In Search of a Blue Ocean in the Indian Wine Industry

Abstract

Naara-Aaba is an indigenous wine innovated by a woman who could predict a beautiful end to her vision of brewing wine from the sacred but exotic fruit kiwi. The brand was launched in 2017 at Hong village of Ziro, Arunachal Pradesh by Tage Rita Takhe; an engineer turned entrepreneur through her venture M/s Lambu Subu Food & Beverages. The brand was named after her late father-in-law lovingly known as ‘Naara’ and ‘Aaba’ meaning father. The motto of the company is to fight a social problem that wreaks havoc across the region, namely the suicides of thousands of farmers who cannot pay back their debt due to drought, poor harvest, and sometimes exacerbated by climate. Rita started her winery facing these hurdles and a field abundant in kiwi fruits. Despite facing many challenges such as lack of efficient production infrastructure, market connectivity, and minimum support from the government machinery, she has created a niche market in the wine industry. This case aims to establish the applicability of the Blue Ocean strategy by applying the tools to create an uncontested market space for Naara-Aaba, the first organic kiwi wine from the north-eastern states of India and second in the world after New Zealand. Research question: How to apply Blue Ocean strategy for the brand Naara-Aaba so that the competition becomes irrelevant? Theory: Blue Ocean theory Type of the case: Applied problem solving Basis of the case: Phenomenon-creating uncontested space in the market Protagonist: Present Findings: The findings revealed that implementing a Blue Ocean strategy will open up new uncontested market spaces for the brand to grow profitably. This case study shows how to apply Blue Ocean strategy for a wine brand. Discussion: Blue Ocean strategy advocates that by eliminating unnecessary attributes, reducing all features that pushes up the cost, raising utility, and creating higher value, a brand can redefine its market where competition is non-existent.