fruit wines of meghalaya: a sustainable approach for …
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FRUIT WINES OF MEGHALAYA:
A SUSTAINABLE APPROACH FOR RURAL LIVELIHOODS
Ashok Kumar, Research Scholar
Sharad Kumar Kulshreshtha, PhD, Assistant Professor
Department of Tourism and Hotel Management
North-Eastern Hill University, India Abstract
Sustainability signifies a condition based on the principles of sustainable
development, taking full account of its current and future economic, social and
environmental impacts taking the stakeholders’ needs, benefits, and interests into
consideration. The Government of India, of late, has realized what rural India can offer
to the world. The Tenth Five Year Plan has identified tourism as one of the major
sources for generating employment and promoting sustainable livelihoods. The
concept of sustainable rural livelihood is the enhancement of multiple opportunities so
that the local community can avail of the scope for income and employment generation
through sustainable tourism practices. Meghalaya is a state blessed with a variety of
agrobiodiversity and vivid climatic conditions which favours the cultivation of
different types of horticultural products like fruits, vegetables, flowers, etc. Meghalaya
also has so many indigenous species of fruit plants that may not be found anywhere
else in the country. The horticultural wealth of the state in terms of fruits includes
peach, plum, pear, pineapple, banana, jackfruit, sohpieh, sohiong (black cherry),
sohsang, sohphoh, sohlang, sohbrap (pasion fruit), sohmon, etc. Fruit wines in
Meghalaya will have a niche market at its best, where the excess quantity of fruit
abundant in the areas can be processed. This study aims to highlight the relationship
between local fruit wine and sustainable rural livelihood in Meghalaya. The paper is
based on qualitative research techniques where an exploratory research approach has
been applied.
Keywords: fruits wine, sustainability, rural livelihood, wine tourism, Meghalaya
JEL Codes: L66, O18, Q56, L83
Received: November 11, 2020
Accepted: December 16, 2020 Kumar, A. and Kulshreshtha, S. K. (2020), “Fruit Wines
of Meghalaya: A Sustainable Approach for Rural
Livelihoods”, Journal of Applied Management and
Investments, Vol. 9 No. 4, pp. 169-182.
Introduction
The conventional socio-economic growth and development have resulted in
many unsustainable practices around the world. Even though the tourism industry is
relatively new, but is it not an exception to that. The traditional form of tourism or
mass tourism has many adverse socio-economic and cultural impacts on ecology and
various stakeholders. Hence, the opinion and practices recommended by environmental
economists and environmentalists are incorporated to resist the adverse consequences
of so-called traditional development. In the current scenario, environment and ecology,
along with socio-economic and cultural issues are increasingly addressed to ensure
development with dignity. The Tourism sector in the 21st century will not only be the
world's biggest industry, but it will also be the largest by far that the world has ever
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seen (Page and Dowling, 2001). The growing tourism industry will need to embrace
greater responsibility for its impacts, which may be economic, social, or
environmental. The World Tourism Organization (WTO) indicates that the tourists of
the 21st century will be traveling further afield on their holidays. China will be the
world's most popular destination by the year 2020, and it will also become the fourth
most important generating market. Agriculture, the primary means of livelihood for
millions of people in India still is in very bad shape. Though billions of rupees are
spent on various mega projects for alleviating poverty, it continues to be very acute.
The growth of the Indian population is unsustainable along with its agricultural and
industrial practices. The broadest estimate using NSS data vis-à-vis the calorie intake
prescribed by the ICMR (Indian Council of Medical Research) has shown that around
70 percent of the Indian population is living below the poverty line. Many such other
problems are social and gender inequalities, malnutrition, illiteracy, improper and
inadequate health facilities, unplanned urbanization, environmental degradation, etc.
