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May 7, 2001
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Money > Business Headlines > Report May 7, 2001 |
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Rural UP swarming with Mastih Do DilsBhupesh Bhandari Crorepati, Do Dil, Janeman, Mastih, Jhoom... the Uttar Pradesh countryside is swarming with new brands of country liquor. After the state government's new liquor excise policy came into effect from April 1, country liquor sales in the state have shot through the roof. While distilleries in the state expect business to grow like never before, the state's revenue from liquor excise is expected to jump by Rs 7 billion over last year. In its excise policy for 2001-02, Uttar Pradesh ended the auction system whereby various districts of the state were apportioned amongst the highest bidders for the sale of liquor. Now, the distilleries can sell directly to the trade. As a result, country liquor prices have dropped by 20-25 per cent resulting in an increased demand. To cash in on the boom, Radico Khaitan Ltd, the largest distillery in the state, has launched two new brands of country liquor in the state -- Mastih and Jhoom. "We will add a few more brands to the portfolio later in the year," Radico Khaitan executive director Abhishek Khaitan said. Khaitan expects country liquor to rake in over Rs 3 billion this year (January-December), up from Rs 500 million last year, which will almost double the company's turnover during the year from Rs 3.1 billion in 2000. Saraya Distillery, the second largest distillery in Uttar Pradesh, has launched two brands -- Janeman and Do Dil -- in the state. "We will launch a couple of more brands," Saraya Distillery president Gurmeher Singh Majithia said adding: "Our country liquor volumes should go up by about 50 per cent this year." Not to be left behind, The Narang Industries Ltd has launched its brand, Crorepati, in the market. "It is a takeoff on the popular gameshow on television and is a big hit in the state," managing director Devin Narang said adding: "We expect to grow the business this year by at least 10-15 per cent." Packed in bottles with colourful labels in Hindi, these have been priced aggressively -- almost at par with country liquor packaged in polythene pouches. This has led to consumers shifting from pouches to bottles. In addition, these bottles carry a hologram put by the company which reduces the chances of the liquor being spurious. Powered by YOU MAY ALSO WANT TO READ:
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