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Delhi Wine Club
APEDA to showcase Indian Wines to boost Exports

Posted: Monday, 23 July 2012 18:04

APEDA to showcase Indian Wines to boost Exports

July 23 : With Indian wines gaining more visibility and push for export during the last few years, APEDA seems to have joined the bandwagon of agencies trying to take credit for any positive results by adding wine to its basket of products, with a recent showcasing of wines in Ottawa, followed by the participation in Colombo and adding wine tasting to an event launching certification standards for organic textiles on July 27 in Delhi.

‘Wines of India to sizzle in capital to further boost Indian wine exports across the world’ screams the headline of a Press Release by APEDA. The PR dated July 22 also claims that ‘Agricultural and Processed Food Products Export Development Authority (APEDA) set up by the Ministry of Commerce in its endeavour to promote the Indian wine on the global map’ in an effort to give a semi-true impression as it announces ‘organizing a promotional event “Wines of India” on 27th July, 2012 in New Delhi.’

‘To mark the new age arrival of Indian wine, the evening would display some of the finest Indian wine brands. The diplomats from the Embassies and the wine consuming countries, trade representatives, policy makers, members from hospitality industry, representatives from international & domestic media and senior officials from the government will be tasting the Indian wine during the event,’ according to the Release. ‘About 10 leading wineries will be showcasing their quality products and will also carry the tasting campaign to the invitee dignitaries.’

“Indian wine industry is a little over four decades old and is still in its nascent stage.  However, it has started making its presence felt. There are approximately 90 number of wine industries mostly located around Pune-Nashik belt and Bangalore.  While the domestic industry is growing and sprawling its growth, the export are also steadily picking up and are expected to touch approximately 25 crores during the year 2011-12.  The wine industry may register higher growth and enrich a level of 100 crores within couple of years given aggressive marketing,” Mr Asit Tripathy, Chairman, APEDA is quoted as saying.

Mr Anand Sharma, Minister of Commerce, Industry & Textiles, Government of India, has consented to be the Chief Guest of this event. One might wonder and be even jubilant that a Minister of that stature would mark his presence as it would certainly enhance the image of wine as an agricultural product that needs to be promoted for exports as this is one way of improving the quality, besides an addition to the top line of the producers. However, another Press Release by APEDA appears to focus on another angle and is perhaps more honest in announcing the event.

‘APEDA will be launching certification standards for organic textiles, “National Organic Textile Standards (NOTS) which have recently been included under the National Programme for Organic Productions (NPOP) on July 27, 2012 in the national capital,’ according to another Press Release which adds, ‘Mr Anand Sharma, Minister of Commerce, Industry & Textiles, Government of India, has consented to be the Chief Guest of this event on the occasion. A Fashion show of organic fabrics will be the major highlight of the launch ceremony.’

In all fairness, the PR about wine does mention that, ‘the wine tasting evening would be followed by one of its kind Fashion Show of Organic Fabrics as well.  APEDA shall be launching certification standards for organic textiles, "National Organic Textile Standards (NOTS) which have recently been included under the National Programme for Organic Productions (NPOP)" during the occasion. 

The event assumes significance in the backdrop of finalization of certification standards for organic textiles. On this occasion the organic fashion show,first of its kind in the country will showcase the products of artisans from different parts of the country producing  fabrics using organic fibers and dyes.‘

Altgough APEDA has made efforts in the past to include wines in their portfolio for export, the Indian wineries did not show any interest-even to the extent of only sending them free samples for exhibitions like Prowein in which it takes part regularly. Officials of APEDA had, on various occasions, expressed to delWine their  frustration about the indifference and lackadaisical attitude of the producers who had their own tales of woe to tell. However, with increasing number of producers duirng the past 5 years there seems to be a change of attitude on their part.

“Indian wines are becoming popular in overseas markets and Indian wines are beginning to make an appearance at several international food shows including Washington DC, France, Germany, UK and Tokyo. Presently the major importing countries of Indian wines include Malaysia, Japan, UAE, Bhutan, Germany, USA, UK, Sri Lanka, Maldives and New Zealand,” according to Mr Tripathy even though he is over-optimistic when he says that the existing exports of Rs. 25 crores (250 million) are expected to jump to ‘RS 100 crore in next couple of years.’ This is equivalent to the proverbial statement made often by some over-enthusiastic Indian producers that their wine is as good as the best in the world.

Recently APEDA had participated in Pro Food Pro Pack 2012 at the Taj Samudra Hotel in Colombo on July 6-8, 2012, where the visitors could sample wines from seven Indian wineries-Sula, Vintage, Big Banyan, Chateau d’Ori, Renaissance, Vallonne and Zampa according to media reports. The High Commission had also hosted a function called ‘Appreciating Indian Wines’. The Sri Lankan visitors to the event showed considerable interest in the range of Indian sweet wines and dessert wines. Though it might not be feasible to see immediate results, the Indian pavilion was declared the best pavilion in the international category.

Earlier this year, APEDA had roped in the Indian Grape Processing Board (IGPB) which has also been running an export marketing campaign by exhibiting in wine shows like Hong Kong, Pro-wein and London since its inception and also joined hands with APEDA in the wine and biryani tasting at the Brand India Expo 2012 held in Ottawa on March 13-14 by the High Commissioner of India in the Canadian Capital. Over 50 labels of Wines from Flamingo, Rajdheer, Red Wings, Vallee de Vin, Prathamesh, Vinsura, AD Wines, Four Seasons, Vintage, Sula, D’Ori and Luca had been reportedly exported for tasting at what was touted as the largest Multi-product India Show in Canada. The new Chairman of IGPB, Jagdish Holkar had visited Canada to participate in the event.

Wine export from India is a continuous process that has to be carried as a Brand India promotion. It does not matter who takes the credit-fairly or not, the producers should he happy that they have governmental agencies willing to giving them a helping hand for exports. It is the independent response in the foreign market to their products that will eventually help them further improve the quality.

Curiously, neither of the Press Releases indicates the venue which must have been decided by now. Perhaps the organizers wish to be very selective, if not secretive about who might attend the event-for tasting or the fashion show. Watch this space for more information if you would like to attend.

Subhash Arora

Press Release 1

Press Release 2



Subhash Arora Says:

Dear Amit, looks like the event has been quietly potponed to 30th July now. Venue is Pragati Maidan, Hall A, Gate 1, Time is 7 pm. A soft copy of the invite has been maield to you. Enjoy the tasting. Subhash Arora

Posted @ July 26, 2012 18:00


Amit Pandey Says:

Dear Sir, This is regarding the "Wines of India tasting event in the capital on July 27" organised by APEDA. Kindly send me the exact venue which is not mentioned anywhere. We are running News web Portal " and highly active in the coverage of events, exhibitions, conferences, talks and seminars especially organized in Delhi. So, its a kind request to you to kindly send us a press invitation if needed so that we can come to cover the news. Regards. Amit Pandey

Posted @ July 26, 2012 17:10


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