Guwahati: The Assam government under Chief Minister Himanta Biswa Sarma is aiming to boost excise revenue from alcohol sales through a two-pronged approach.
Firstly, the government has raised liquor prices twice in just eight months. This aims to achieve a revenue target of Rs 4,500 crore.
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Secondly, the excise department is setting specific sales targets for existing liquor shops, particularly in Guwahati. This follows the recent licensing of 203 new shops across 26 districts of Assam.
Despite the new licenses, the immediate focus seems to be on maximizing sales from Guwahati’s existing 1,707 wine shops, 923 bars, and 373 indigenous liquor shops.
The department has mandated a quota of 4,500 liters of foreign liquor and 3,310 liters of beer per month for each Guwahati wine shop.
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Whether these targets are achievable is uncertain. Consumer demand, overall liquor pricing, and competition from other establishments selling alcohol all play a role. Local shopkeepers face challenges in meeting these quotas, requiring careful consideration of customer preferences, stock management, and pricing strategies.
Public Backlash: Social media users have criticized the government’s approach. Many question the ethics of setting such sales targets, fearing pressure on people to consume more alcohol. Others highlight potential public health issues and social problems associated with increased alcohol consumption. They urge the government to prioritize public well-being over revenue generation.