Author Archives: Janhavi Panani

Section 49 of Maharashtra Prohibition Act Invoked, Questions Locus Standi of ISWAI

• Government defends ‘Maharashtra Made Liquor’ (MML) policy citing increase in revenue by 17%

• On December 16, United Spirits Limited applies for new label license – McDowell’s Century Blended Whisky,under MML category

• 64% of the total liquor manufactured in 2024–25 is from nine potable liquor license (PLL) holders

• MML necessary to revive struggling domestic license holders, government contention

The Government of Maharashtra, on December 16, defended in the Bombay High Court its newly introduced Maharashtra Made Liquor (MML)’ policy, stating that it had led to a nearly 17 per cent increase in the excise revenue. The government informed the Court that it had invoked Section 49 of the Maharashtra Prohibition Act, which gives it ‘exclusive privilege on trade in excisable articles’, thus questioning the locus standi of the International Spirits and Wine Association of India (ISWAI) which has filed the petition challenging the MML policy.

The next hearing is on December 23.

The government made the submission in response to thepetition of ISWAI which represents several companies including global giants such as Pernod Ricard, Diageo and Bacardi.

The State Government took shelter under Section 49 of the Maharashtra Prohibition Act to argue that trade in excisable articles remains the exclusive privilege of the government, which may be conferred only upon license-holders for consideration.

While acknowledging that one ISWAI member, Pernod Ricard India, holds two potable liquor licenses (PLL), in Nashik and Kolhapur, the government affidavit said that most other members do not operate manufacturing units in Maharashtra.The State questioned ISWAI’s locus standi to challenge the policy, pointing out that ISWAI does not hold any potable liquor license.

“The State government has not imparted this privilege to ISWAI, it does not hold the right to bring an action against the policy decision on behalf of the alleged members of the association.”

Excise Revenues Surge

The Government representatives also made out a case of how excise revenue had surged post introduction of the policy. The excise collections between July and November 2025 rose from ₹9,665.64 crore in 2024–25 to ₹11,299.40 crore in 2025–26, it mentioned.

This growth contrasts with the average 12% rise recorded between April and June 2025, before duty revisions and the rollout of MML. “This shows positive growth after introduction of new policy,” the government said. The government further argued that the policy was aimed at addressing an uneven competitive landscape, promoting local liquor manufacturers and reviving idle capacities in domestic distilleries.

The government said that about 64% of the total liquor manufactured in 2024–25 came from nine potable liquor license (PLL) holders, many linked to ISWAI members or their subsidiaries. The State argued that these figures justified creation of the MML category and a reserved, incentive-based policy was necessary to revive struggling domestic license holders.

ISWAI had challenged the policy as arbitrary and discriminatory, arguing that it violates Article 14 of the Constitution by creating “a preferential class” of PLL holders who alone may manufacture MML, while excluding similarly placed licensees, including its members.

ISWAI argued that this criteria defeats the purported objectives of employment generation, investment promotion, full-capacity utilisation of distilleries and enhancement of excise revenue. It added that the same policy goals could be achieved by allowing all PLL holders to produce MML rather than reserving lower taxes and a price brand for a narrow class of locally structured licensees.

Even while, the Court is hearing the case, United Spirits Limited with unit in Chikhalthana in Aurangabad taluk has applied under MML category a label by name ‘McDowell’s Century Blended Whisky to be sold exclusively in Maharashtra.

Court Directs Department to Open Portal for Label Registration

On November 24, the Court had allowed the State and other stakeholders to go ahead with preparatory steps for execution of the policy decision, but clarified that the same will be without prejudice to the outcome of the case.

The Court had directed the Government representatives to open the portal for any alcobev player from within the state. However, till December 9, the excise department had not facilitated that process, forcing the Court to take notice of that and cautioning the government. A two-judge bench headed by Senior Judge Revathi Mohite Dere asked why the excise department had not followed the court directive and cautioned the government that it would take serious notice of the lapse.

