Journal of Scientific Research and Reports

Mizoram has promoted grape cultivation and cooperative wineries as alternatives to traditional jhum cultivation, yet evidence on their market potential and competitive position remains limited. This study examines the role of cooperative-led viticulture in Mizoram as a vehicle for rural transformation amid the decline of traditional jhum cultivation. Despite government policy shifts favouring high-value horticulture, particularly grape farming, there remains limited empirical analysis of the long-term viability and market competitiveness of local wineries operating within cooperative structures. Addressing this gap, the study applies a mixed-method, ex post facto research design. Qualitative data from interviews with cooperative leaders and winery managers were combined with quantitative consumer survey data (n = 200) from five districts. The market potential for local wine was estimated using the Chain Ratio Method, while market competitiveness was assessed using SWOT analysis and Porter’s Five Forces framework. Consumer analysis indicates that a growing young, urban, educated, and high-income demographic drives demand, with the estimated annual market potential reaching ₹46.32 crore. The findings reveal that the cooperative wineries in Champhai and Hnahlan operate within a low-competition duopoly supported by regulatory protection and strong vertical linkages with member-growers. However, challenges persist in the form of infrastructure gaps, financial strain, and regulatory volatility. Despite a favourable policy environment, including the 2025 amendment permitting fruit-based wine production, sustainability depends on policy consistency, innovation, and improved cooperative governance. The study concludes that Mizoram’s viticulture sector, if strategically supported, offers a scalable model for decentralised agro-enterprise and inclusive rural development.