But, from the Himalayas in Kashmir to the seacoasts of Kanyakumari and from the
Kutch in Gujarat to the humid forests of the northeast, India displays her wealth of
diversity in cultures, religious fairs, and festivals. Indeed, India follows unity in
diversity. The country extends up to 3200 km from south to north and 3000 km from
east to west covering 32,87,263 sq. km. In the global scenario, India has a prime
position in the field of tourism among the world's Top 50 (Fifty) tourist destination
countries. In India, the tourism sector is the second largest net foreign exchange earner.
This is a country with the second-largest human resources in the world. The country
has a large treasure of natural beauty, archaeological and architectural monuments. All
the hill stations beaches, mountains, lakes, river basins, etc. comprise separate bio-
geographic regions that are ecologically fragile and socio-culturally vulnerable. Almost
hundreds of these regions need immediate attention for awareness, management, and
sustainable development. Considering the attraction features, ecotourism varies from
one destination region to another.
About Meghalaya
‘Meghalaya’ derived from Sanskrit word, meaning ‘Abode of the Clouds’ was
declared the state of the Indian Union on January 2nd
, 1972. Meghalaya is a land-
locked territory lying between latitudes 250 47’ N and 2600’ N and longitudes
89045’E and 92047’E. The geographical area of the state is spread throughout 22,429
sq km. with a border area of 443 km with Bangladesh and has many rivers such as
Daring, Sanda, Umkhri, Digaru in different regions. The state has rich deposits of
valuable minerals like coal, limestone, uranium, and sillimanite and is home to many
rare species of birds, flora, and fauna. It is bounded on the North by Goalpara, Kamrup,
Nagaon, and Karbi Anglong districts of Assam state, and on the east by the districts of
Cachar and North Cachar Hills, also part of Assam. The state of Meghalaya is well
defined in its three different regions - the Khasi Hills in the Central part of Meghalaya,
Jaintia Hills in the eastern part of Meghalaya, and Garo Hills which form the western
part of Meghalaya. The Jaintia Hills and Khasi Hills which form the central and eastern
part of Meghalaya are impressive plateau with rolling grassland, hills, and river
valleys. The northern section of the plateau has an undulating topography with a series
of hills rising to almost the same height, extending northwards to slope gradually,
merging with the plain of Assam. The summit of these hills varies from 70 m to 820m.
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The southern face of the plateau is marked by deep gorges and abrupt slopes. The
height of the central plateau of the Khasi Hills hovers around 500 m with the Shillong
peak (965m), the highest point in the plateau, overlooking Shillong Town. The Garo
Hills which form the western part of Meghalaya are lower in elevation. The greater
parts of the Garo Hills range in height from 450m to 600m and drop steeply to the
Brahmaputra valley on the north and the plains of Bangladesh on the south. Nokrek
(42m) east of Tura town is the highest peak in western Meghalaya.
Fruits Wine of Meghalaya
The features of the indigenous wines of Meghalaya are presented in Table 1.
Table 1. Indigenous Wines of Meghalaya
No. Name of the Wine Basic Ingredients and Botanical
Names Seasonality
1 Cashew nut apple Cashew Nut Apple (Anacardium
occidentale) March to October
2 Cherry wine Cherry(Prunus cerasus L.) Throughout the Year
3 Orange Citrus
sinensis (L.) Orange (Citrus sinensis) Throughout the Year
4 Ginger wine Ginger(Zingiber Officinale) Throughout the year
5 Mulberry Wine Mulberry(Morus) May to August
6 Strawberry Wine Strawberry(Fragaria) December to March
7 Passion fruit Wine Passion fruit(Passiflora) May to July
8 Blackberry Wine Blackberry(Rubus) May to September
9 Plum Wine Plum(Prunus Domestica) May to September
10 Banana Wine Banana(Musa) Throughout the year
11 Jackfruit Wine Jackfruit(Artocarpus
Heterophyllus) May to September
12 Peach Wine Peach(Prunus Persica) May to September
13 Pear Wine Pear(Pyrus) May to September
14 Pine Apple Pineapple (Ananas Comosus) March to October
15 Blackberry Wine Sohiong(Prunus nepalensis) May to September
16 Kiwi Wine Kiwi fruit(Actinidia Deliciosa) December to March
Source: Compiled by the authors
Status of Wine Making Policy
Meghalaya winemakers association and Forever Young Sports and Cultural club
have been organizing Meghalaya Wine Festival for the last 18 years. The festival
attracted winemakers and tourists from across the state and even other parts of the
North-Eastern states of the country. Earlier the indigenous winemaking and marketing
in the state was not legalized. However, the present State Government has introduced
the Manufacture and Sale of Homemade Fruit Wines Rules 2020 for issuing licenses to
winemakers in the state. By bringing this rule they have put an end to almost a two
decade –long demand for legalizing the local homemade winemaking. This strategic
move by the state government would go a long way in helping farmers producing a
variety of fruits in the state to sell their products locally which can then be value added
by the local winemakers. This will certainly boost the horticultural sector of the state,
tourism, and revenue generation for the state exchequer but once it blossoms into a
cottage industry, it will help generate employment and rural livelihood.