Department Holds Right to Accept or Reject Application

Sources in the Excise Department clarified that the portal is open for anyone to file an application for registering their labels, but it is the department’s prerogative to accept or reject the application.

MML Category Doing Well

As of now, reports from the ground indicate that the products launched under the MML category are doing ‘extremely well’ with product quality being good. Some of the MML players or the consultants who are guiding them come with enormous experience in the liquor industry, either having worked in major companies or having bottling plants or ethanol units. Some of them also own retail shops across Maharashtra where they can give good shelf position for their products.

The ISWAI source said that many of the players were ‘commodity players’ and not ‘brand players’ and they would flood the market having a good lead over the establishedcompanies. The source acknowledged that the MML players had drafted consultants who have had strong background in the liquor business and are helping the licensees to set up the businesses, thus giving ‘undue advantage’ to them.

In mid-2025, the Maharashtra government introduced policy changes to incentivise local investment. It brought in the MML category, to include grain-based spirits produced exclusively by local manufacturers. The tax rate for MML is 270 per cent with zero foreign investment/ownership. The government believes that this will spur the local industry.

ISWAI then filed a lawsuit against the Maharashtra government, challenging the sharp hike in excise duty on premium affordable liquor brands and also for exclusion of brands of major players such as Diageo India and Pernod Ricard India from the newly-created lower tax category of MML.

The court also asked the government lawyer why the report of the Varsha Nair Committee was not submitted earlier on MML. The report highlights certain salient points to encourage those distilleries which are closed or underutilised in Maharashtra to produce cheap liquor. The report added that this would generate additional revenue to the excisedepartment as well as generate employment provided it is made in Maharashtra for distribution in Maharashtra. It also prescribes certain minimum shareholding pattern for owners.

Eleven Licenses Approved, Several in the Pipeline

So far, the department has approved eleven MML licenses and many more are pending. Companies, both International and nation, are keen on jumping on to this MML bandwagon to produce economy liquor priced between Rs.160 and Rs.205 for the Maharashtra consumers even while their focus is on premium brands. These companies could launch similar products in this price range with some brand extensions and so on.

The Government is represented by Advocate General Milind Sathe with government pleader Neha Bhide and additional government pleaders Shruti Vyas and GR Raghuwanshi.ISWAI is represented by senior advocate Rohan Shah and advocates Darshan Bora, Chirag Shetty, Anchal Mundada, Kanika Birje, Surabhi Prabhudesai, and Vidhi Shah.

Trilok Desai / R.Chandrakanth

Ambrosia

India’s Oldest Single Malt Maker Launches Mahura Cask Finish Whisky: Madhuca – The Heritage Editions

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Crazy Cock Indian Single Malt Whisky has launched Madhuca – The Heritage Editions, a new range finished in Mahura casks. The whiskies are produced at South Seas Distilleries in Dahanu, Maharashtra.

The range uses oak casks that were previously seasoned with Mahua flower spirit. This finishing method introduces flavours derived from Mahua, a flower traditionally used in distillation across parts of India. South Seas Distilleries has produced Mahua flower spirit commercially and applies it here to season casks used for whisky maturation.

South Seas Distilleries has been operational for over a century and has worked with malt whisky for several decades. The distillery uses copper pot stills and matures whisky in tropical conditions, which influence ageing and flavour development. The Madhuca expressions were developed through controlled cask selection and finishing at the distillery.

Madhuca – The Heritage Editions consists of three expressions, each matured in oak casks and finished in Mahura-seasoned barrels. The whiskies share a profile shaped by floral notes, moderate sweetness and spice, with individual variations between expressions. The range is intended for both neat consumption and cocktail use.

The bottle design uses saffron, blue and green colour elements referencing the Indian flag. In addition to the whisky range, a limited release of matured Mahua spirit has been issued, restricted to 102 bottles and priced at ₹1,02,000.

