Borse shares an office with Rajesh Jadhav of Rajdheer Wines in a three-storey semi-residential building on the outskirts of Nashik. He started the winery in 2006, producing wines under his own brand from bought-in grapes until 2012. Sahyadri Valley Wines did not produce any wine at all in 2013 and 2014 because there was far too much stock and hardly any demand. The excess stock from 2008 onwards was sold off in bulk to Sula to ensure the wines were bottled before it was too late. Meanwhile, Sula has wines made by Sahyadri, to be shipped in bulk to their own facilities for bottling and sales.

Borse claims the Mumbai terror attacks in December 2008 and the significant decrease in tourism led to the collapse of consumer demand. Certainly there was a drop in the number of tourists to India, caused also by the global economic downturn, but it seems disingenuous to blame all the company’s misfortunes on this single factor.