blocks and
other sections.


The principal machineries required for setting up the

project are as follows:

• Fermentation Tanks
• Reactor
• Bottling Machine
• Chilling Plant
• Centrifugal Pump
• Destemer Machine
• Filter Press
• Generator Set
• Automatic Control System
• Heat Exchanger
• Laboratory Equipments

The type and number of different machinery have

been decided upon after considering the quantities of
production required and the capacities of machines.
All the machineries are available with indigenous
manufacturers. A turnkey job for supply erection and
commissioning of machinery has been given to
ENOSS EQUIPMENTS PVT. LTD. The delivery of all the
plant and machinery at site is expected within 4
months from the date of order. The further details of
plant and machinery required are provided in
financial report.


Most of the machineries would run on electric power.

Based on motive power required for operating
different machines, it has been estimated that the
unit will require power connected load of 100 KW
maximum for carrying out the entire production
activities and to support the future expansion plan of
The required power supply will be obtained from the
Karnataka State Electricity Board. The necessary
application for the same will made to the board after
the allotment of the plot from KIDC.


Water requirement of the unit is mainly for steam

generation, bottle washing in the main factory
premises, for chilling plant and for drinking, washing,
sanitation and other requirements of the workmen
and staff. The required quantum of water is made
available from KSWEB.


For managing the entire project, it has been

estimated that apart from one highly qualified and
experienced Factory Manager, who will head the
technical and production process about 9 personnel
including plant operators, engineers, skilled and
unskilled worker will be required for manufacturing
section. On the administrative and marketing side
another 4 persons will be required. This manpower
can very well achieve the desired production targets.
The capable manpower will be made available in the
beginning itself to cope with the problem of
absenteeism, labor turnover, labor unrest etc. the
promoters and the technical consultant of the project
will provide the required training to the workers for
operating the machines.


The promoters are going to appoint an experience

wine maker and ENOSS EQUIPMENTS PVT. LTD.,
Nashik will provide the technical know-how and
maintenance support services.

The main raw material required by the unit is grape.

The success of the project is depends upon the
continuous availability of the raw material. The raw
material is available in Gowribidnoor and surrounding


Wine making process begins with the selection of

grapes of desired quality and then bringing them to
the factory processing. The detail process of making
wine out of grapes is discussed at length below.

Selection of Grapes:

Wine differs in test depending on the type of grapes,

the age of the wine & also where the grapes are
grown. Only specific varieties of grapes are used in
manufacturing wine. The cultivation of grapes
required for manufacturing wine is known as
Viticulture & the place where grapes are cultivated is
known as vineyard. The climate & the soil of vineyard
have a significant impact on flavor of the wine. A
vineyard needs to be open to plenty of sun
throughout the day. The land also must have the
appropriate pH for the type of grape. The winemaker
can either have his own vineyard or he may enter
into contract with some of the farmers. While
selecting the farmer, the winemaker should ensure
that the vineyard process the entire above
mentioned characteristic & must ensure that the
grapes are available continuously on a regular basis.
The wine maker should understand that it is
beneficial to have long-term agreements with his
suppliers so as to ensure the desired quality of
grapes each year.


After receiving the grapes of desired quality from the

farmers, they are manually poured into the
Destemer. Destemer is equipment used for
separating the barriers from stems. It consists of a
horizontal cylinder in which the grapes are poured.
The equipment separates the barriers from stem so
that the barriers are passed into the crusher. The
crusher consists of some particles of skin. This slurry
is called, as must which is then drained into the
hydraulic press, which processes the must &
separates the solid particles from it. Then the juice is
drained into the fermentation tanks through a
pipeline for carrying out the next operation.


