Contributing to the evolution of wine culture

When Prashanth Nair, the Founder of Vishnath Industries, decided to foray into wine production, he was well aware of the fact that it would call for a long waiting period before the results would be out in terms of consumer acceptance. But now that he has overcome the first, and the biggest barrier, he is confident of making the brand popular across India with its unique ‘Indian’ taste and flavour. His focus right now is on educating consumers about wine and helping them learn to distinguish between artificial and natural wine.

Wine making, as any industry insider will tell you, is fundamentally a passion project that demands significant investment and patience before yielding profitable returns. And patience is certainly something that Prashanth Nair has in plenty. Therefore, the primary motivation of setting up Vishnath Industries, creator of the Myne brand, stemmed from the conviction that they could produce world-class wines in India and never mind if they took some waiting.

“We believe the wine industry in India needs to revolutionise its marketing strategy to become more inclusive and approachable for the broader alcohol-consuming population,” Prashanth says.

The company was established in 2017 and the journey began with extensive experimentation, producing wines at various rented facilities across different regions to understand the nuances of terroir and identify optimal growing conditions. In a significant milestone, the company established a state-of-the-art manufacturing facility at Vinchur Wine Park, in Nashik.

Taking Roots

Their facility boasts a production capacity of 100,000 litres and is equipped with modern machinery and specialised tanks designed specifically for premium wine production. The focus is on producing select varieties that have demonstrated both viticultural success and strong consumer acceptance in India. “Following our first harvest in 2023, we began bottling our wines in April 2024 after a 12-month ageing process,” Prashanth informs. The company has recently commenced sales operations, currently focusing on the Mumbai-Maharashtra market as its primary region, with plans to expand into Bengaluru by December. 

“Establishing a winery in India requires substantial initial investment, particularly for quality equipment and infrastructure. Our facility investments included specialised fermentation tanks, temperature control systems and modern processing equipment; representing a significant capital commitment in the range typical for premium wineries of such a scale,” elaborates Prashanth. While the initial years naturally involve heavy investment with gradual returns, its current financial structure is stable and aligned with its business plan.

This plan anticipates the extended timeline typical of premium wine production. As a privately held company focusing on premium quality over volume, Vishnath Industries has structured its operations to support sustainable growth while maintaining its commitment to quality. This approach has allowed it to make necessary investments in both equipment and ageing processes without compromising the production standards. The key to making excellent wine is the patience involved in production and ageing before making it available to the consumers.

The Journey Ahead

• The future of India’s wine industry depends on modernising the overall marketing approach. “We need to make wine more accessible and less intimidating, simplifying wine communication and reducing unnecessary complexity that makes consumers feel judged. Our philosophy centres on positioning wine as part of our food culture and empowering consumers to trust their palate,” Prashanth says. The role of Vishnath Industries is to deliver balanced wines while letting consumers enjoy them without getting technically overwhelmed.

• On the positive side, the wine segment in India is showing growth, with a critical need to educate consumers about the distinction between natural and artificial flavours. The market currently lacks clear differentiation between these categories, making consumer education essential.

• Vishnath Industries advocates the need for clear labelling that will help consumers make informed choices between artificial wine products and quality natural wines. Metropolitan cities remain the primary markets for premium wine segments, with substantial growth potential in these urban centres.

Storm in Wine Glass

“In candid terms, the wine business in India presents significant challenges from a purely economic perspective. The premium segment, while qualityfocused, moves slowly and doesn’t generate rapid returns. The nature of premium wine production, with its emphasis on quality over volume, means financial returns materialise gradually,” expresses Prashanth. Ruefully, there is no government support till date for Vishnath Industries’ wine production. “The industry faces several structural challenges which need addressing. The current tax system creates disconnect between GST-based purchases and VAT-based sales, preventing input credit benefits that are common in the other sectors,” Prashanth points out.

Substantial GST credits from winery construction and setup are effectively lost. The extensive controls by excise departments hinder business growth and operational efficiency. The limited retail points create a restricted marketplace where retailers gain disproportionate negotiating power, disadvantaging both manufacturers and consumers. In Maharashtra, for instance, retailers largely control consumer choice. This system needs reform to create a more balanced and competitive market environment.

The limited market of wines in India is also an issue. “The current niche positioning of wine in India is largely due to historical marketing approaches that have limited its broader market reach. We believe the wine industry needs to revolutionise its marketing strategy to become more inclusive and approachable for the broader alcohol-consuming population,” he avers.

Wines for India

The wines produced by Vishnath Industries celebrate India’s unique terroir, embracing the abundant sunlight and rich spice heritage to create distinctively Indian wines. “Rather than attempting to replicate European styles under Indian conditions, we have developed wines that reflect our regional character. Our approach emphasises strategic grape variety selection based on regional suitability, with hand-harvesting at optimal ripeness and gentle processing techniques that preserve the natural flavours,” Prashanth states.

Their portfolio showcases wines that reflect India’s tropical abundance, including the Reserve Shiraz and Cabernet Sauvignon with distinctive spice notes and tropical fruit characteristics; a balanced ShirazCabernet blend, and a Chenin Blanc that captures Indian floral notes and tropical abundance. These wines are a celebration of the Indian ethos and taste, standing out as unique products because they stand strong in their own way. The focus is on giving the consumers a taste of ‘being Indian, drinking Indian’.