Sula Vineyards IPO

Sula Vineyards is the largest wine producer and seller in India and has also been a consistent market leader in the category it operates in terms of sales and volumes. It also the most visited vineyards, it had approximately 368,000 people visiting it in 2020. 
the market leader across all four price segments, being ‘Elite’ (INR 950+), ‘Premium’ (INR 700-950), ‘Economy’ (INR 400- 700) and ‘Popular’ (INR<400). 
It also a market leader across wine variants, including red, white and sparkling wines
The company has two main categories, i.e., 
•    the production of wine, the import of wines and spirits, and the distribution of wines and spirits (the “Wine Business”)
•    the sale of services from ownership
Recently, it has also added a new segment of Wine Tourism business which vineyard resorts and tasting rooms. The resorts under “The Source at Sula” and “Beyond by Sula” brand names, having room capacities of 57 and 10 rooms, are located in Nasik while the tasting room named “Domaine Sula” is located in Karnataka. It also hosts India’s and Asia’s largest wine music festival.

Apart from the flagship brand Sula, the company also distributes wines under various other brands namely, e “RASA,” “Dindori”, “The source,” “Satori”, “Madera” & “Dia”. The business has to offer extensive varieties of wine at varying price points, with 56 labels to choose from a portfolio of 13 distinct brands making it accessible to the masses with different budgets. 

It services to nearly upto 8000 hotels, restaurants and caterers and Off-trade sales contributed upto 72.25% in the last 3 years of its secondary sales. The company has tie-ups with distributors in Maharashtra, Haryana, Delhi, Goa and Punjab and upto 13,000 retail touchpoints in 2021. 
 

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