Importing french wine in India

Résumé du document

Our wine house was created in 1986 and our first production was in 1988. Since then, we benefit from a great success, thanks to our bio-dynamical production process. The production process is carried out in a most traditional way. What we like is sincerity, personal sense of expression and personal feelings.

We have 4 ‘appellations' and we are really concentrating on them. Our products represent Burgundy, in other words they are the essence of Burgundy. Our wines come from “La Cote de Nuits”.
We have 41 hectares of vineyard. All our wines come from our own propriety.

We have 25 employees in Le Boga (including persons in the vineyards, in the cellar and in the office).

Extraits

[...] - Suggested gifts could be: Imported Whiskey (only if the recipient drinks), pens, ties, calculators, desk accessories, etc. Gifts made in the U.S. are especially valued. - Never give alcohol to a Muslim. Sikhs are not likely to drink alcohol either. - Large or very expensive gifts could cause embarrassment. - One should give gifts with both hands. - A gift should not normally be opened in the presence of the giver Our strategy Channels of distribution? As the Indian market is very complicated, we selected a famous wine importer, Brindco. [...]

[...] India imports approximately 72,000 wine cases per annum. On these 72,000 wine cases were bottled in their countries of origin while the 40,000 others will be on the spot by local companies such as Sula and Indage. For that, it is necessary to add from 12,000 to 15,000 wine cases which are sold through channels not officially authorized by the producer. In a general way, all the exporting countries towards India experienced the increase of their market shares, as in the case of Italy which saw the rise of its shares in terms of volume and 1160% in terms of value. [...]

[...] It is very important to say that as it is the essence of Burgundy. We produce 500 boxes per hectare. We have 41 hectares, so we produce a total of 20,500 boxes a year. One box contains 12 bottles of wine. We produce 246,000 bottles a year. We would like to expand the selling of our products in the Indian market which offers many opportunities to grow further. The Country India counts over one billion inhabitants. Considering the importance and growth of the population, the wine industry will keep on growing in India. [...]

[...] Quantity We would like our partner to sell of our exported turnover for the first contract year. Below this percentage it is not worth for us to export in this new market. If the market is responding well to our products we will extend our distribution in India. We also want our partner to allow 40% of its advertising budget for Burgundy wines to our products because we are new entrants in the market and we need a relative aggressive marketing strategy. [...]

[...] So, the Indian wines are more accessible to the mass market. The price of a foreign average quality wine will be finally equivalent to the price of a high quality Indian wine. One of the means to circumvent the taxes is to export wine in bulk which can be bottled on the spot. Indian regulations Regulations for the entry Even today, the market of alcoholic drinks is a hot topic of debates in India. The problem of alcohol is even tackled in the Indian Constitution which wishes to restrict it. [...]