Indian Way of Enterprising: A Case of Ambivine
It was summer of 2005, after planting the crop of wine grapes in the 20 hectare land Mr. Motilal Patidar (Patidar) along with 17 farmers involved in grape farming in the Titri village came to know from the District Collector of Ratlam that the Government of Madhya Pradesh included the liquor and winery industry in the negative list under the newly launched State Industrial Policy 2004. Farmers turned agripreneurs it was the first entrepreneurial attempt of a group of 18 farmers including Patidar to establish a wine unit, which was nothing less than a nightmare. There were two options for them either to wait for change in the state industrial policy or return to the farming of normal grapes.
Maharashtra, was the largest grape producing state in the country, wine industry was flourishing due to apposite and liberal industrial policy introduced by the state government in the year 2001. Patidar and his fellow farmers were aware of the fact that process of changing the government policy in state would be too cumbersome and complicated. Further to establish the only winery enterprise in the state would be very difficult. Stepping back also, was not possible for them as they had invested huge amount of money in the farming of wine grapes. In the words of Mr. Jitendra Patidar, Head (Wine Production) minimum amount required for the set-up of wine grape farming; was ₹5.5 lakh per hectare. It was 20% more than the amount required to set-up normal grape farming. Patidar was aware that he should study the wine policy of other states before suggesting changes in the industrial policy formulated by the Government of Madhya Pradesh to start the wine enterprise...........
Wine Business in India
Wine is produced from vitis a variety of grapes generally known as wine grapes or grapevines. Wine is also considered to be a sophisticated drink among the upper and middle class and for laymen it is just another form of liquor. Generally, in India wine is considered as a premium alcoholic drink..........
Idea of Enterprising
Farming of grapes in Madhya Pradesh was introduced by Ryot Ambaram Patidar a visionary agriculturist from Titri village in Ratlam district. In 1982, Ambaram Patidar started the plantation of grapes for the first time in less than a hectare of land. With arduous efforts in a few years grape farming converted into a successful venture and was also adopted by many farmers making............
Formulation of Government Policy
Before 2006, grape processing and wine-making industry was under the negative list of business clubbed with the liquor industry. All the rules and regulations of liquor business were applicable on the grape processing and wine industry. State of affairs changed in the year 2005 as farmers of............
Birth of Ambivine
After getting clearance from collector of Ratlam as per the “Grape processing industrial policy, 2006”, the group established a winery unit in Titri; with the name Patel Wine and Fruit Processing Industries and started producing fine quality wines under the brand name of “Ambi”.............
Production
In the year 2007, Patidar sent Jitendra, his younger brother to the US for a study trip to learn the art of making wines. In four months Jitendra completed his course in wine technology and learnt the basics in the field of wine-making successfully............
Climate and Wine Quality
Climate plays a very significant role in wine grape production and directly affects the quality of wine. Ideal climate condition for wine grape plant while grape berry is in developing stage required warm temperature during day time and cold temperature during nights............
Company Structure
Patel Wine and Fruit Processing Industries registered under the partnership act and followed the proper corporate culture and structure to run the business. Patel Wine and Fruit Processing Industries was.............
Marketing Environment in the State
They explored the marketing environment of the Madhya Pradesh and found that there were few wine brands like Sula wines from Maharashtra and Jacobs Creek brand of Australian Liquor Company Seagram that existed in the market................
Exhibits
Exhibit I: Grape Production and Consumption Pattern (2008)
Exhibit II: State-wise Market Share of Wine Consumption in India (2006)
Exhibit III: Classification of Wines
Exhibit IV: Company Structure