This is the process where the must is converted into

a pure wine by succession of various yeasts & lactic
bacteria. In the process of fermenting, some yeast is
generated indigenously from the grape skin, stems &
the leaves because of the winery environment of
press, tanks and hoses. To dominate these yeasts a
winemaker has to add some selected wine yeasts
ensures complete fermentation without off-doors &
produces a wine of consistent flavored quality.
Fermentation temperature & the characteristics of
the selected yeasts determine the amount & type of
flavors produced. During spontaneous fermentation,
a range of different yeasts grows at different stages
of fermentation. A winemaker must carefully guide
spontaneous fermentation to minimize the risk of
spoilage by unwanted microorganisms. Control on
temperatures during fermentation process is very
much desired. Generally the temperature rises
during the fermentation process. To control the
temperature at the desired level, cooling plant is
used which continuously sprinkles cold water on to
the fermentation tanks so as to keep the
temperature low. Usually the fermentation process
should take place at 12-17 degree Celsius depending
on the type of wine to be produced.

Chilling plant is of 2 types: one is water-chilling plant

& the other is the glycol chilling plant. The glycol
chilling plant is used to keep the temperature at as
low as 15 degree Celsius. Thus with the help of
chilling plants the temperature may be varied from
-15 degree Celsius to +17 degree Celsius.
After completing of fermentation, wine is clarified
and is then passed through heat exchanges & then
into the reactors. The reactors are operated on the
concept of centrifugal force wherein the solid
particles, if any, in the wine are thrown out of the
storage tanks for main wine & are separated out. The
clear wine is then drained out into the storage tanks
for ageing. The wine either stored in wooden casks or
steel vats or in glass bottles. The stored wine is then
passed to bottling & labeling machines.


Bottles are to be selected very carefully keeping in

mind the cost constraints & also the attractiveness.
Generally bottle should be of green color. It is
advisable to use different shapes of bottles for
different varieties of wine. Bottles may be of different
sizes depending upon the quality of wine to be
marketed. Bottles should first be washed, made
hygienic & then used for filling wine. Bottling
machine includes bottle cleaner & wine filler. The
bottle cleaner cleans the empty bottles with the help
of water. The cleaned bottles are vacuumed & filled
with wine. The bottle is then closed with a wooden
cork. Wine bottles are always to be closed with
special type of wooden corks. After sealing of the
bottles they are taken to the labeling machine.

Packing of wine bottle with a world-class label that

attracts consumer’s attention is crucial. The labels
are to be got designed from graphic designers. The
marginal increase in cost due to the use of world-
class labels can translate into a completely different
upper class image for the wine.

The labeled bottles are then packed in the

corrugated boxes. The corrugated boxes should also
be of attractive colors.


Wine Making

White wine
White wines are harvested at the beginning of
February when their natural acidity is still high. We
prefer to harvest our Chenin Blanc around 22°B while
our Sauvignon Blanc is brought in slightly riper at

In our pursuit of quality and pure flavors we press our

white grapes without destemming in a process
known as whole-cluster pressing. This method takes
much longer than first destemming, as fewer grapes
can fit in the press. But it is well worth the effort as
the clarity of the juice is preserved and no bitter
flavors are transferred from the skin. After a day of
cold settling the juice is carefully racked off the
heavy lees and inoculated with premium French
yeast cultures. Dimple jacketed tanks keep our white
wines cool during fermentation.
White Wine fermentations proceed slowly as we keep
the temperature very cold – under 15°C – to preserve
the aromas and freshness of the fruit. Once the
grape’s natural sugar has been transformed into
alcohol, the fermentation is complete. While we let
our Sauvignon Blanc ferment completely dry so there
is no residual sugar, we stop the fermentation of the
Chenin Blanc when there is still a touch of sweetness.
Following fermentation the wines are again racked
several more times to achieve a sparkling clarity.

The Sauvignon Blanc and Chenin Blanc are both

bottled young, only four months after harvest. It is
our goal to deliver the freshness of the fruit in the
vineyard directly to your table.

Rosé Wine
Rosé or “Pink Wine” is made from a blend of
Cabernet Sauvignon and Shiraz fruit that is selected
in a final pruning of the vines three weeks before the
red harvest. This fruit is harvested with only 21°B of
sugar, resulting in lower alcohol wine meant to
capture the early summer flavors of fresh red berries
and watermelon.

Once harvested the fruit is destemmed and

transferred to tank where over the course of several
hours color is extracted and a lovely pink cast is
achieved. The grape are then gently pressed and
transferred to tank for setting. From this point on the
winemaking closely resembles that of white wine, a
cool fermentation is stopped just short of dryness
preserving a little sweetness and the wine is then
racked several times before bottling.