The Madhuca range will be available through select five-star hotels, premium clubs, duty-free outlets and retailers in Mumbai, Gurgaon, Bengaluru and Goa. Madhuca I will be sold exclusively via duty-free. Madhuca II is priced between ₹4,750 and ₹4,850, while Madhuca III is priced between ₹3,590 and ₹3,680.

KOMOS Tequila Expands to Mumbai

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KOMOS, an expression of artisanal tequila, has recently arrived in Mumbai following successful launches across Delhi, Haryana, and Goa. Blending the deep-rooted heritage of Mexican tequila-making with the sophistication of European winemaking, KOMOS is a celebration of luxury, culture, and craftsmanship.

Using traditional tequila-making techniques, the spirit is aged in French oak barrels and presented in hand-crafted ceramic decanters that are also collectible. The result is a tequila that is bold yet balanced, refined yet expressive. From the crystalline elegance of the Añejo Cristalino to the rosé-hued charm of the Reposado Rosa, the rich depth of the Añejo Reserva, and the extraordinary Extra Añejo—the first and only tequila to receive a perfect 100-point score from The Tasting Panel Magazine, KOMOS redefines what tequila can be.

KOMOS hosted an exclusive launch party at Bar Paradox, Mumbai, where the city’s most discerning tastemakers and high net worth individuals came together for an evening of immersive tasting. The evening featured curated KOMOS cocktails.

Prasun Chawla, Founder of Chason Beverages, said, “KOMOS represents a new frontier of luxury spirits in India. Bombay has long been a hub for elevated taste, and we’re excited to introduce a tequila that speaks to its refined energy and appreciation for craft.”

Ankur Chawla, Brand Manager of KOMOS, added, “Our success in Delhi, Goa, and Gurgaon has laid the foundation for this moment. Bombay is a natural next step. The city’s enthusiasm for premium spirits and curated experiences makes it an ideal home for KOMOS.”

KOMOS is now available at select premium retail outlets in Mumbai, including Variety Wine in

Juhu, Baba Wines in Matunga, World of Wines, Colaba and the Hops Cork chain of liquor

Stores. As KOMOS enters Bombay’s elite nightlife and hospitality circuit, it will do so with thoughtfully curated events, tasting rituals, and intimate gatherings, inviting the city’s connoisseurs to savour tequila.

Teacher’s Reserve Wins Silver for Taste at the World Whiskies Awards 2026

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Teacher’s Reserve has earned Silver in the Blended Whisky (Taste) category at the World Whiskies Awards 2026. The global recognition places Teacher’s Reserve alongside the finest blended expressions in the world, spotlighting its fully peated Ardmore backbone, 12-year maturation, and distinctive finish across American, European and ex-Islay casks.

With its warm smokiness, honeyed malt richness and layered fruit-spice complexity, Teacher’s Reserve continues to appeal strongly to Indian consumers seeking depth, character and modern craftsmanship in their winter drams. The award underscores the brand’s legacy of conviction and quality and marks a proud moment for the Teacher’s portfolio in India.

“Teacher’s Reserve winning this prestigious accolade is a strong validation of the depth, craft and character we set out to deliver with this expression. It reflects our commitment to creating whiskies that resonate with today’s Indian consumer—bold, well-made and uncompromising in flavour. We’re proud to see Teacher’s Reserve recognised on a global stage” said Prithvi Handa, Category Head – Scotches and Malts, Suntory Global Spirits.

Teacher’s Reserve is currently available in Delhi, Maharashtra, Rajasthan, Goa, Karnataka and Telangana.

Dune Ethanol Plant, Farmers Protest Environmental Concerns

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Several plants have been shut earlier in other States
May spread to other States, if compliances are not met
Effluent Treatment Plants must

The proposed Dune Ethanol Private Limited plant in Hanumangarh district, Rajasthan, has emerged as one of the most contentious rural industrial projects in the state. It has triggered sustained farmer protests that recently escalated into violent clashes with police. According to reports, over 50 people, including women, were injured in the clashes on December 10.

