Author Archives: Janhavi Panani

Paul John XO Launches Exclusive Gift with Purchase Packages

John Distilleries has launched a new Gift-With-Purchase campaign for its premium grape brandy, Paul John XO. The campaign is designed to reward discerning spirit enthusiasts with a unique opportunity to explore India’s exceptional answer to Cognac and Armagnac.

Paul John XO is crafted from Ugni Blanc and Bangalore Purple grapes, matured for over 10 years in medium-toasted new French Limousin oak barrels, and bottled at an ABV of 46%. It delivers sweetly honeyed aromas of fresh fig, apricot, strawberry, liquorice and orange zest, leading into a palate of cranberry, rum raisin and rich oak, culminating in a gloriously long finish layered with natural caramel.

Premium Festive Offering

Each exclusive package includes one bottle of Paul John XO accompanied by a branded clear balloon glass featuring the brand’s signature paisley design, rendered in elegant Indian blue, with a gold rim. The options have other intricate brand motifs from the main design of the elegant peacock and other design elements.

Tasting Experience

Paul John XO is a sensorial celebration from nose to finish.

Colour: Deep golden amber.

Nose: Sweetly honeyed aromas unfold with notes of fresh fig, apricot, strawberry liquorice, and orange zest, complemented by a subtle herbal lift that enhances the gentle butterscotch.

Palate: A delightful burst of sweet cranberry and succulent rum raisin, beautifully balanced with layered, complex flavours that reflect Paul John’s meticulous cask craftsmanship.

Finish: Long, elegant, and intricately textured, leaving behind expressive notes of sweet oak and natural caramel that linger with exceptional warmth.

World Class India 2026, bartending competition returns

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Bartending competition by Diageo India nurtures the rise of a new bartending generation
India, Nepal and Sri Lanka come together under one platform for the first time
11-city roadshow across India, Sri Lanka and Nepal sets out to find the next voice that will shape Indian mixology

There was a time when India’s cocktail culture was defined by a handful of bars, spirits, and bartenders who dared to push boundaries. Today, that world has changed dramatically. Over the last few years, World Class India has become the engine powering one of the country’s most exciting hospitality movements, shaping talent and transforming how India drinks. As the globally renowned bartending competition by Diageo heads into its 12th edition in 2026, it opens a new chapter for Indian bartending.

India’s cocktail landscape has shifted in remarkable ways. Bars across Mumbai, Delhi, Bengaluru, Goa, Kolkata, and beyond have moved from spaces of experimentation to full-fledged innovation labs. Storytelling, science, hospitality rituals, and guest experience now define the benchmarks of excellence. But the real story is in the programmes designed to support the bartenders who are rewriting what India’s cocktail future looks like.

How does World Class work?

World Class follows a multi-stage format designed to identify and elevate the country’s most promising bartenders. The journey begins with an online submission round in which bartenders share their cocktail concept, recipe, and inspiration. From these entries, the top 100 are selected to participate in regional challenges across key cities, where they are judged on flavour, technique, storytelling, and hospitality. The highest-scoring bartenders from each region advance to the national stage, where the top 16 compete in a series of themed rounds from speed and efficiency to flavour innovation and community-led concepts.

These challenges test not just skill but creativity and personal expression. Ultimately, three finalists emerge in the national showdown, where they present signature serves, complete experience-led challenges, and showcase their individual bartending philosophies. One winner is crowned World Class India Bartender of the Year and represents the country at the Global Finals in Dubai in September.

The 2026 roadshow is already underway, taking the programme directly to bars and communities across the region. In recent times the team has travelled through 11 cities, including Mumbai, Bengaluru, Delhi, Goa, Kolkata, Colombo, Kathmandu, Hyderabad, Pune, and Guwahati, engaging hundreds of bartenders in immersive workshops, flavour modules, and hands-on mixology sessions.

World Class India 2026 deepens this transformation with a comprehensive, year-long programme designed to help bartenders grow, experiment, and find their voice. Beginning with education, the team has introduced a ‘flavours module’ which breaks it down into science, memory, and emotion, encouraging bartenders to build cocktails from the palate up rather than relying on theatrics. It expands through community, past winners and alumni return as mentors, judges, and leaders—bringing global expertise back into India’s bar culture.

Aanchal Kaushal, VP, Customer Marketing, Diageo India, said, “Every city has revealed one thing—South Asia’s bartending culture is evolving at extraordinary speed, driven by talent that is hungry to learn, experiment, and push the boundaries of flavour and hospitality. From metropolitan bars to rising neighbourhood spaces, we are travelling across India, bringing training, mentorship, and experiences to find the next voice that will shape Indian mixology.”