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Stakeholders of Fruit Wines in Meghalaya
The different stakeholders for the fruit wines in Meghalaya (Figure 1) may
include the Farmers harvesting the local fruits, Fruit vendors, Winemakers who do
value addition to the fruits, distribution channels, Cellar door sales,
Hotels/Restaurants/Permit Rooms/Bars, etc.
Figure 1. Stakeholders of Fruit Wines
Review of Literature
Fruits Wines
Fruit wines are un-distilled alcoholic beverages usually made from grapes or
other fruits such as peaches, plums or apricots, banana, elderberry or black current, etc.
which are nutritive, tastier, and mild stimulants (Swami et al., 2014). Fruit wines are
usually referred to by their main ingredient (e.g., plum wine or elderberry wine)
because the usual definition of wine states that it is made from fermented grape juice.
In the European Union, wine is legally defined as the fermented juice of grapes. Fruit
wine is commonly called country wine. Fruit wines are fermented alcoholic beverages
made from a variety of base ingredients (other than grapes); they may also have
additional flavours taken from fruits, flowers, and herbs. This definition is sometimes
broadened to include any fermented alcoholic beverage except beer.
Fruit wines have traditionally been popular with home winemakers and in areas
with cool climates such as North America and Scandinavia; Africa, India, and the
Philippines, etc. The modern fruit wine may be used more widely as an aperitif, an
accompaniment to meals, or even used in the food and can be considered parallel to
grape wines. This wider use and the basic idea of fruit wine as an alternative to grape
wine is a new concept (Sundbo, 2015). Fruit wine is undergoing gastronomic renewal.
New, scientific cultivation and production methods and the use of local varieties of
fruit, primarily apples and cherries, based in local "terroir" (Groce and Perri, 2010) are
bases for new types of fruit wine with high gastronomic value. Producers are
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experimenting with new fruit varieties, new cultivation methods (using different
fertilizing methods, land areas, harvest times, apple and cherry varieties, etc.), and new
production methods (storing temperature, fermentation, chemical control, etc.).
Sustainable Development
It can be said that the first definition given to sustainable tourism was declared
by the United Nation World Tourism Organization (UNWTO) in 1996: it says "tourism
which leads to management of all areas, in such a way, that the economic, social and
environmental needs are being fulfilled with the cultural integration, ecological
processes, biodiversity and supporting the development of societies". Besides,
regarding the main concept of sustainable development, UNWTO stated that
sustainable tourism can be described also as a process that "takes into account the
needs of present tourists and traveler needs of the future generations as well" (Fennel,
2003). Sustainable tourism views tourism within destination areas as a relationship
between their communities and peoples, tourists, and the tourism industry. Earlier, the
tourism industry has dominated this relationship. Sustainable tourism use to reconcile
the conflicting interests between these three partners. It minimizes environmental and
cultural damage, optimizes visitor satisfaction, maximizes long-term economic growth,
and balances tourism growth potential and the conservation needs of the environment
(Bhadauria and Rastogi, 2012).