The agitation has acquired a sharp political edge, given that the project was approved during the previous Congress government led by Chief Minister Ashok Gehlot, even as the Congress party is now at the forefront of protests against the same facility.

The Dune Ethanol project, located near Rathi Kheda village in the Tibbi area of Hanumangarh, is a large grain-based ethanol manufacturing unit with co-generation capacity, aligned with the Centre’s Ethanol Blended Petrol (EBP) programme. The company acquired land for the project around 2020 and subsequently received statutory clearances, including environmental approvals, during the Gehlot-led Congress government’s tenure. The project is estimated to cost Rs. 450 crores and the Directors are Robin Jindal and Jatinder Arora. At the time, the project was positioned as part of Rajasthan’s industrial and renewable-energy push, promising investment, employment and alignment with national biofuel targets.

Water Scarcity

However, opposition from local farmers and villagers began to gather momentum from early 2024, with concerns centred on groundwater depletion, environmental pollution and long-term impact on agriculture in an already water-stressed region. Hanumangarh lies in an arid belt where irrigation and drinking water availability remain politically and socially sensitive issues. Protestors argue that ethanol production is highly water-intensive and fear that the plant could consume large volumes of fresh groundwater, undermining farm livelihoods and future water security.

For over a year, the agitation remained largely peaceful, with sit-ins, rallies and repeated memoranda to district authorities. Farmers organised under local platforms such as the ‘Ethanol Factory Hatao Sangharsh Samiti’, while broader farmer unions extended support as the movement grew. The turning point came in mid-2025, when construction activity at the site accelerated, including the erection of boundary walls and deployment of additional security.

Tensions peaked in December 2025 during a Mahapanchayat in Tibbi, when thousands of farmers attempted to march to the factory site. Protesters broke through barricades, entered the premises and damaged property, including administrative buildings and vehicles. The situation spiralled into violence, prompting police action that included tear gas and baton charges. Several people, including policemen and protestors, were injured, and mobile internet services were suspended in parts of the district as a precautionary measure. Section 144 was imposed to prevent further gatherings. The political dimension of the protest sharpened when Congress leaders and MLAs joined the agitation, criticising the BJP-led state government for what they described as police excesses and insensitivity to farmers’ concerns. Several Congress functionaries were detained while attempting to reach protest sites. The BJP government, in response, has pointed out that all major approvals for the ethanol plant were granted under the previous Congress regime, accusing the opposition of political opportunism. Congress leaders, meanwhile, have argued that local opposition and environmental realities warrant a re-examination of the project, regardless of when approvals were issued.

At the core of the farmers’ resistance are three principal concerns. First is water usage, with protestors claiming the plant could consume millions of litres of water daily, aggravating scarcity in the region. Second is the fear of environmental contamination, including discharge and waste management risks that could affect soil fertility and groundwater quality. Third is the perceived threat to agricultural land and livelihoods, with villagers wary of creeping industrialisation in a predominantly agrarian belt.

Company Claims it is Complying with Environmental Norms

Dune Ethanol and district authorities maintain that the project complies with all environmental and regulatory norms and that ethanol production is a national priority to reduce fuel imports and emissions. They also argue that the plant will create local employment and stimulate economic activity. However, farmer groups remain unconvinced and are demanding either cancellation of the project or a fresh environmental assessment with explicit local consent.

With another large Maha Panchayat planned and farmer unions from neighbouring Punjab and Haryana signalling support, the situation remains fluid. The Dune Ethanol controversy has thus become more than a local land dispute, evolving into a test case for how industrial policy, environmental governance and rural consent intersect, and exposing the political contradictions that arise when projects approved by one government become flashpoints under another.

Ethanol Plants Face Shutdowns Across States Over Pollution

Several ethanol and distillery units across India have faced shutdowns, suspensions and regulatory action over the past few years as pollution concerns, particularly untreated effluent discharge and groundwater contamination, trigger protests and intervention by pollution control authorities.

