The new initiatives are expected to help Nira Valley achieve 30 per cent market share of Kolkata's 24,000 cases wine market. Nira Valley has launched its range of Celesta wines in Kolkata.
Currently it sells wines in Maharashtra, Goa, Jammu & Kashmir and Delhi. In Kolkata, the company will distribute its products through Oceanians Private Ltd.
According to Renshaw Dennis, divisional manager - east, Nira Valley, "We are planning some marketing campaigns over the next few months to popularise our brand here".
Nira will tap social clubs in Kolkata and have members join a Nira wine club. "The members will then be a part of our daily mailing list and will get promotional offers