From machine tools to vineyards

Kanwal Grover, who has marketed high-end machine tools all his life, made many visits to France during the seventies and eighties until the French industry lost out to the Japanese.

To introduce Indians to the joys of wine drinking, an entrepreneur was born in the late 80s, who started Grover Vineyards on 40 acres on the foothills of the Nandi Hills on the outskirts of Bangalore.

And almost 20 years later, he discovers he still has a long way to go. The country consumes 3.75 million litres of wine a year whereas the world 24 billion litres. India's wine market is expected to be around 500,000 cases per annum and is growing by 30 per cent every year.

Today, Grover Vineyards has over 400 acres under grape plantation, an annual turnover of Rs 360 crore, and a production capacity of 120,000 cases per annum.

Unlike other wine makers in India today, Grover Vineyards is the only company that shuns ordinary table grapes, using only French wine grapes selected from the original 35 varieties of the Vitis Vinifera species. It also exports to France, the UK and the US.

Grover Wines last week launched its full range of wines in Punjab.

Speaking to Business Standard, Grover Vineyards General Manager (Marketing) Thomas Sauzet and a trained French sommelier said: "With consumers willing to experiment with wine and the product being seen as a healthy lifestyle drink, we have seen a gradual shift towards wine drinking, which has led to 30 per cent growth."

In 2001, Grover Vineyards started exporting to France, considered the toughest wine market. Now it exports around 15,000 cases (12 bottles each) to France alone. "The orders may seem minuscule, but have lifted the spirits at Grover Vineyards. Consumption is growing at 30 per cent a year and will keep doing so for the next 30 years," Sauzet said.

Madhulika Bhattacharya Dhall, marketing and communications director, Brindco, a marketing partner of Grover Vineyards, said in its efforts to produce quality wines, Grover Vineyards had secured the services of Michel Rolland, a world-renowned wine consultant.

"Our company has also tied up with French champagne house Veuve Cliquot for technical support," she added.