In Uttar Pradesh, the country’s largest producer of molasses-based ethanol, multiple distilleries have been pulled up by the Uttar Pradesh Pollution Control Board (UPPCB) for violating effluent discharge norms. Units in districts such as Pilibhit, Bareilly and Shahjahanpur have faced temporary closures after farmers complained that untreated distillery waste was contaminating agricultural land and water bodies. In several cases, authorities ordered shutdowns until effluent treatment plants (ETPs) were upgraded or made operational, citing high biochemical oxygen demand (BOD) levels in discharged wastewater.

Punjab has also witnessed strong action against ethanol facilities. The high-profile closure of a grain-based ethanol plant in Zira followed sustained farmer protests alleging air and water pollution. The Punjab Pollution Control Board eventually ordered the plant to shut after inspections flagged violations, including improper handling of effluent and emissions. The episode has become a reference point for similar protests in other states.

In Andhra Pradesh, proposed and operational ethanol projects in districts such as East Godavari have drawn objections from local communities and civil society groups, leading to construction halts and demands for stricter environmental scrutiny. Activists have warned that inadequate effluent management could irreversibly damage fertile agricultural belts and water sources.

Experts note that ethanol plants generate high-strength wastewater with heavy organic loads, making them among the most polluting industrial units if not managed properly. While regulations mandate ETPs and, increasingly, Zero Liquid Discharge (ZLD) systems, enforcement remains uneven.

As India pushes aggressively towards its ethanol blending targets, regulators face growing pressure to ensure that capacity expansion does not come at the cost of water security, farmland and public health.

Trilok Desai / R. Chandrakanth

Ambrosia

AB InBev and International Cricket Council Sign Global Partnership

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AB InBev and the International Cricket Council (ICC) have signed a global partnership. Starting in 2026, AB InBev will be the Official Beer Partner for all major ICC tournaments. The partnership will be led by Budweiser 0.0, Budweiser’s no-alcohol beer in India, with other ABI mega brands activating in Europe and Africa.

From attending a match live in-stadium to watching one at a bar or pub with friends, with a lower alcohol-by-volume (ABV) and no-alcohol options like Budweiser 0.0, beer is the natural choice to enjoy responsibly. Through this partnership with the ICC, AB InBev will create more moments of cheers, choice and celebration for cricket fans of legal drinking age all over the world.

Cricket is one of the world’s most loved sports with more than two billion fans and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom,” said Sanjog Gupta, CEO of the ICC. “This partnership is a natural alliance between organisations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement. We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world. We look forward to working together to create unforgettable match-day experiences and amplify the exuberance of cricket in countries all around the world.”

The partnership between the ICC and AB InBev reinforces how beer and sports are better together by offering consumers of legal drinking age more balanced choices for more occasions.

“Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. “Beer is the beverage for socialisation and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”

The partnership includes all major ICC men’s and women’s events through 2027 including the ICC Men’s T20 World Cup 2026 in India & Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.

TIGERFIRE Vodka Debuts in India

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Positions Itself as a Founder-Led Super-Premium Label
Roll out across Maharashtra, Goa, Hyderabad, and NCR initially and national market

India’s premium spirits segment has a new entrant with the launch of TIGERFIRE Vodka, a French-crafted, super-premium brand co-created by actor Sanjay Dutt and entrepreneur Paresh Ghelani. After establishing a presence in the United States across premium retail and on-premise channels, the brand is now making its India debut with a strong focus on craftsmanship, design and founder-led authenticity.

Unlike celebrity endorsement-driven labels, TIGERFIRE is positioned as a brand built directly by its founders. Dutt spent four years working with master distillers in France to shape the liquid profile, which he describes as an expression of personal resilience and reinvention.

“TIGERFIRE is not a product, it is a piece of my story,” Dutt said. “It reflects the fire that has defined my journey and the belief that no matter how hard life hits, you never give in.”

