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Delhi Wine Club

Posted: Friday, November 20 2009. 11:41

Mumbaai Dreamz of Terroir India

The trend to make Indian wines more affordable and increase the market depth continues with the Igatpuri based Terroir India  launching a new series of wines at the lower price points, initially with red, white and a rosé,  labelled as Mumbai Dreamz released at under Rs.300, reports Subhash Arora

Photos by :: Adil Arora

Mumbaai Dreamz-Abhijit Kabir,Violet d'Souza, Sumedh S mandla

Owned by Abhijit Kabir and Violet d’Souza, the Maharashtra winery has been producing Indus brand of wines since 2007. In an exclusive chat with delWine in Mumbai, Violet said, ‘we wanted to bring the wine drinking culture to the common man and we had the fighting spirit of the man from Mumbai in mind when we chose the name of the label and the design which has been conceptualized by Kabeer, with a bus, taxi and the local train chosen for each of the three labels.

‘We wanted to immortalize the city and immortalize the city and freeze her images which are fast changing its colours and character.’  The attractive labels designed by Nkhil Purohit, depict shades of Mumbai at different hours. The screw-capped bottles have also changed their colour from the typical green to the earthy brown.

Emphasising the masoclimate of the area, which he passionately describes as ‘ Igatpuri Clime’, Kabeer added that  lower cost has been achieved by mixing international grapes with local varieties. Reluctant to disclose the blend, Violet said,’ our winemaker does not like to share the blend even with us.’ 

Terroir has been producing award winning wines labelled as Indus and ‘two of our wines from the very first vintage won an award at the India Wine Challenge,’ says Kabir proudly.

The company tied up with Aspri India Pvt Ltd  in April this year for exclusive marketing of their products for local market as well as export. Says Sumedh Singh Mandla, CEO of the Wine Division of  ASPL, ‘ we plan to cover a wider market across India at different price levels and apart from the urban wine connoisseurs, we want to tap this potential market – the common man’. Quite pleased with the performance of the wine released only a couple of days ago in the Maharashtra market, he said, ‘we sold 35 cases on the first day-this is very encouraging.’  He also said that the company plans to enter Delhi and several other markets, especially  the north-eastern states where the demand is substantial.

Mumbaai Dreamz- Rose, Red and White

All the three wines tasted were clean, fruity and simple, with the Rosé ahead of the other two in flavour and aroma, with  the right  shade of sweetness, tannins and balance making it an easy choice with or without meals. ‘ At a common tasting we had with a group yesterday, the interesting thing was that the opinion was almost equally divided as the top favourite. This means that we can expect a deeper penetration in the segment we are targeting.’

Terroir has six labels currently, Chenin Blanc (Rs.420), Sauvignon Blanc, Rosé and Cab-Shiraz (Rs.540), Cabernet (Rs.638) and Moksha, a premium Shiraz costing( Rs.840.)., All the three variants of Mumbaai Dreamz sell for Rs.295 in Maharashtra..

Recovering from the sting of recession and terrorism, Terroir India is targeting the annual  sale of 20,000 cases  a year of Indus and Mumbaai Dreamz with the exclusive help of Aspri Spirits which desperately needs to add Wine to its name, indicating the forays it has made into the imported and now Indian wines.

Terroir uses the services of the Australian flying vine doctor, Dr. Richard Smart. John Worontshack, the UK –based Australian winemaker and consultant helps them with winemaking. 

Subhash Arora



John Worontschak Says:

Please note that terroir do not use the services of john worontschak at all. Although I was employed at the beginning of this venture and wish it all the best, I am in no way involved and take great offense at the winery using my name in its marketing purposes John Worontschak

Posted @ August 09, 2010 12:30


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