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Miazma to have pan-India presence

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Mumbai-based Globus Wines, part of Globus-Vision Group, is set to indulge lifestyle-conscious Indians to Miazma, the company’s premium red and white wine brand.

Miazma has tied up with leading retail chains and will show its presence in their wine sections as also through its own shop-in-shops within a month. The brand is priced at Rs 450-510 and will compete with renowned labels in the market.

“Indians are developing a taste for wines and we bring them a unique made-in-India flavour. As of now we are present in Maharashtra only, but through our arrangements with renowned retail chains we will have a pan-India presence. We expect to proclaim our all-India launch next month and also announce the names of the retailers we will sell through,” Karan Jain, MD & CEO, Globus Wines, told Indiaretailing.

The labels in white wines include Miazma Chenin Blanc, which has a fruity flavour, and Miazma Sauvignon in green gorse and grassy tang. The red wine is also in two flavours – Miazma Cabernet Sauvignon in damp wood and red berry aroma, and Miazma Shiraz with dark berries, plums and a hint of spices.

When asked about the company’s strategy to tackle competition, Jain said, “Every good product can create its own niche in the market; all that we need do is to attract and retain the customer. We have got good response through word-of-mouth publicity. Nevertheless, we also have enough manufacturing and bottling capacity to meet high demand, which gives us an edge over those who are importing and selling in the country.”

The company has a manufacturing facility at Sangli, Maharashtra, with production capacity of 500,000 litres, with potential to be increased up to 1.5 million litres given the existing set-up. Around 35 acres of land is under cultivation, while Globus has access to 600 acres more. The latter is worth about Rs 10 crore.

– Ranjan Kaplish

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