Ghelani, who has led the brand’s strategic foundation and long-term planning, said India’s emerging consumer base is ready for spirits with global quality and a strong sense of purpose. “India’s new consumer is sophisticated, globally aware, and values authenticity. TIGERFIRE was built for that audience — crafted with precision and designed to endure.”

The brand’s core philosophy, “Never Give In,” draws on themes of grit, inner strength and second chances. Its design language is similarly rooted in storytelling. Led by global brand strategist Jason DeLand, the bottle went through two years of prototyping and features black-and-rose-gold detailing, intricate filigree inspired by Indian artistry and a distinctive mark of tiger eyes modeled on Dutt’s own.

Produced in France using 100% French winter pastry wheat, naturally limestone-filtered groundwater, triple distillation, triple charcoal filtration and micro-oxygenation, the vodka carries a 95/100 rating from the Beverage Testing Institute. TIGERFIRE is positioned as an artisan, character-driven spirit with a peppery warmth, silky texture and subtle smoky finish.

The brand is targeting the premium and lifestyle-driven vodka consumer, with a design and identity built around bold minimalism and a masculine, black-led aesthetic. TIGERFIRE will first roll out in Maharashtra, Goa, Hyderabad and the National Capital Region, followed by expansion into other Indian markets and select international duty-free locations.

With the launch, Dutt and Ghelani aim to build TIGERFIRE as a long-term global platform anchored in resilience and craftsmanship, rather than a momentary celebrity-led offering.

Indri Single Malt Unveils Mumbai City Series Duty-Free Exclusive

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Indri Single Malt Indian Whisky has expanded its City Series with a new limited-edition expression crafted exclusively for Ospree Duty Free – Mumbai: The Hand-Selected Red Wine Cask. With this release, Indri continues to redefine how India’s cultural stories—its cities, its people, its spirit—can be captured through world-class single malt craftsmanship. Each bottle is a tribute to the soul of its city, shaped by distinctive character, complexity and emotion. Available exclusively through travel retail, this edition offers global travelers a unique expression created solely for Mumbai Duty Free. It is priced at USD120.

Indri City Series – Duty Free, Mumbai:

This Red Wine Cask single malt, bottled at 48% ABV, reflects the city’s unforgettable vibrancy. From the ocean breeze along Marine Drive to the golden silhouette of the Gateway of India, this edition channels Mumbai’s cinematic charm and unstoppable energy. Intricate artwork inspired by the city’s iconic landmarks complements a whisky rich in depth, texture, and fruity opulence—an immersive sensory ode to a city that never slows down and never stops dreaming.

Madhu Kanna, Head – International Business, Piccadily Distilleries, said, “With Indri City Series, we are not just crafting limited-edition whiskies—we are bottling the heartbeat of India’s most iconic cities. The new duty-free exclusive for Mumbai reflects our ambition to take Indian single malt to new creative and cultural heights. Each expression is a story, a memory, a moment of the city itself. We’re proud to continue leading India’s whisky renaissance with innovation rooted in authenticity and world-class craftsmanship.”

Tasting Notes

Nose: Mixed sweet fruit jam with raspberry highlights, tropical pineapple, floral notes, caramel, chocolate, and delicate toffee.
Palate: Full-bodied and expressive, with candied sweetness, Christmas cake richness, dried fruits, fig, and gently warming spice. Balanced oak and vanilla add structure.
Finish: Smooth, bold, and lingering with layered complexity.

Bombay High Court Directs Maharashtra to Open Portal for Label Registration

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The Bombay High Court has directed the Government of Maharashtra to open the excise department portal for online registration of labels for all alcobev companies, a request filed by the advocates representing the International Spirits and Wines Association of India (ISWAI). This is a temporary directive, pending the hearing of the case filed by ISWAI against the State Government. The next hearing of the case is on December 16. ISWAI went to court, seeking, among other issues, a level playing field in the manufacture of ‘Maharashtra Made Liquor’ (MML).
The Court on November 24 had directed the Government representatives to open the portal for any alcobev player from within the state. However, till December 9, the excise department had not facilitated that process, forcing the Court to take notice of that and cautioning the government. A two-judge bench headed by Senior Judge Revathi Mohite Dere asked why the excise department had not followed the court directive and cautioned the government that it would take serious notice of the lapse.Sources in the Excise Department clarified that the portal is open for anyone to file an application for registering their labels, but it is the department’s prerogative to accept or reject the application.
Only the application for label registration will be accepted once the applicant fits in into the Guideline criteria set by the government. As of now 13 manufacturers are eligible and got the permission to produce MML.