Karan Tacker’s Goonda now in 750ml bottles

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Karan Tacker’s Goonda, India’s homegrown 100% agave spirit brands, is now available in 750 ml bottle. Building on the steady success of the 180 ml variant, the 750 ml format is available across Goa, Mumbai and Pune. The introduction of a larger format signals the brand’s move toward national scale and a stronger presence in the premium spirits segment in both on and off-premise.

Goonda estimates that the annual production capacity of agave spirit in India is approx. 3 to 4 lakh litres. Since its launch earlier this year, the brand has sold over 30,000 bottles across Maharashtra and Goa, and projects a scale-up in FY 26-27

Actor & Co-founder Tacker says, “This is the moment for Indian agave. We want to build a future where India is seen as a serious agave-producing region and not just an emerging curiosity. The 750 ml launch is a step toward a long-term vision in which Indian agave sits confidently on global shelves.”

1.7 lakh cases in 2025

The Indian agave industry is changing quickly, growing from about 38,000 cases before the pandemic to an estimated 1.7 lakh cases this year, with over 80% of the volume still coming from imports and leaving a major gap for quality homegrown brands. Consumer interest is rising as agave spirits are viewed as lighter, cleaner and lower in congeners and calories, which appeals strongly to today’s health-focused drinker and is driving double-digit category growth.

Co-founder Ashish Jasuja adds, “Goonda will scale across categories and states. We consider ourselves trailblazers in this space. Not only do we have a splendid Silver and Reposado, which every company offers, but we have redefined the agave world by venturing into flavoured 100% agave spirits. So, whether you want to shoot at a wedding party, pour it over ice on a sultry afternoon, or shake up a martini, our flavoured range covers every occasion.”

Diageo India Inaugurates Driver Sensitisation Tab Lab at RTO Vijayawada

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By 2030, Diageo India aims to drive awareness and change the attitudes of 1 million people towards drink driving

Diageo India (United Spirits Limited), in partnership with BharatCares and the Transport Department, Government of Andhra Pradesh has inaugurated a new Driver Sensitisation Tab Lab at the Regional Transport Office (RTO) in Vijayawada under its ‘Wrong Side of the Road’ (WSOTR) initiative.

The inauguration was presided over by Meera Prasad, Deputy Transport Commissioner (Road Safety), and this initiative is also supported by Manish Kumar Sinha, IPS, Transport Commissioner, Andhra Pradesh. This launch marks a significant milestone in Diageo India’s mission to promote road safety and responsible consumption. With this launch, WSOTR centres are now present across 4 RTOs in the state.

Aligned with Diageo India’s ‘Spirit of Progress’ ESG action plan, Wrong Side of the Road (WSOTR) is an education-led, behavioural change initiative that leverages digital tools to address drink driving. Delivered through immersive, tech-enabled modules, WSOTR engages drivers with real-life scenario simulations to highlight the consequences of unsafe driving. At the Tab Labs, a mandatory 45-minute module for all new driving license applicants features interactive video content and behavioural assessments designed to promote safe driving habits. By simulating real-life scenarios, the programme emphasises the importance of safety, making a tangible impact on driver behaviour and road safety. The new Tab Lab in Vijayawada is part of a growing network of 84 Labs across the country, reinforcing a nationwide commitment to road safety.

Meera Prasad said, “Road safety is a critical priority for the Government of Andhra Pradesh, and we remain committed to reducing accidents through sustained awareness and behavioural-change initiatives. The Driver Sensitisation Tab Lab inaugurated at RTO Vijayawada will strengthen our efforts by equipping new drivers with practical, simulation-based learning. We appreciate Diageo India and BharatCares for their partnership in advancing responsible driving and helping build safer roads for all.”

Devashish Dasgupta, Head of Corporate Relations, Diageo India, said, “As part of our Spirit of Progress ESG agenda, we encourage responsible consumption and have invested in multiple education programmes. With our partners at BharatCares and the support of the Government of Andhra Pradesh, we are scaling our WSOTR initiative to equip drivers with the knowledge and awareness they need to make responsible choices. Changing attitudes is key to addressing the issue. We are proud to have a Tab Lab across four RTOs in the State.”

