New Delhi: Targeting a Rs300-crore turnover by the end of the fiscal, the country’s largest wine maker, Champagne Indage Ltd, has decided to revamp its distribution network and is planning to open 2,500 more exclusive outlets. These outlets operate under the brand IVY wine bars.
“We have plans to open more than 1,000 IVY bars across the country, but looking at the response, we are planning to increase it to more than 2,500 bars,” Champagne Indage managing director Ranjit Chougule said.
Besides exclusive outlets, the company plans to enhance its presence through other retail channels. “Our wines are available in 14,500 outlets across the country. By the end of this fiscal, it will be available in more than 17,500 outlets,” said Chougule.
Chougule said the company is also looking at lower-priced wines to promote wine culture in India. “We have introduced a brand, Vino, which is priced at Rs 99 only. Thus, we are trying to bring the cost of wine to the level of beer,” he added.
“Opening up of IVY bars is also a step in this direction as these outlets will not only strengthen the distribution network of the company but would also work as centre to create awareness about wine drinking in the country,“ Chougule said.
The company has also tied up with big retailers such as Reliance Fresh and Metro and is exploring the option of providing wine-tasting sessions in retail outlets. “With all these activities going at good pace, we are expecting 100% growth in terms of the revenue and in by end of this fiscal, we are expecting a turnover of around Rs300 crore,” he added.