The ISWAI contention has been that the process for companies to get their labels registered is time-consuming, not less than 45 days, and with the court case going on there would be further delay. This, the ISWAI source mentioned would give undue advantage to the eight players who have been granted licenses to set up MML units. They are already marketing MML in the price band of Rs. 160 and Rs. 205 where brand really does not matter to a particular segment of consumers.
As of now, reports from the ground indicate that the products launched under the MML category are doing ‘extremely well’ with product quality being good. Some of the MML players or the consultants who are guiding them come with enormous experience in the liquor industry, either having worked in major companies or having bottling plants or ethanol units. Some of them also own retail shops across Maharashtra where they can give good shelf position for their products.
The ISWAI source said that many of the players were ‘commodity players’ and not ‘brand players’ and they would flood the market having a good lead over the established companies. The source acknowledged that the MML players had drafted consultants who have had strong background in the liquor business and are helping the licensees to set up the businesses, thus giving ‘undue advantage’ to them.
ISWAI went to the court stating that some domestic and international players were producing brands in Maharashtra and selling exclusively in the state and hence should be considered a local player, a criteria to get MML license.
In mid-2025, the Maharashtra government introduced policy changes to incentivise local investment. It brought in the MML category, to include grain-based spirits produced exclusively by local manufacturers. The tax rate for MML is 270 per cent with zero foreign investment/ownership. The government believes that this will spur the local industry.
ISWAI then filed a lawsuit against the Maharashtra government, challenging the sharp hike in excise duty on premium affordable liquor brands and also for exclusion of brands of major players such as Diageo India and Pernod Ricard India from the newly-created lower tax category of MML. ISWAI is represented by Darius Khambatta and Rohan Shah.
The court also asked the government lawyer why the report of the Varsha Nair Committee was not submitted earlier on MML. The report highlights certain salient points to encourage those distilleries which are closed or underutilised in Maharashtra to produce cheap liquor. The report added that this would generate additional revenue to the excise department as well as generate employment provided it is made in Maharashtra for distribution in Maharashtra. It also prescribes certain minimum shareholding pattern for owners.

So far, the department has approved 13 licenses and many more are pending. Companies like Radico Khaitan; Diageo India; Pernod Ricard India and some more are keen on jumping on to this bandwagon to produce economy liquor priced between Rs.160 and Rs.205 for the Maharashtra consumers even while their focus is on premium brands. These companies could launch similar products in this price range with some brand extensions and so on.
The State government is insisting that the policy changes will fetch in more revenue, encourage local industry and create new jobs. MML category is expected to fetch additional excise revenue of Rs. 3,000 crores.

From Jalisco to India: The Loca Loka Story

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Built on craft, culture, and collaboration, Loca Loka unites two vibrant worlds through a tequila that speaks to modern India’s global palate.

When three creative minds from business, cinema, and music came together, few expected tequila to take on such character. Within a year of its launch, Loca Loka, the premium tequila brand founded by Sree Harsha Vadlamudi, Rana Daggubati, and Anirudh Ravichander, has become a name that resonates across global bars, airports, and among discerning drinkers.

Born from highland agave in Jalisco and bottled with Indian finesse, the label’s Blanco and Reposado variants have earned medals at international competitions, including Gold at the San Francisco World Spirits Competition. For its founders, recognition affirms their pursuit of a spirit built with purpose. Vadlamudi calls Loca Loka “a bridge between craftsmanship and culture,” defining the brand as tequila that honours Mexican roots and carries an Indian cadence through its tone, colour, and personality.

