Concept/ Executive summary The company, a winery, would be competing amongst the large companies in Canada to become the leading exporter of wine from Canada to India in the next five years. The winery would deal in exporting red wine, sparkling wine and Ice wine to India. Due to international exposure through traveling or studying abroad the average Indian young generation not only have an acceptance towards the western culture but they try to adopt the western culture in certain aspects. The wine culture in India is also a result of that readiness of acceptance. We have future plan to expand in other metropolitan cities like Bangalore, Chennai, Kolkata, Delhi and especially Chandigarh so, it may be useful to have a number of resources located in several cities or regions of the country to achieve nationwide distribution especially to compensate for varying state regulations and a lack of infrastructure and distribution throughout the country.
The lack of wine quality available from domestic producers can be opportunistic for Canadian exporters who can provide high quality wines at competitive prices compared to other countries exporting wine to India. The success and growth of Canadian wine exports to other Asian countries, as well as the successful export growth of other "new world" wine countries, demonstrates an advantageous and growing Asian market for imported wines, of which India will likely comprise an increasingly large portion. Estimates place growth for imported wines at 30%. From 2005 to 2015, the number of people added to the alcohol drinking age population will be 95 million, providing for a larger consumer market for adult beverages. Our exceptional quality of grapes used and the smoothness of the wine make it a premium wine to be sold in the Indian market. Hence, we shall sell each bottle at Rs.2750 ($50).
Product Description The taste and preferences of Indian population lean towards still wines, specifically table wines as well as sweet wines. In general, slightly sweet wines and the varieties of Sauvignon Blanc, Chenin Blanc, Rieslings, and Gewurzatraminer are fairly projected as good fits fits for the Indian market. However, the majority of sales have stayed on traditional still red and white wines. In regards to marketing, wine producers cater to two different demographics in the Indian market: the upper class and the general consumer. The general consumer includes India's demographically "young" population, ranging from the 20-49 age segment, continues to grow resulting in an increasingly large proportion of the population being of the eligible drinking age. The average wine consumer in India is typically a young, urban professional who has an international or western orientation. The upper class in Indian is a large part of the wine consumer base at approximately about 2% of the Indian population or 20-25 million people. Many of whom have international experience and lifestyles through studies, work and travel that they bring back with them to Indian. A rising disposable income and consumerism in India have aided consumer wine growth in the country. Consumers' eating habits are undergoing a shift in the urban markets, being affected by both the age and income demographics that reside in these areas. The younger generation centred in India's urban markets is leading the shift toward a more western-style cuisine. Accordingly, urban consumers represent a more realistic target market for processed and imported food items from the perspective of small and medium enterprises (AAFC, 2009). India's vibrant urban centres are a key component of the country's economy and, not surprisingly, are an area of concentration for India's wealthier consumer segments and increasing middle class. India's growing urban centres benefit from a population of educated individuals, particularly in technical and software services are India's key wine consumers and they are growing. While the upper class