Cheap liquor from neighbouring states hits sales of Jharkhand traders

Ranchi: Liquor sold at lower prices in neighbouring states is increasingly worrying Jharkhand’s alcohol traders.

According to Subodh Kumar Jaiswal, general secretary of Jharkhand Liquor Traders’ Association, even though the state government claims to offer lower prices under its new policy, most high-consumption brands remain cheaper across the border in West Bengal and Uttar Pradesh. Areas like Garhwa near UP and Jamtara, Dumka, and Pakur near West Bengal are particularly affected. Even the capital city, Ranchi, is facing challenges as cheaper liquor from West Bengal, accessible via Purulia, is impacting local sales.

Traders note that while a brand priced at ?4,500 earlier is now available at ?3,600 in Jharkhand, the same costs just ?2,150 in Uttar Pradesh. Beer and foreign liquor are also more expensive in Jharkhand, with some brands priced ?20, ?40, or even ?150 higher than neighboring states. For instance, a foreign liquor costing ?1,200 in Jharkhand sells for ?1,080 in West Bengal.

Traders claim that the excise department lacks sufficient manpower to stop illegal liquor inflow from neighboring states, making it difficult to curb cross-border consumption. Meanwhile, the department has increased its revenue target from ₹3,600 crore to ₹4,000 crore, to be achieved in just seven months. Traders warn that unless illegal inflow is controlled, meeting this target will be a serious challenge, and the department may face significant difficulties in the coming year despite its claims of strict shop monitoring.

The Liquor Traders’ Association expressed little optimism even with New Year celebrations approaching, a period usually marked by high liquor sales. Attempts to reach excise department officials for comment were unsuccessful.