A STUDY ON THE MARKET POTENTIAL OF NAARA AABA ( KIWI WINE) WITH SPECIAL REFERENCE TO ZIRO VALLEY, ARUNACHAL PRADESH

Author Name: 1MR. SANTOSH KUMAR YADAV, 2PROF. (DR.) MRIDULA SAIKIA KHANIKOR

Volume: 01 June 2020 &  Issue:

Country: INDIA

DOI NO.: NA, DOI Link: http://doi-ds.org/doilink/08.2020-25662434/

Affiliation:

1. Head, Department of Commerce & Management, Indira Gandhi Technological and Medical Sciences University, Ziro Arunachal Pradesh, India
2. Vice- Chancellor, Indira Gandhi Technological and Medical Sciences University, Ziro Arunachal Pradesh, India
   E-Mail ID: santosh217976yadav@gmail.com

ABSTRACT

Kiwi fruit is grown as a commercial crop in the several countries like China, Italy, New Zealand, Chile, Greece, France, Turkey, Iran, Japan, United States, and Portugal. Italy is the largest producer of Kiwi in the world. In India, Kiwi is grown in Himachal Pradesh, Uttrakhand, Jammu & Kashmir and parts of Sikkim. Lesser known is the State of Arunachal Pradesh in the Eastern Himalayas of North East India. Ziro Valley is the area where the climates suit the growth of Kiwis. Kiwis are abundantly grown and the people, in the sands of time learnt the importance of making wine for the commercial purpose. In the hinterland of Northeast India a winery is located inside Honge Village (Ziro) of Lower Subansiri District. Naara Aaba has launched in the India on 26 oct. 2017 in the Indian Wine market. The present investigation has tried to find out the market potential of the product in the lower subansiri District especially in ziro valley of Arunachal Pradesh. The study was under the flowing objectives- To collect data from the salesmen regarding, sales and storage of the Kiwi wine Naara Aaba; To collect opinion of the salesmen regarding the improvement of sales and promotion; and To Develop Base line data for the state of Arunachal Pradesh regarding the Naara Aaba brand. Methodology – research approach is survey. Setting being wine shops of Ziro Valley with one hundred convenient samples. The toll for data collection was questionnaire consisting three parts. Literature was reviewed on distribution channel and on health benefits of kiwi wine. Findings- Majority of respondents knew about Naara Aaba and is as one of the costlier than other brands (90%), majority of the shops had the brand for sale (70%),only 10% respondents have the knowledge about the promotional campaign and its impact on heath. Conclusion- Naara Aaba is new in the market of Arunachal Pradesh and India at large. Very few people in the mainland are aware about the product. Local People prefer homemade kiwi wine which is cheaper than Naara Aaba. There is a necessity to promote in the world of wine market.

Key words: Market Potential, Naara Aaba Kiwi Wine, Promotional Campaign