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Andhra to sell liquor in Tetra Pak

Hyderabad - Under the scheme called "Navodayam", all major brands of Indian Made Foreign Liquor (IMFL) will be sold in tamper-proof packets of 90ml and 180ml capacity.

By P S Jayaram

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Published: Sun 3 Apr 2016, 12:00 AM

Last updated: Sun 3 Apr 2016, 8:51 AM

In a move that will surely cheer up the Bacchus lovers in Andhra Pradesh, the state government has decided to sell liquor in Tetra Pak packages in small quantities at affordable price.
The move is expected to yield twin benefits of checking illicit distillation and increasing the excise revenues for the cash-strapped government by Rs10 billion per year.
Under the scheme called "Navodayam", all major brands of Indian Made Foreign Liquor (IMFL) will be sold in tamper-proof packets of 90ml and 180ml capacity.
The low-cost liquor will be available in Tetra Pak for easy sale and purchase in rural areas. The idea is to increase the liquor sale and thus earn more revenue. At present, it is estimated that the government is losing about Rs15 billion every year due to the sale of illicit liquor and adulteration of popular brands.
Andhra Pradesh Excise Commissioner M.K. Meena asserted that adulteration is almost impossible in Tetra Pak. Besides, the distribution will also be easy as there is no breakage compared to glass bottles.
The government has also decided to offer some incentives to the distilleries as the Tetra Pak equipment costs more than the traditional bottling plant.
The new scheme targets low income groups by selling cheap liquor in small quantities in tamper-proof package. The government has fixed the maximum retail price for a Tetra Pak containing 180ml of IMFL at Rs45. The government has asked all distillers to ensure that cheap liquor accounts for 20 per cent of their total production.
The government has set the target of earning Rs57.5 billion excise revenue during the current financial year as against Rs45.6 billion during last year. At present, Tetra Pak is largely used for soft drinks and milk across the country.
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