In high spirits with a liquor store of their own

New Delhi: For most women in Delhi buying liquor from the vends is a fraught task. To avoid the stares and judgemental remarks at these places, women prefer sending men friends to buy their liquor. They have reasons to rejoice, therefore, that a unique women-only liquor store has opened in Mayur Vihar's Star City Mall.
Located in what the natives call the "daaru mall", the red-and-white themed liquor shop invites women customers get a literal red carpet welcome, and as she decides what to buy from among vodka, wine, whiskey, rum or other libations, she can rest on a couch and pore through the magazines placed nearby.There is, of course, another section in the store that caters to men.
"Even though Delhi is becoming more liberal in these matters, women still have apprehensions when it comes to going a liquor store to get a bottle," says Rohit Arora, owner of the store. "An exclusive section gives them the space to explore the options more freely. That was the idea behind opening this store."
The outlet, which started business in October last year, has started to attract customers not just from east Delhi but from central Delhi and Noida as well. "Our regular customers say that they have found a place where they can choose their brands, lounge or read magazines and get to know more about spirits. We also allow couples inside the store," says Arora.
"We get 10 to 15 customers a day, but this can go up to 100 during weekends," adds Arora. Most of the customers are in the 25-40 age group. Arora says that it's too early to say whether the venture has been profitable venture but plans to open another similar outlet in west Delhi in the next few months.
The store has a sole woman staffer who helps the customers in choosing their spirits. "Initially it felt awkward to work in a liquor store," concedes Bina Sharma, 28. "In any other circumstance, my family would have objected to it. But because it is a women-only store, my family does not have any apprehensions. My husband is now supportive of my work."
The concept of a gender-specific liquor vend is perceived differently by different customers. "This is a good concept," says Anamika Gupta (name changed) who works as a marketing professional. "I have never gone to the regular liquor store on my own because it's too risky for a woman to do so. If more such stores opening, women will be able to buy liquor on their own, making them feel independent."
But there are others too, like Arushi Singh, an ex-media professional, who think the real solution is to make the existing liquor stores women-friendly. "I am comfortable going to any liquor store be it on the roadside or in a mall," she says. "It's only a matter of confidence. They should make the 'thekas' more women-friendly with proper security mechanisms and staff sensitization rather than come up with concepts like women-only outlets." Well, they can debate that over a glass of vodka.