Rural Livelihoods
Thus, culinary tourism (food and wine) besides being a form of tourism in its
own right overlaps with rural tourism. One way to comprehend and interpret this
overlap is that culinary tourism is linked to rural tourism when it takes place in a rural
setting. How can rural tourism contribute to rural development? Many agree that
tourism can act as a catalyst of socio-economic development in rural areas and produce
the following benefits (Sharpley, 2002; Saxena and Ilbery, 2008):
Alleviation of poverty and unemployment;
Local employment: job retention, job creation & job diversity agricultural
support;
Growth in income;
Increase in local participation;
More control of local resources;
Nature conservation and sustainable tourism;
Preservation of local traditions, art, culture, and heritage;
Women empowerment;
Improvement in environment.
Therefore, proper management of it could help in the efforts to alleviate poverty.
The launching of the ST-EP program by UNWTO in 2006, marked the beginning of
the new approach of using tourism as a tool for reducing poverty in most of the least
developed and developing countries. Recently there is an emergence of Pro-Poor
Tourism (PPT) as an approach to tourism development which aims at increasing the
net benefits for the poor and is guided by one common principle of improving the
linkage between tourism business and the poor by expanding the benefits to the poor
taking anti-poverty as its primary goal. He further concluded that both ST-EP and PPT
share the same theme of unlocking opportunities for the poor focusing on poverty
alleviation no matter what definition is given to the two concepts.
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Traditional Knowledge for Sustainable Community and Livelihood Development
Community development means working at the grassroots level, rather than
merely focusing on the policy level (Daskon and Binns, 2009). In early approaches to
community development from the 1950s to early 1979s, priorities and actions to
particular communities tended to be defined by outsiders rather than by local people
(Daskon and Binns, 2009). Increased concern for local knowledge, participatory
learning, and empowerment of communities has brought the approaches to focus on
grassroots (Chambers, 2009). Such approaches have collectively developed with local
people for changing their situation for the better (Potter et al., 2008). Since the 1990s,
an effort has promoted to better understand rural livelihoods and to bring rural
development strategies more in line with the priorities of rural communities (Elaine
and Danilo, 2012). A livelihood comprises the capabilities, assets, and activities
required for a means of living: a livelihood is sustainable when it can cope with and
recover from stresses and shocks and maintain or enhance its capabilities and assets
(Chambers and Conway, 1991). The neglect of Traditional Knowledge and cultural
factors in the contexts of achieving sustainable livelihoods is a serious shortcoming as
seen in the Noto Peninsula, Japan (Elaine and Danilo, 2012). The results of group
discussions and interviews in the Peninsula showed that the local people have inherited
TK on many aspects of their surroundings and their daily lives, and TK has constituted
a valuable resource for rural development. It has covered a wide range of subjects such
as species (e.g. wild edible plants and mushrooms), land use (e.g. traditional paddy
farming), and management of the satoyama ecosystems. Within this context, we
particularly explored the role of TK-based upon wild edible plants and mushrooms in
terms of sustainable rural development livelihoods. The results of the surveys revealed
that the local people still harvest the indicated species for a variety of reasons (e.g.
traditional diet system) in the Peninsula.
Wine Tourism as Special Interest Tourism (SIT)
Wine tourism is growing as a form of special interest tourism (Charters and Ali-
Knight, 2002; Getz and Brown, 2006). Further, the tourism literature positions wine
tourism as an industry in itself, however, it is inextricably linked to other forms and
parts of tourism (Getz, 2002; Szivas, 1999; Sharples, 2002). Getz (2002) associated
wine tourism with cultural tourism, rural tourism, festivals, events, and more.
