Charosa Vineyards introduces new range of wines

Company owned by Ajit Gulabchand, has already invested Rs 100 cr

Despite a lull in the wine industry, new brands are entering in the markets. Ajit Gulabchand, the promoter of Hindustan Construction Company (HCC) is the new entrant on the block.

Gulabchand’s Nashik-based Charosa Vineyards today introduced its new range of wines in Pune. Charosa has invested over Rs 100 crore in this project.

The company entered this segment three years back, and is now eyeing South-Western Indian states like Maharashtra, Goa, Kerala and Karnataka.  It has cultivated the grapes over 80 acres and plans to expand its cultivation on additional 80 acres in near future.

“The wine industry is growing faster than any other alcoholic beverage in India and the wine market has emerged in the last 20 years. Keeping this in mind, our wines will cater to both the premium and semi-premium segment which will meet the consumer demand in the market,” said Parag Kamat, chief operating officer (COO), Charosa Wineries.

Along with Maharashtra, the company is also eying Goa market which has 20 per cent of Indian wine trade.

The company’s vineyards spread over approximately 230 acres at Charosa village in Dindori Taluka in Nashik district. The company has introduced range of wines which includes Charosa Reserve Tempranillo, Charosa Reserve Cabernet Sauvignon, Charosa Selections Sauvignon Blanc, Charosa Selections Shiraz, Charosa Selections Viognier, Charosa Pleasures Sauvignon Blanc and Charosa Pleasures Cabernet Shiraz.

The Charosa Wines are priced between Rs 500 and Rs1,500. According to Kamat, currently India consumes 1.2 million cases of the locally manufactured product annually, plus 200,000 cases of imported wine.

Charosa Vineyards competes with market leader Sula with 60 per cent market share and Grover Zampa, Four Seasons, Fratelli, Moët Hennessy India, Heritage, Nirvana, among 16 major players in the wine industry in the country.

By end of  October 2014, Charosa brand will be available in Delhi, Chandigarh, West Bengal, Odisha, Punjab, Rajasthan, Haryana, Assam and Arunachal Pradesh.