Red Wine
Harvest of red fruit begins in late February, when
ripe mature flavors are achieved and the
concentration of flavor is sufficient to make an
intense wine of great depth. Typically the sugar will
reach 24.5°B for the Cabernet and between 25 and
26°B for the Shiraz and Zinfandel.

The red clusters are hand picked into small picking

baskets and carefully transported to the winery
ensuring that each berry remains intact. Careful
picking in the vineyard eliminates any damaged fruit.
One by one each bin is dumped by hand into our
destemmer while two sorters vigilantly pick over the
fruit pulling out any stray leaves. The destemmed
berries then fall, uncrushed, into a gentile passive-
cavity pump that transports the fruit to tank.

After a two-day cold maceration at 10°C, the fruit is

gently warmed and inoculated with carefully chosen
strain of yeast. Pump-over are performed three times
a day through a screen so that no berry is pumped.
Pump-over cool the cap of skins and actively
fermenting yeast cells that are carried to the top of
the tank by the release of carbon dioxide. Once
the fermentation is complete the tank is drained
of the wine and the pommace is then carried by hand
to the press where a very soft pressing releases
additional wine without crushing the seeds and
extracting harsh tannins. The wine is then
transferred to a 1/3 new mix of French and American
oak barrels. Racking from barrel to barrel is
performed every three months as the wine ages in
barrel for a full year before being bottled.

Wine & Spirits' 100-point system is:

100 - 96 Superlative
95 - 90 Exceptional
89 - 80 Highly Recommended
79 - 70 Recommended

The Wine Spectator rating system is as follows:

100 - 95 Classic
94 - 90 Outstanding
89 - 80 Good to Very Good
79 - 70 Average
69 - 60 below Average
59 - 50 Poor

The Medals awarded by the American Wine

Competition have the following meanings:

Platinu 96 -
m 100
90 -
Gold Exceptional
80 - Highly
89 Recommended
Bronze 70 - Recommended

A comparison of the rating systems shows the

following equivalencies:

U.C. Robert M. Wine Wine & Wine
Davis Parker, Jr. Spectator Spirits Competiti
17-20 90-100 95-100 96-100 Platinum
17-20 85-89 90-95 90-95 Gold
13-16 80-84 80-89 80-89 Silver
9-12 70-74 70-79 70-79 Bronze
5-8 na 60-69 na na
0-4 50-69 50-59 na na

There are varieties of scoring systems, which are

used for rating wines. Various numbers of points are
assigned to specific qualities and characteristics
found in wine. In UC Davis 20 point system the point
are given for the following categories:

Acidity (2) color (2) Aroma & Banquet (4) Volatile

Acidity (2) Total Acidity (2) Sugar (1) Body (1) Flavor
(1) Astringency (1) and General quality (2) In the UC
Davis scores have the following meanings:
17-20 Wines of outstanding characteristics on
13-16 Standard wine with neither outstanding
character nor defect
09-12 Wines of commercial acceptability but
with noticeable defect
05-08 Wines below commercial acceptability
01-04 Complete spoiled wines

Another 100 points system used by various American

organizations devised by renowned wine critic Robert
M Parker, junior. Robert M Parker, junior’s 100 points
rating system provides the following.

100.90 Outstanding or excellent wines

89.85 Very good to excellent wines
84.80 Very good wines
79.75 Pleasant wines but lack complexity, character
or depth
74.70 Average wines
69.50 Poor, unbalanced, flawed, dull wines.

The company proposes to follow the UC Davis 20

point system for grading & quality control purposes.



The financial planning has been made in such

manner so as to adequately meet the requirements
of funds at any point of time for the projected
production and sales, from the various sources of
funds together.
Working capital requirements have been assessed
based on the capacity utilization and the production
targets fixed for the year. The proposed capacity
utilization is starting from 50% to 75% year.
The promoters have availed the services of world
famous technical consultant and reputed process
consultants for successful implementation of the
project. They also proposed to install the most
modern, versatile and sophisticated plant &
machinery & hence the proposed capacity will be
easily achieved.