According to O’Neill and Charters (2004), wine tourism generates economic activity,
creates full/part-time jobs, earns foreign exchange if international visitors are attracted,
and creates substantial long-term wealth. According to Sharples (2002), wine and food
may be one of the main motives for visiting specific areas and countries around the
world, and that the activities based on wine and food can be an important part of the
tourist experience. The wine industry allows creating a relationship with the tourism
industry since wine is associated with relaxation, communication, nutrition, hospitality,
and others, which tourists seek to satisfy during their holiday (Dodd, 1995). The
emergence of special interest tourism (SIT) is viewed as evidence of the increasing
diversity of holiday interests of the early twenty-first-century leisure society (Douglas
and Derret, 2001). Wine tourism, as special interest tourism (SIT), encompasses a wide
range of experiences built around tourist visitation to wine outlets, wineries, and wine
regions (Getz, 2002). One of the most widely used definitions of wine tourism is from
the visitor’s perspective. Wine tourism is now acknowledged as an emerging area of
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special interest tourism throughout the world, and it is an increasingly important
tourism component for many wine-producing countries. The wine sector has shown
significant growth in the last five years in India and the tourism-related activity has
also increased, particularly in Maharashtra (Raut and Bhakay, 2012). Wine tourism has
been growing because of tourists' interest and government assistance to wine
producers. The Resource Guide for a start-up suggests that government officials have
become aware of the wine industry’s potential to create economic opportunities in rural
communities (Raut and Bhakay, 2012).
Wine Tourism Centric Rural Livelihood
It is not only that international tourism makes a key contribution to the income of
tourist destination areas, but it also provides employment opportunities, supports a
large and diverse range of industries, helps to expand local economies, and supports
both in existing infrastructure and development of new infrastructure (Shone, 2008).
The process of Tourism also helps to balance out regional inequalities (Jackson, 2006).
Thus, the tourism sector has become a fundamental part of the developmental policy
and economic approach in many countries (Sharpley, 2002). The economic impacts of
tourism include the generation of income through the multiplier effect as tourist
expenditures are recycled through the local economy, the generation of employment,
the encouragement of entrepreneurial activity, the stimulation of regional economies,
and the alleviation of regional economic imbalances(Sharpley, 2002; Vanhove, 2005;
Wall and Mathieson, 2006). With the course of development, a cycle of snowballing
growth is set in motion providing opportunities for increased investment as well as a
network of backward integration to other sectors of the tourist destination’s economy
(Telfer and Wall, 1996).
Research Questions
Qs-1 What is the ideal livelihood model for wine tourism in Meghalaya?
Qs-2 What are the involvement and participation of multi-stakeholders in wine
tourism centric rural livelihood?
Qs-3 What are the major challenges to wine tourism-related rural livelihood in
Meghalaya?
Objectives of the Study The objectives of the study are the following:
To study the opportunities and challenges of fruits wine tourism-related rural
livelihood in Meghalaya.
To evaluate the involvement and participation of multi-stakeholders in fruits
wine centric rural livelihood.
Research Methodology
The present study has been carried out in the state of Meghalaya. This paper is
based on qualitative research techniques where an exploratory research approach has
been applied. In this regard, personal visits and surveys have been done to observe the
potential and challenges of wine tourism and its role in sustainable rural livelihood. A
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focus group interview has been conducted of various tourism stakeholders, local
entrepreneurs, Department of Tourism, Headmen of Villages, local communities
especially people involved in winemaking practices. Secondary data has been collected
from reputed journals of tourism research, books, travel magazines, national and local
newspapers, annual reports of Ministry of Tourism, Government of India, Meghalaya
Tourism, Meghalaya Basin Development Authority (MBDA), and some useful
websites.
Figure 2. Sustainable Approaches Rural Livelihood through Fruits Wines in
Meghalaya
Figure 3. Departments Involve in Fruits Wine Livelihood Training and
Development
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Figure 4. Strategic Involvement of Key Institutions for Fruit Wine Livelihoods
Fruits Wine Centric Rural Livelihoods in Meghalaya
Wine Making
The state of Meghalaya has an old tradition of winemaking but there are very
few players who come forefront in the wine tourism sector. Wine tourism has not
flourished because of many impeding factors like legalization issues, cost, and product
knowledge, and lack of awareness of promoting wine tour as the holiday vacation.
