From Vineyard to Vision: How Ambi Wines Sparked India’s Grape Revolution

In a quiet village of Ratlam, Madhya Pradesh, a group of farmers did something extraordinary. They didn’t just grow grapes—they transformed them into opportunity, entrepreneurship, and export potential.

At the heart of this movement is Motilal Patidar, founder of Ambi Wines, who not only pioneered wine grape cultivation in his region but also helped rewrite state policy, inspire thousands of farmers, and build one of India’s most recognizable rural wine brands.

Why Wine Grapes? A Farmer’s Quest for Better Returns

Motilal’s family had been cultivating table grapes since 1981. But by 2012, despite rising inflation, the price of table grapes had stagnated. Farming them became unprofitable.

During visits to Maharashtra, India’s grape capital, he noticed farmers were shifting to wine grapes—a hardier variety with fewer disease concerns and simpler maintenance. Unlike table grapes that require hormone treatments and delicate handling, wine grapes grow more like wild varieties.

In 2004–05, table grapes were selling at ₹12–15/kg, while wine grapes fetched ₹35–40/kg. The math was clear.

Knowledge, Not Just Vines

Though experienced in grape farming, Motilal and his peers knew wine grapes were a different game. They traveled across Maharashtra, attended field visits, and learned from Nashik’s research centers. With existing infrastructure like trellises already in place from table grape cultivation, transitioning became feasible.

Eighteen farmers—including Motilal—formed a tight-knit group, many of whom had farmed together for over 30 years. This group-based model proved powerful—not only in sharing knowledge but also in aggregating produce to access distant markets like Delhi and Mumbai.

Policy Advocacy: The Power of Farmer Groups

Motilal’s group was among the first self-help groups (SHGs) recognized in Madhya Pradesh. Under this banner, they advocated for critical policies:

• Grape Processing Policy: At the time, no state-level policy existed for wine production. Motilal’s group lobbied to create it.

• Drip Irrigation: Inspired by success in Maharashtra, they pushed for government-backed drip systems, transforming MP’s approach to horticulture.

• Plastic Ponds: To solve post-monsoon water shortages, Motilal introduced the idea of plastic-lined water storage tanks, which soon became state policy under CM Shivraj Singh Chouhan.

Turning a Policy Vacuum into a Wineries Act

Despite planting wine grapes, no wineries operated in MP due to outdated 1915 liquor laws. Maharashtra had passed its own Grape Processing Policy in 2001, enabling its booming wine industry.

Motilal's uncle, a pioneering farmer despite being bedridden, gave them the spark: “You are the government—go and get the law changed.”

With guidance from their district collector and through detailed consultation, they co-created the MP Grape Processing Policy 2006, which was passed in the state assembly and enabled the foundation of MP’s first winery.

Building a Winery From Scratch

Their winery journey wasn’t smooth. Project reports didn’t exist locally. Banks were unwilling to fund them, citing lack of industrial land. But the group kept pushing. A visit to NABARD Mumbai changed everything.

Ranjana Kumar, then NABARD Chairperson, sanctioned Madhya Pradesh’s first co-financed loan for a winery, despite no land mortgage. They built the plant. They trained a local youth at Bharati Vidyapeeth Pune in wine technology.

The winery was ready. But the challenges had just begun.

When the Wine Doesn’t Sell

In 2008, Ambi Wines launched its first batch—selling only ₹1.5 lakh worth of wine against an interest burden of ₹7 lakh. For years, they survived by cross-subsidizing losses through tomato, chili, and guava farming. Land was sold, yet not one loan defaulted.

Why didn’t wine sell?

• It was clubbed with liquor, sold through alcohol shops, where it didn’t attract the right audience.

• No wine culture existed locally.

• Educated marketing staff were missing.

They responded by sending another youth for an MBA in marketing, who later joined MB Wines to develop a strategy.

Changing Distribution: From Liquor Shops to Wine Boutiques

Motilal petitioned the government: “If we grow the grapes and make the wine, let us also sell it.” This led to another policy shift.

In 2011, the government approved exclusive retail wine outlets. Ambi Wines was given its first store. The model worked—so well that today, Ambi Wines runs 70 exclusive outlets across 36 districts, many under a franchise model.

The MB brand became a household name across Madhya Pradesh and Chhattisgarh.

What Sets Ambi Wines Apart? Grape Science

Unlike large brands sourcing grapes externally, Ambi Wines controls its entire grape lifecycle. Motilal's deep scientific knowledge of viticulture is the brand’s core asset:

• Leaf-to-fruit ratios (e.g., 1 grape cluster per 14 leaves for optimal sugar synthesis)

• pH and EC balancing of irrigation water

• Soil micro-nutrient mapping (beyond basic NPK)

When a Downy Mildew outbreak ruined one vineyard but not another, they discovered the pH of the spray water (9 vs 6.5) was the cause. Small interventions like adding citric acid to adjust pH saved entire crops.

Scaling Up: From 500 Liters to 15 Lakh

MB Wines began with 500 liters/year. Today, they’ve built capacity for 5 lakh liters, with a new 15-lakh-liter plantunderway.

And yet, they see room to grow. Demand for wine is increasing at 10–12% annually, and wine grapes offer significantly higher income per acre than traditional crops.

Creating a New Wine Culture

Motilal emphasized that wine is not liquor—it’s health, consumed globally as part of food. Educating consumers was essential.

They now plan to turn Ambi Wines into a tourism destination, complete with restaurants, guided vineyard tours, and support from MP’s tourism department.

The Next Frontier: Scientific Agriculture for All

Motilal believes India’s agricultural future lies in balanced, micro-managed nutrition and real-time soil diagnostics. He advocates for:

• Portable field-based lab equipment

• Micro-nutrient kits

• Data-driven, crop-specific nutrition plans

• Soil and water testing beyond NPK

He dreams of a day when a farmer brings a soil sample and receives a report that says: “This land can yield 12 tons of grapes—if treated this way.”

Message to the Rural Youth

“Don’t chase ₹10,000 jobs. Build ₹10,000 livelihoods for others.”

Motilal is clear—farming is not backward. It’s a business. A village of 700 farming families in his region now employs 1,500+ daily wage workers.

He urges youth to embrace value addition, processing, and science. He also stresses that agricultural education must begin in schools, with specialized colleges in every district.

Closing Thought

From policy advocacy to processing innovation, Motilal Patidar’s story is not just about grapes. It’s about transformation—of land, people, laws, and perceptions.

Ambi Wines is proof that when farmers lead, and governments listen, entire ecosystems shift. This isn’t just a success story. It’s a blueprint.