Total capital investment required for the proposed

project has been worked out at Rs.195.5 lacs. The
break-up of the capital investment under different
heads of capital cost is given in Fixed Assets

Working capital requirements estimated here are for

the first year production level. The costs of input raw
materials are worked after detailed study of the
consumption data, percentage of wastage & as per
expert technical opinion of the technical and process
consultants. While estimating the cost, total of input
raw materials provision has also been made to cover
costs of marginal wastage of materials. The
estimates have been based on the current prevailing
market prices of raw materials.

Based on cost calculations arrived at as per

methodology adopted, requirement of working
capital for the first years projected working has been
narrated in the project report.


The capital cost of the project including margin

money for the first year’s operations has been
estimated at Rs.195.5 lacs. Estimates of margin
money requirements have been estimated at
standard level which could be acceptable at financial
institutes / banks extending finance towards working
capital. The break-up of capital investments &
margin money for working capital is as follows:


While evaluating the various sources of funds to

meet the required investments, the eligible financial
assistance from financial institutions / banks as per
their policy norms has been considered.
The capital cost of the project is Rs.195.5lacs and the
proposed to be financed by way of term loan from
bank amounting to Rs.94.50lacs. The promoters will
contribute the balance amount of Rs.45.00lacs. The
ratio of own funds to borrowed funds works out
nearly to 2.1. It can be observed that the financial
plan of the unit has taken into account all the
requirement of funds from capital investment and
working capital requirements.


The equity / net worth and the total borrowing are

expected to be different points of time.
The same are tabulated in the financial projection.

The debt serving capacity of the unit is measured by

ratio of repayment obligation to net cash accruals
and is worked out based on projections of working
results and repayment program envisaged. The
working of the same is given in the financial
projection. It can be seen from the figures from the
financial projection that there is sufficient cushioning
between repayment obligation & the net cash
accruals & as such even if certain marginal set back
occur in the operation & the unit is able to achieve
only 75% of the performance target envisaged, still it
will be to meet its repayment obligations.


The profitability in the operation of the unit has been

worked out on generally accepted assumptions in
such type of industry. Considering the nature of the
industry and the product manufactured this ratio is
absolutely reasonable.

The total borrowings of the unit for acquisition of

capital assets would be Rs.94.50 lacs, which be
obtained from bank as a term loan.

Repayment against long term will commence from

2009 details of repayment schedule and interests are
given in the financial projection.


Cash flow position of the project during the first six-

year or projected operation is given in schedule of
the project report. While preparing the cash flow it is
assumed that all the payments pertaining to interest
on Term Loan and Working Capital loan, repayment
installment for a year are made in said year itself.
Amount of taxes are also consider and to be taken
care as per rules under Income Tax Act.
The cash flow statement indicates adequate level of
liquidity for the unit.


Projected Balance Sheet of the unit for the first six

years have been drawn up and given in Schedule of
project report. As there is no increase in the capital
and other fixed assets of the unit first six years of
projected working, the entire increase in assets is
contributed by current assets consisting of
inventories, receivables, cash and bank balances. On
the other side, the increase is due to ploughed back
profit and accumulated reserves.


The company plans to manufacture a wide variety of

wines and concentrated drinks. The product range,
which the company proposes to offer, has growth
potential in the long run.
The Wine making industry can be one of the most
lucrative business opportunities. It’s rich taste and
the great flavor has a big market, which is always
greet the finest and wine are not an exception. The
art of making wine can be mastered with constant
efforts and use of the latest available technology and
marketing strategies.
Owing to liberalization policy of the government of
India, the doors for all types of industries have been
opened. The nature of market has also been
undergone substantial change i.e. the market to
buyers. This has created competition, quality
awareness amongst all the industries.
The wine industry is not an exception to this
phenomenon and thus, the future of wine making is
very bright in India.