Meghalaya is a state blessed with a variety of agrobiodiversity and vivid climatic
conditions which favours the cultivation of different types of horticultural products like
fruits, vegetables, flowers, etc. Meghalaya also has so many indigenous species of fruit
plants that may not be found anywhere else in the country. The horticultural wealth of
the state in terms of fruits and vegetables includes so many exotic fruits. These
horticultural products are highly perishable and should be processed in the form of
jams, jellies, squash, juices, and wines to avoid their wastages. If fruit production,
especially the indigenous fruits, is encouraged, they will provide winemakers with a
larger selection. As winemaking gains popularity, fruit farmers will have a better
market for their harvest. The Shillong wine festival and other indigenous fruit festivals
will preserve, promote and also help create awareness not only on the art of
winemaking but also its commercial potential as the tourism industry. Wine is one of
the fermented beverages that have many health benefits. Traditionally, wine is
produced by the fermentation of fruit juices using yeast which involves the conversion
of sugar to alcohol. Using fruits and vegetables having medicinal and nutritional value
as a substrate for wine production, the health benefits can be improved widely. Wine
can act as a nutrient supplement for seasonal fruits and vegetables throughout the year.
Vegetables and fruits like Ginger and Indian gooseberry, which are known for their
high medicinal and nutritional value are used as the substrate here. Fermentation is
carried out with Saccharomyces cerevisiae commonly known as baker’s yeast.
Winemaking is an enjoyable, educational and satisfying hobby of the communities in
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Meghalaya. The traditional wine base ingredient is the grape because it naturally
contains the correct mix of sugar, moisture, tannin, and nutrients required for
fermentation and preservation, and it even carries its natural yeast present in the bloom.
But in reality, wine can be made from almost any non-toxic plant or plant part if
additional ingredients are supplied in the correct amount. So the process of making
wines from various types of fruits, vegetables, and spices is no more complicated than
making wine from grapes and it is a good preservation method. Fermentation can
extract valuable components from the raw materials used for production. The alcohol
content of home-made wines is only about 7-8% which makes it consumable for
persons of any age group.
Production Process of Fruit Wines
Figure 5. Production Processes of Fruit Wines Source: Authors’ compilation
Food & Wine Harmony
• The choice of wines with the food is based on the sommelier's suggestion or
with their own experience.
• Indigenous beverages like rice beer may be consumed with any meal during
festivals, ceremonies, etc.
• Wine is a perfect partner for food.
• Dry white wine goes well with fish and fatty foods.
• Red wines may be served with red meats, games.
• Sweet wines are served with sweets and desserts.
Wine Tourism
Wine tourism = wine industry + tourism. "Wine tourism is visiting vineyard,
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wineries, wine festivals and exhibitions are organized for recreation". "Visiting
vineyard, wineries, wine festivals, wine exhibitions in the wine tasting and/or
sightseeing, wine regions are the primary motives" (Hall, 1996). Wine Tour may
include food and wine harmony, enjoying the environment, recreation, cultural,
natural, and other activities that are available in the wine regions.
Wine festivals
The wine festival, which has taken place for the last Eighteen years, has lasted
one day each year. The wine festival is organized by an enthusiastic young man Mr.
Michael Syiem who the president of a group is called the 'Forever Young Club' and the
Meghalaya Wine Makers Association. Though relevantly located at the central hub of
the city the venue attracts producers and consumers from all over the world. Having
paid an entrance fee, visitors are given wines for tasting in miniature glasses. They are
then admitted into the lounge area, which is not normally open to the public. In this
area, separate booths have been provided to the producers and are converted into
temporary market places. There are also a few booths selling food as well as several
booths doing demonstrations such as how to cook or make desserts with fruit wine.
Outside the booths is a lawn with sitting arrangements. The wine festival attracts wine
tourists, wine connoisseurs, gastronomic tourists, and wine visitors.