The Origin of an Idea

The story began in 2024 when Vadlamudi, already known for ventures such as Ironhill India and PR Infra, noticed a shift in consumer behaviour. “Travellers were leading the change,” he recalls. “They evaluated brands through provenance, design, and story.”

Loca Loka entered through duty-free stores at Hyderabad and Delhi airports, where travellers’ behaviour revealed India’s readiness for agave-based spirits. “Duty-free gave us our first real insight,” he says. “Consumers had already experienced tequila abroad and were waiting for a credible brand to bring it home.”

That discovery shaped the rollout plan across Indian metros, beginning with Delhi and Mumbai. The company aims to capture meaningful market share within its first year, building a category that had long remained underexplored.

Building a New Tequila Culture

Tequila’s profile in India is evolving rapidly. The category recorded 26% growth in 2025, fuelled by curiosity, premium drinking habits, and the rise of cocktail culture. Vadlamudi views this moment as an opportunity to introduce tequila through education and craftsmanship. “India had limited awareness of terroir, ageing, and agave quality,” he says. “We wanted to change that.”

Production remains anchored in Jalisco under León Bañuelos Ramírez, whose distillery creates additive-free spirits from slow-cooked agave using techniques refined through generations. “When we met León, we found the balance we were seeking: purity, texture, and precision,” says Vadlamudi.

The result is a tequila admired by bartenders for its clarity and structure. During blind tastings, professionals described it as clean, expressive, and versatile. The Blanco works beautifully in citrus-forward cocktails, while the Reposado enriches spirit-driven serves.

“Bartenders are our first ambassadors,” Vadlamudi notes. “When they ask for Loca Loka by name, it signals belonging.”

Design, Story, and Soul

The founders’ diverse backgrounds shape every element of the brand. The bottle carries sleek shoulders, contemporary typography, and colours inspired by desert sands and Indian warmth. The name merges Loca—Spanish for ‘crazy’—and Loka—Sanskrit for ‘world’—capturing a sense of creative energy and cultural connection.

Daggubati brings narrative instinct from cinema, Ravichander lends rhythm and a grasp of cultural pulse, and Vadlamudi contributes scale and structure. Their combined sensibilities give the brand both artistic and operational depth.

Loca Loka’s presence extends beyond bottle shelves. The brand curates tastings, pop-ups, and design-led experiences with hotels and restaurants that shape India’s premium drinking scene. “We aim to create moments that feel alive and personal,” Vadlamudi says. “Every interaction should carry the same care that goes into the liquid.”

Expansion with Intention

The company secured $12.5 million from a Singapore-based family office to strengthen production, distribution, and market presence in India, the UK, and the Philippines. “Our capital philosophy is to invest where value endures,” Vadlamudi explains. “We prioritise excellence in product, accuracy in logistics, and storytelling that holds meaning.”

The India rollout focusses on premium bars, hotels, and tasting programmes, with airports continuing as key discovery points. Cities such as Bengaluru, Chennai, Goa, and Hyderabad are next in line. “Our measure of success lies in advocacy and repeat orders,” he adds. “When bartenders and consumers return to us naturally, the brand grows with authenticity.”

Globally, Loca Loka is expanding from 15 to 25 states in the United States, while preparing to enter Europe, the Middle East, and select Asian markets. The Añejo variant will soon join the portfolio, followed by limited editions celebrating Indian and Mexican craft traditions.

Sustainability as a Standard

Responsible sourcing guides Loca Loka’s production ethos. Mexican partners practise mature-harvest cycles, water-efficient cultivation, and soil-friendly farming. “Sustainability begins with agave,” Vadlamudi says. “Without healthy farms, there is no tequila.”

The company extends this principle to packaging and logistics designed for long-term resilience. Its environmental discipline forms part of everyday operations rather than a marketing statement, ensuring continuity for generations of growers and consumers alike.