The details of sales of Indian made grape wine

(including export sale for last five years are as


The potential for the wine can be gauged from the

following table:


Year Source of Quantity Value In lakh
supply (Rs. In liters
(In CBs) lakhs)
2003-04 550 11
98 80.94 4.9
2004-05 1074
65 9.6
2006-07 Foreign 9 9
281 09.09 0.8

Imported 37 10
(Within the 411 87.85 3.4

Local 103 12
(Within the 285 25.76 8.9

Total 1499 3222. 1

77 70 3.1
2007-08 Foreign 10
(till 116 81.94 1.0
Jan08) 36
Imported 370 11
(Within the 94 56.84 3.3
Local 105 13
(Within the 387 25.63 9.1

Total 1541 3564. 1

17 14 3.4

Per capita consumption of wine:

If the per capita consumption of India in converted in
simple terms it is equivalent to half of the
tablespoon. Assuming the per capita consumption in
India goes to meager one liter, the market size would
be a mammoth one billion liters, offering a
tremendous opportunity to a manufacturing unit.


Though the market share of wine among the

alcoholic beverages is surely but steadily increasing,
still it is at a very primary stage. The challenge
before the winemakers in India is to develop the
domestic market, as a majority of the Indian
consumer prefers beer, whisky, and rum and
sometimes even home brewed spirits over
champagne and wine.

The statistics on the Indian Made Foreign Liquor

(IMFL) shows that the consumption of wine in India is
not more then 2% of the entire IMFL consumption.

The international market is a promising arena for the

Indian wine. The Indian wine industry though as its
infancy stage, is hoping to challenge the supremacy
if wine countries in an effort to gain a foothold in the
international market.

Though they get most of their technology and advice

from Europe, Indian winemakers are now promoting
themselves in a big way to catch the attention of the
rest world. The favorable climatic conditions and
superior quality of Indian grapes would provide an
added advantage to attain this objective.


PHASE – 1: Creating awareness:


It is imperative to create awareness about wine

among the Indian consumers, primarily to shift their
preferences from other alcoholic drinks.

The liberalization policy has given an entry to

renowned foreign wine brands to the Indian market.
The availability of the foreign brands is increasing as
one can pick up the brand of his choice from the
neighborhood wine store.

Wine can be relatively light on the pocket (there are

a whole range of wines to choose from, starting at
Rs.280 per 750ml. bottle and fashionable. The
components in wine have shown good health effects
on wine drinkers. Recent studies have shown that
wine potentially prevents or delay the onset of
cancer, eliminate bacteria that cause stomach
Creating brand awareness:

The target segment for the product has to be affluent

and the neo rich consumers.

a. The first approach that would be taken up by the

company is to have brand name displayed and
propagated prominently through the appropriate
media, particularly word of mouth, private social
gatherings, affluent circle etc.

b. Articles regarding ‘art of drinking wine’ and

other related articles like non-vegetarian food
with wine and partying aspects can be brought
out. This activity should be brought out with the
help from eminent cookery experts. This move
will help us gather attention due to their mass

c. Platform such as femina. Health and other

government magazines dealing with food and
beverages may be used to publish the articles.

d. Assuming that the first batch of aged wine of the

company will be ready by November 2009, the
activities of creating brand awareness should be
intensified from the December end or beginning
of January.

Creating retailer, dealer, push for the brand:

a. It is essential to create a strong push strategy
aimed and retail for the brand. The channel
member is going to play the most crucial role in
promoting the product in the market place.

b. The beginning can be made with the channel

members imparted with the knowledge about
the wines in general as the types of wine of
grapes used, manufacturing process employed
and also the health aspect related to wines. This
would be an aspect in the relationship building

c. The meeting with the retailers would provide an

opportunity to obtain key inputs in
understanding the preference and psyche of the
target consumer within the target market towns.

d. The retailers could be taken for a guided tour to

the vineyards during grape crushing festival and/
or to see the entire process as well as the

PHASE – 2: Product Placement and Brand Positioning

Now that the major exercise of creating awareness

among the target consumers and channel members
has been achieved, now is the time to introduce the
wine(s) in the market. Intense promotional campaign
at premium places & the spots should be conducted
in an organized and planned manner to promote the
product and for this we will organize and articulate
high-class events.

1. Up markets Bars and clubs: The Company has

opened dialogues with the leading clubs and
bars in major towns of Karnataka. Though the
discussions are at very initial stages, the
segment has responded very positively to the
company’s products.

