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In the first instance the marketing rights will exclude Maharashtra and Goa since Chateau d'Ori already distributes in these markets.
'We have signed the agreement this morning with CDO to take on the marketing and distribution rights for CDO wines. This agreement is for all India with the exception of Maharashtra and Goa. There has been no financial partnership in this deal,' Desai informed delWine immediately after signing the agreement. She has been away to New York on her annual business visit and returned to Mumbai a couple of days ago.
Confirming the news, Ranjit Dhuru told delWine, 'We are happy that it has worked out with FinewinesnMore. I have interacted with Dharti a few times. I was impressed by her professionalism and dynamism. One of the satisfying things that came out during our discussions was that she believes in the quality of our wines and our passion and commitment to improve. With her marketing prowess, perhaps now we can focus even more to improve the quality and bring out some more wines.'
Dhuru and d'Ori were on her radar screen for a while. Recognising his commitment to grow steadily through quality, Dharti says, 'FWM has been looking for a strong domestic partner for a while. We met with several players and finally zeroed in on CDO because of their corporate vision and philosophy which is similar to ours. I was impressed with Ranjit's unfailing commitment to the quality of wines they produce. Ranjit is a true visionary and a very diligent person and I respect his commitment to support us completely in our marketing efforts of their wines.'
In an exclusive interview with delWine a couple of months ago she had mentioned that as a part of her marketing strategy she was looking for the right Indian wine producer to complete their international portfolio.
Delhi-based Sanjeev Arora who recently joined FWM as VP - sales and business development says, "I am very excited that the first markets we are starting with are Delhi and Haryana and I look forward to bringing great success to these fantastic wines".
There has been a recent trend for wine importers to add Indian wines to their portfolio. Brindco joined up with Grover Vineyards about 18 months ago as a junior partner and looks after their complete marketing. Earlier, Sonarys, the second biggest importer had a tie up with a local winery in Nashik in an aborted attempt to do the same.
This is reversal of an earlier trend started by Sula when Rajeev Samant added imported wines to his Indian wines list and is today one of the Top 10 importers.
FWM was started in January 2007 and has already made it to the Top 10 list for 2007-2008 compiled by the Indian Wine Academy. Comments Ranjit,' I was very impressed by her achievements and the fact that she made it to the Top 10 in such a short time.'
Chateau d'Ori has been in the news ever since they came out with their contemporary designed labels of Sauvignon, Chenin, Merlot, Cab Merlot and an all-purpose white with their maiden 2006 vintage. Produced in the self-owned state-of-the-art winery with the help of a French winemaker the wines are already being respected in the market as quality wines and have even been awarded in the short span of existence.
There is a lot of synergy between the two companies. Whereas CDO has a strong production and financial strength, FWM augments the marketing and distribution strength with their all-India presence.
Subhash Arora
August 5, 2008
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