%0 Journal Article
%T Sula Wines: A Foray into Uncharted Territory
%A Pallavi Srivastava
%A Swati Singh
%J South Asian Journal of Business and Management Cases
%@ 2321-0303
%D 2018
%R 10.1177/2277977917751501
%X This case revolves around how Rajeev Samant, Founder and CEO, Sula Vineyards, Nashik (Maharashtra, India), changed the face of Indian wine industry and made Sula wines a successful brand in both Indian and international landscape. Sula has become a pioneer brand which not only changed the consumption pattern of Indian alco-beverage market but also led to acceptance of wines in Indian scenario. Sula Vineyards is also a leader in sustainable winemaking and has created direct and indirect employment opportunities for thousands of rural youths. It has positioned itself globally as India¡¯s largest and leading wine producer. The case exhibits how well-planned brand-building strategies can make an unacceptable product acceptable in the market. It clearly exhibits various strategies adopted by Samant in building Sula wines, a brand to reckon with. This includes an exploration of the mindset of consumers to strategically place new product among the existing pallet of choice
%K Branding
%K marketing strategy
%K wines
%K positioning
%K leadership
%U https://journals.sagepub.com/doi/full/10.1177/2277977917751501