2. Pubs are the place where anything new is always

welcomed & patronized. Up market pubs are one
of the most important places where wine is
sought after. The company is going to introduce
its some of the leading pubs all over Karnataka.

a. Business & Recreation Clubs: These are the

places where wine is consumed on selective
basis. Generally it is as those clubs where one
can find the real connoisseur of wine. They are
the people who are fond of drinking different
types of wine and make their own judgment of

b. Premium Category Caterers: Caterers will be

an important segment to market the
company’s wine as these serves the needs at
any events and ceremonies among the elite
society. The prompter are tapping these
segments too.
c. Event Managers: This is a new area of recent
times, tendering professional services for
organizing mega activity event, which will be
of immense help to promote the products. The
specialized agency arranging corporate
luncheons, dinners, meeting, Rotary
Conventions, Film Personality get together,
Cocktail reception etc will be targeted to
market the product.

3. The activities can be organized through creating

a sound battery of sales personnel for each
district to develop & strengthen the contacts and
also to have timely liaison.


Retail stores:
Company will setup retail wine stores across the
cities to facilitate and improve the sales of wine and
wine accessories. Company will set up 2-3 stores
during 2009-2010. These stores will provide services
like free home delivery, cash & carry, easy payment
option and informing customers about our various

Company will launch its website to provide
information on our product mix and other initiatives
and promotional activities taken by company to
promote wine like wine fest, wine tourisms, wine &
dine etc. Our website will allow people to purchase
wine online or place an order for sales. Website will
act as an enquiry counter for an outsider who is
seeking information about wine and our company.

Wine tourism:
Company will provide facility to visit our winery.
People who are interested in knowing about wine will
get chance to watch it closely. Company will make
arrangement for their stay and food at a nominal
rate. This facility will give people an extra edge to
learn about wine and its process.

Diversification in product mix:

Company R&D team will make sure that they will
come up with new and improved wines to enhance
our product basket. We will launch varieties of wines
in coming years with better quality and taste that will
enhance the pleasure of our customers.


Packaging the bottle in shape, color and the tables
with an attractive styling should catch the
consumer’s attention i.e., in formation tags around
the neck, special gift pack with colorful ribbon etc.
This aspect is going to play a very crucial role in
establishing the brand in market place.
The company also intends to introduce certain
concepts for the first time in Indian market i.e.,
Distinctive Logo, Vintage Dating, Varietals labeling,
use of Flint bottles etc.
A press release is essential at the same time where
the wine(s) are going to be distributed as free
samples. The press can also be given tasters and
also wine tasters can be invited for this press
release. The press may also be actively involved in
the educating process by having a similar guided
tour for them as suggested for the retailers.


Name :- Enoss Equipments Private Limited.

Status :- Small Scale Industry.

Constitution :- Private Limited Company.

Year of Establishment :- January 2006

Factory Location Plot No F-137, MIDC,
Ambad, Nasik.
Ph. No. 0253 - 2380769
Fax No. 0253 - 2384981

Registered office :- Plot No. F 137, MIDC,

Ambad, Nashik 422010
Website: -

DIRECTORS :- 1. Mr. Sudhakar R. Choudhary

2. Mr. Sanjay V. Jha

Technology Partners :- BEV-TECH CONSULTING, Via Pieve, 18, 31040

Giavera Del Montello TREVISO-Italy
E-mail – morspe@tiscali.

Nature of Business

(CORE BUSINESS) ▪ Turn Key Projects of Winery (ONE STOP SOLUTION).

▪ Manufacturers of Winery equipments and
Providing technical, managerial services for wineries,
Consultancy for wineries,
▪ Import –Export of Winery equipments, chemicals,
hardware’s & wine, Pharmaceutical chemical
Vessels, Reactors, Distillery Vessels.
Providing complete solution from Vineyard to bottle for wineries.

Technical Know how : - Indigenous and Collaboration with BEV - TECH

Consulting, Italy; Spadoni S.r.L Italy, Unitech
Italy, Letina, Croacia; GB Project Italy; Borrelli
Group Italy, AEB – Spindal, France; PULEO
Italy; TECME Italy. OENO – France.

