Delhi’s new excise policy: Liquor prices fall due to heavy discounts by retailers
By Sanjay Maurya
Following the adoption of the new liquor policy, liquor sellers in the national capital are providing discounts of 30-40% on Indian and international brands. According to reports, liquor vendors have implemented a competitive pricing model which was not possible under the previous excise regime.
Retailers have now slashed rates lower than in Noida and Gurugram. A bottle of Chivas Regal (12 years) costs INR 1,890 in Delhi, but the same bottle costs INR 2,150 in Gurugram, with a discount of INR 150 per bottle if three bottles are purchased. Chivas Regal has an MRP of INR 2,920 in Delhi.
Delhi’s new excise policy:
Following the introduction of the new policy, the city’s liquor industry was given over to private players, who may now open 849 vends in 32 zones with an area of at least 500 square metres. The Delhi government has now established a maximum retail price for each liquor brand and its manufacturer, and dealers may charge whatever they like within that MRP, but not more.
Whisky Theka, managed by JSN Infratech LLP, is selling a bottle of Jack Daniels for INR 1,885, which has an MRP of INR 2,730. The MRP of Glenlivet (18 years old batch reserve) (7000 ml) has been reduced to INR 5,115, while Absolut Vodka (MRP of INR 1,520) has been reduced to INR 995.
Alco Mart and Nova Garments, for example, are apparently providing a 35 percent discount on their stock. The MRP of Johnnie Walker Black Label is INR 2,980, but you can get it for INR 1,935, Jack Daniel’s is INR 1,775, Bombay Sapphire Gin is INR 1,330, and Absolut Vodka is INR 985. In November of last year, Delhi’s new excise policy went into effect. According to reports, a total of 552 liquor shops have opened in the national capital, out of a total of 849 licenced vends, as of January 28.
According to reports, well-known retailers such as Alco Mart and Nova Garments are providing a 35 percent discount on their stock. At least 27 of these stores may be found in various regions of Delhi. The liquor sector has been handed over to private players under the new excise regime established in Delhi.
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