Charosa Vineyards, a subsidiary of the Ajit Gulabchand promoted Hindustan Construction Company (HCC), and the latest to enter the Indian wine space, will stay clear of the lower segments of the industry that account for 65-70% of the market today.

The Nashik-based vintner entered the market earlier this year with a portfolio of seven labels, including a Reserve Tempranillo. Made from the red-black grape of Spanish origin, the variety has been introduced for the very first time in the Indian market.

“We have wines in the semi-premium, premium and super-premium segments. We will grow these horizontally, and not go below this,” says Chief Operating Officer, Parag Kamat. The segments are branded Pleasures, Selections and Reserve respectively.

Over two-thirds of the India-made wine market, currently at around 12 lakh litres annually comprises wines that cost less than Rs 400 a bottle while the higher segments range from Rs 550-Rs 1500.

HCC has invested Rs 100 crore to set up the winery and acquire 250 acres of land in the Dindori region of Nashik to grow grapes for captive consumption.

All the equipment for the hi-tech winery, which has a capacity of five lakh litres annually with room for expansion, and uses open tank fermenters for the wine-making process, has been imported. As have the French oak barrels and the bottles, which have the company’s logo embossed, explains wine-maker Ashok Patil.

Eighty acres of the land is currently under cultivation of grape varieties like Sauvignon Blanc, Tempranillo, Cabernet Sauvignon and Shiraz, while another 40 acres are ready to be planted with the Chardonnay and Viognier varieties.

At present, the company has launched its range of wines in the Western and Southern parts of the country and plans to roll it out nationally over the next one or two years.

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