Employment :- Mechanical Engineer –Design.

Material Manager.
Purchase Officer
Steno Typist
Public Relation Officer
Shop floor Supervisors
Site Engineers – Electrical/Mechanical
Site Supervisor / Chilling Plant Operator

Infrastructure : - 1. Manufacturing Area Built up 600 sq.m.

Plot Area 3280sq.m.equipped with advanced
Tools & tackle
2. Well-equipped office with independent design
Facility, conference hall, commercial Department,
3. Advanced Imported TIG Welding Machines &
Fabrication facility to execute heavy Jobs &
Other equipment manufacturing.

Central Excise Registration: - Not yet Registered.

Sales Tax Registration :- VAT TIN NO: 27150559022V w.e.f. 05-09-06

CST TIN NO: 27150559022C w.e.f. 05-

Quality System :- ISO-9001-2000 JAS-ANZ (In Process)

Bankers :- Centurion Bank of Punjab Ltd.

Sharanpur Road, Near Rajiv Gandhi Bhavan
Nasik – 3.


1. Sudhakar Choudhry

Age : - 43 years
Academic Qualification : - Mechanical Engineer
Experience & Background:-Experience of 20 years in the food processing & continuous
process industries Out of which 10 year in Beer and Wine industry.

 Providing consultancy in relation to the wine industry since last 2 years.

Provided consultancy to the turn key wine project i.e. from
conceptualization to commissioning & wine producing & marketing it.

 Worked with UNITED BREWERIES (U.B. Group) leading Beer and

liquor manufacturer, as Project Engineer for 5 years.

 Worked with NDDB (National Dairy Development Board) as Mechanical

Engineer for 5 years and was looking after Refrigeration system & Milk
Processing Plants.

 Worked with SAMANT SOMA WINES LTD. as winery Engineer &

established sparkling wine process methods.

 Worked with RELIANCE INDUSTRIES LTD. as General Manager-

Engineering Services for 2 years.

 Involved in all the activities of winery policy movement since 2001 &
well conversant with the wine policy of Maharashtra State.

 Fully conversant with Winery Equipments (Indigenous & Imported);

Grape Processing & Fermentation Techniques, Winery Equipment
selection, Bottling & sanitization Procedures.

 Well conversant with Marketing policies & Strategic Policies for grape
Wine Marketing.

 Additionally worked with ‘Event Management” for wine festival

organizing to launch different types of wines in different Area of country.

 Chief promoter of sister concern ssr wine engineers & consultants Pvt.
Ltd. Established Company in September 2003 and Executed
prestigious projects of winery.

2. Sanjay Jha

Age :- 33 years

Academic Qualification :- Mechanical Engineer.

Experience & Background:-Experience of 10 years in design, development and
manufacturing of process equipments, Food Industry equipments, Pharma equipments,
Chemical Industry related Machines & Equipments.

 Work experience: with Dalal Consultants & Engineers Ltd.

1. Preparing of Mechanical Data Sheets from process Data sheets, preparing and checking
of Design Calculations Inducting major fabricated equipments and site fabricated tenders.
2. Technically evaluating offers, checking of sub-contractors drawings, participating in
design review meetings with customers.
3. Providing technical assistance to procurement, inspections and other department’s
trouble shooting problem at site.

 Project Handled :
1. L & T – DHDS : Mathura Refineries.
2. IOTL : Tank Terminal at Navghar
3. IOTL : (JAIS)
4. Zuari Indian Oiltanking Ltd. Petroleum Storage Tanks at proposed petroleum Terminal,
Zuarinagar, Naslo, and GOA.
5. Petron – Gujrat Refineries
6. HOCL – Tank Farm
7. NIKO Resources Ltd.
8. Parekh Laboratories Bulk Drug.
9. SHV Energy North West India Ltd. Bottling Plant.
10. HLL – Instant Dry Yeast & Block Yeast.
11. HPCL – NPCB Projects.
12. HEG Ltd. Expansion of Graphite plot and 132/33 KV. Switch Yard.
13. Cadbury India Ltd.- Malanpur Phase –III Expansion
14. Cadbury India Ltd. Induri Project
15. Wyeth LRDERLE Limited.

