Spirit of sharing: MP moots booze barter plan to promote Mahua

Bhopal: In a unique move, the Madhya Pradesh government could soon promote booze brands that are exclusive to neighbouring states while also pushing its own heritage liquor brand beyond its territorial lines. The state is keen to aggressively market heritage liquors of other states, made of special items that are typically found there, if the latter are open to the promotion and trade of MP's very own Mahua-based liquor.
From booze made of cashew in Goa to Kesar Kasturi in Rajasthan, Madhya Pradesh Excise Policy for fiscal 2026-27 has a provision to promote heritage liquors of other states, even offering duty cuts and tax relief, if allowed to push trade of its own Mahua-based brand beyond its borders. Should the market strategy find favour with other states, as well as MP's liquor consumers, and other stakeholders show interest, topline heritage liquor brands such as Feni of Goa), Lugdi and Chulli of Himachal Pradesh, Tharra of Punjab and Haryana, Chaang and Tongba of Sikkim and Ladakh, and Toddy of Kerala would line the shelves of liquor stores across MP. Similarly, an aggressive sales push of the state's very own Mahua-made liquor would help it find markets in other states."If in any other state, a specific type of liquor produced from a special product of that state (for example, liquor made from Mahua in MP or from cashew in Goa, etc) is exempted from duty or given relief in taxes/fees in order to promote that liquor within that state, then such specific liquor may also be granted duty exemption in MP, provided that the other state also gives duty and tax exemptions to the heritage liquor produced in MP," reads the excise policy for fiscal 2026-27.However, the policy document clarifies the trade exemptions would be offered on a case to case basis, and there would be no general exemption for all local brands of other states. "The state govt may grant approval after considering each case individually," the policy adds.The move, it is understood, comes after the state's heritage Mahua-made liquor, launched three years ago under the brand name ‘Mond', failed to find any takers due to lukewarm consumer response and lack of visibility. This, despite the brand being promoted aggressively at bars, liquor shops and tourism outlets. Excise dept officials said the state made a provision to give a renewed push to its heritage liquor brand while doing the same for select brands from other states. The state is likely to come out with an official notification to this effect soon, officials said. Some neighbouring states have already adopted the same strategy to market their liquor brands, officials said, adding that the move could gain further momentum if other states show interest in the promotion of MP's ‘Mond'.In Aug 2022, the govt gave its nod to mass production of Mahua — branded as ‘Mond'. In Jan 2023, the govt notified the MP heritage liquor rules, as two self-help groups in Dindori and Alirajpur were given certain exemptions for producing Mahua.The Mahua-based liquor is brewed locally as part of the tribal empowerment drive. The govt also extended help to stakeholders in setting up production units. A Pune-based institute provided production training to the two self-help groups. As part of a pre-launch promotion, a peg of Mahua liquor was offered for free in bars, as part of an initiative by MP tourism, but it couldn't attract booze lovers.Get the latest lifestyle updates on Times of India, along with Women's day wishes, messages and quotes !