Sustainable Wine Tourism vis-a-vis Community Participation
Poitras and Getz (2006) studied an important dimension of wine tourism, which
is the sustainability of wine tourism in the host community and tourist destination. The
authors mention that sustainable wine tourism depends on social, environmental, and
economic sustainability and, specifically, on the "identification and management of
unique issues about the resources used (i.e. the land and water, labour), specific forms
of wine tourism development, and the specific impacts caused by wine-related
tourism". Some of the main issues identified were the activity's seasonality,
competition, environmental impacts and the participation of all stakeholders, and
community involvement in the development of the region. According to Alonso and
Liu (2011), to have sustainable wine tourism, the participation of all relevant
stakeholders is essential, as well as government support, and there must be
coordination among them; but they recommend that more studies must exist to
understand wine tourism in other regions.
Challenges of Fruits Wine Livelihoods in Meghalaya
The challenges in terms of quality of wine compared to the other states like
Maharashtra, Karnataka, Himachal Pradesh, and Mizoram and Arunachal Pradesh is
also a major setback. The other major hurdles of the wine tourism sector include the
amount of initial investment required, lack of technical expertise in local entrepreneurs,
professional knowledge & skills, and various marketing and distribution channels,
coordination of related departments. The lack of proper understanding regarding the
wine tourists, their needs and expectations, buying behaviour, etc. also plays a major
role in the promotion of wine tourism. Government support is important for wine
tourism development. Wine tourism cannot function successfully without partnership
within the community. Strong cooperation with restaurants and hotels, excise and
police, health agencies, employment services, and environmental groups are widely
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needed to support the growth of the fruits wine industry. Finally, it is crucial to take
good care of the environment and preserve the rural beauty of the fruit orchards so the
region can keep its status as a wine destination.
Conclusion
The fruit wine production and consumption culture in Meghalaya very old but it
for self and festive purposes. For a long time, there was a continuous demand from the
Meghalaya Wine association to develop a legal policy framework on local fruit wines
making in Meghalaya. Recently Meghalaya Government has introduced the
Manufacture and Sale of Home Made Fruit Wines Rules, 2020 for issuing of licenses
to winemakers in the state. Fruits winemaking and wine tourism in Meghalaya is still at
a nascent stage and needs a proper tourism development plan. Conscious collaborative
efforts are required from the wine and tourism industries to come together and form a
wine tourism development board. Such a board or body should own the overall wine
tourism road map and will remain committed to finance and support its
implementation. Fruit wines of Meghalaya will have a niche market at best, where the
excess quantity of fruit abundant in the areas can be harnessed. Meghalaya has plenty
of pineapples, Banana, Strawberry, passion fruit, and sohiong that would make decent
wines once the proper focus and commercial exploitation are feasible. All this is
possible only if and when the government of Meghalaya takes some positive steps to
allow the harnessing of the fermentation capability of its abundant fresh fruits. The
production of indigenous beverages may serve as a good source of income for the
livelihood of the ethnic groups and a source of revenue to the state. The production
may be encouraged at the level of a cottage industry.
Future of Fruit Wine Livelihoods in Meghalaya
The Meghalaya Government has amended the much-awaited excise rules in the
year 2020. The present State Government has introduced the Manufacture and Sale of
Homemade Fruit Wines Rules 2020 for issuing licenses to winemakers in the state. By
bringing this rule they have put an end to almost a two decade –long demand for
legalizing the local homemade winemaking. This strategic move by the state
government would go a long way in helping farmers producing a variety of fruits in the
state to sell their products locally which can then be value added by the local
winemakers. Since the indigenous fruits are mostly grown and harvested in rural
settings, the production, and marketing of the fruit wines will help the local farmers
and encourage them to enhance their production process. This will certainly boost the
horticultural sector of the state, tourism, and revenue generation for the state exchequer
but once it blossoms into a cottage industry, it will help generate employment and rural
livelihood.
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