 Work Experience: With Gansons Ltd.

1. Preparation of sketch for fabrication detail Drawing of pressure vessel, heat exchanger,
column, reactor, agitator, storage tanks, and rectangular tanks.
2. Preparation of standardization for spiral ladder, cage ladder, Insulation
supports etc.
3. Developing design calculation programs in Microsoft excel for various
parts like leg support, skirt supports etc.
4. Preparation of design calculation for pressure vessel, heat exchanger
etc. in software (code calc, expansion) as well as manual.
5. Preparation of plates cutting diagram for maximum work &
weight calculation for various equipments.
6. Preparation of meteorological data. Worked with quality control department
and planning department.
7. Work with marketing department helping them in estimation of
fabrication equipments.
8. Work under all consultants and third party Inspection agency like.

9. EIL Engineers India Ltd.

a. JACOBS HUMPHREYS & GLASGOW Consultants & Engineers ltd.
b. Chemtex Engineering of India Ltd.
c. Dalal Consultants & Engineers Ltd.
d. Eraerner Power Gas
e. UHDE India Ltd.
g. Chief Controller off Explosives (CCOE)
h. Indian Boiler Regulations (I.B.R)

 Provided Design Consultancy to the Winery Equipment manufactures in

Nashik for one & half year, for Designing of Fermentation vessels and
other equipments.

 Chief promoter of sister concern ssr wine engineers & consultants Pvt.
Ltd. Established Company in September 2003 and Executed
prestigious projects of winery.

3. Raajeev S. Deshpande
Age : 42 Years.

Academic Qualification : B.E. (Mech.) From Karnataka University,


Experience & Background : Total Experience of 18 years in non-ferrous & engineering industries
in Production & Marketing of products, catering to the needs of electrical, Mechanical, Chemical
Heavy equipment, Automobiles Industries etc.

 Worked for ‘TECHNIQUE’ Baroda for 6 months. As a production engineer.

 Worked for ‘MICO’ Nashik, as a Planning Engineer in Plant Engineering Dept. for 1 year.

 Geared up with ‘ASIA AUTOMOTIVE LTD.’ Nashik, who deals with production and
supply of non ferrous resistance welding electrodes having facilities for casting and
forging, and worked as a ‘Production Supervisor’ for 1 year and then the services were
hired by the ‘ Marketing Dept.’ where, worked as ‘Marketing Engineer’ for 5 years. As
an Engineer, in Marketing looked after the customer service, order booking and new
developmental items like welding guns. Catering to the needs of the customers in
western, eastern & southern zones.

 Worked for ‘RASWELD’ Sinnar, Nashik, a resistance welding electrode manufacturing

company and worked for 6 months in Sales Dept.

 Joined ‘INDIAN TOOLS MANUFACTURES’, Nasik, being the part of a corporate sector,
who is a pioneer in HSS cutting tools manufacturing.

Worked in their ‘Marketing Dept.’ as an in - charge of the Marketing section, controlling

order-processing, monitoring the timely production to insure the highest quality products,
customer care, after sales services and also as a chief-facilitator to the zonal office and
branches spreading all over India, catering customer needs specially in public & private
sectors dealing directly with the plants. Made the strategic and budgetary plans
according to the needs of the market, which increased the Market share of the company.

Worked as a team to develop a fully integrated marketing program focused on

advertising, public relations and promotions to deliver a clear and positive message on
the quality.

Part of the team of the developmental program to implement an aggressive and

comprehensive Marketing plan targeted at various electrical, mechanical, heavy
equipment manufacturers and chemical plants of India and abroad.

Encouraged the increase in retail and the full margin sales through the establishment and
expansion of self controlled off site sales locations other than the own sales offices.

Working experience 8 years.

 Worked as “WINERY CONSULTANT” for 4 years ( 2000 to 2004)

Providing complete solution for the new Wineries in Maharashtra, Karnataka and other
states, such as,

• Selection of Site
• Selection of Equipments
• Plant Lay – out
• Customer Care
• Post supply services