According to the company’s chief operating officer (COO) Parag Kamat, the brand plans to first consolidate in southwestern Indian states like Maharashtra, Goa, Kerala and Karnataka before moving into northern India.
“Goa as a state is important for the wine business,” Kamat said, adding that the tiny state alone, known for its lifestyle and beach tourism, accounted for 15-20 percent of wine sales in India.
Charosa Wineries is owned by construction major Hindustan Construction Company promoter Ajit Gulabchand.
On Wednesday, Charosa Vineyards unveiled a wide range of wines from the fruity Charosa Selections Viognier to the well rounded Charosa Selections Shiraz and what the promoters prefer to call its trump card – the award winning Charosa Reserve Tempranillo – among others.
Named after the Charosa village near Nasik, which is home to the company’s vineyards spread over approximately 230 acres, Kamat said the winery can produce one million bottles per annum.
The Indian wine market, according to Kamat, currently consumes 1.2 million cases of the locally manufactured product annually, plus two lakh cases of imported wine.
Kamat said that one of their main competitors was Sula Wines, which had a 70 to 75 percent market share.
Addressing the media at the launch, Clive Castelino, manager (Training and Corporate Sales), said that one of the several process-innovations introduced by the Charosa Wineries was the cooling of grapes between the time they are plucked and crushed for fermentation.
“This helps retain the phenolic content in the grapes, which enhances the flavour,” he said.
The Charosa Wines are priced between Rs.500 and Rs.1,500.