Mayank Pathak, BharatCares said, “BharatCares is proud to partner with Diageo India on this transformative journey towards shaping positive behaviours and championing road safety. Our collaboration demonstrates the power of innovation, education, and technology in addressing critical societal challenges. Through initiatives like the Tab Lab, we are fostering a collective effort to build safer, more responsible communities.”

Inside Pernod Ricard India’s Bet on Repertoire Drinking

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Seagram’s Xclamat!on unites whisky, gin, vodka, rum, and brandy under one name, responding to a generation that values flexibility, quality, and continuity across occasions.

India’s premium spirits market has been changing in ways that are subtle yet consequential. The shift is visible less in headline numbers and more in how people drink. Younger urban consumers are increasingly comfortable moving across categories, assembling their preferences around setting, company, and mood. A whisky-led evening may give way to gin another night, vodka on a different occasion, with brand trust travelling across those choices. Pernod Ricard India’s introduction of Seagram’s Xclamat!on sits squarely within this behavioural turn.

Launched as a single brand spanning whisky, vodka, gin, rum, and brandy, Xclamat!on reflects an attempt to respond to how consumption now unfolds in practice. The idea grew out of sustained engagement with drinkers in the 26–35 age bracket, a segment that shows high openness to experimentation alongside a growing insistence on quality. Jean Touboul, CEO of Pernod Ricard India, has observed that this cohort seeks “choice beyond whisky, with drinking acting as an expression of personality.” That insight pointed to a wide, under-addressed space: aspirational, price-aware, and underserved by structures that traditionally separated spirits into rigid compartments.

Xclamat!on has been positioned within this space with restraint. A uniform price architecture across five spirits introduces clarity, while distinct liquid identities preserve individuality. The brand does not require consumers to recalibrate expectations when shifting categories. It reflects repertoire-led drinking as an established behaviour.

A Unified Label for a Plural Consumer

For a company with a long history of category-specific branding, bringing five spirits under one label marks a notable shift. Xclamat!on is Pernod Ricard India’s first unified brand, conceived in response to consumption habits that privilege flexibility and situational choice. Internal research highlighted higher discretionary spend, increased at-home occasions, and a clear movement beyond whisky-centric consumption.

Jean has spoken of consumers expressing the need for “one reliable name that delivers quality and diversity across categories.” The liquids themselves are varied in composition and reference. The whisky combines Speyside Scotch malts matured in dual casks with Indian grain spirits. Vodka is produced from Indian grain and filtered using Russian moonstone technology. Gin brings together juniper berries sourced from Germany with Indian botanicals, resulting in seven expressions. Brandy draws on Indian and French grapes aged in Limousin wood, while rum blends Indian jaggery spirit with aged Jamaican rum, distilled using multi-column copper stills.

What holds these expressions together is not sameness but coherence. Jean has described Xclamat!on as offering “distinct taste and positioning within a single brand framework,” reflecting the way contemporary drinkers assemble their choices across different moments rather than committing to a single narrative.

Local Production, Global Reference

Xclamat!on has been produced in India, with local teams closely involved in formulation and execution. The range aligns with the Atmanirbhar Bharat vision. The emphasis remains on relevance and suitability for domestic preferences, supported by international reference points.

As Jean has noted, the brand has been “developed locally for India’s growing base of aspirational and quality-conscious consumers.” Global inputs appear throughout the portfolio as supporting elements. The approach focuses on alignment with domestic palates and social settings.

Packaging choices reinforce this outlook. Glow-in-the-dark labels, aluminium snap lids, and a bold visual language establish shelf presence, while the absence of mono-cartons reflects Pernod Ricard India’s sustainability-by-design approach. The bottles arrive unboxed, reducing material use while maintaining premium cues.

Expansion in a Complex Operating Climate

Xclamat!on’s rollout begins across Haryana, Uttar Pradesh, Goa, Rajasthan, and Daman, with plans to extend to fourteen markets within the first year. The phased approach suggests calibration rather than haste, allowing the brand to settle into distribution networks before wider availability. This pacing aligns with Pernod Ricard India’s broader growth outlook, where innovation occupies a central role.

India remains Pernod Ricard’s second-largest market globally by value and its largest by volume. Jean has indicated that innovation is expected to contribute around a quarter of the company’s growth over the next decade, with Xclamat!on projected to play a meaningful role in that trajectory.

At the same time, the operating environment remains demanding. Recent reporting has drawn attention to supply interruptions and regulatory constraints affecting retail presence in major metros, including New Delhi. These factors shape cash cycles, market access, and the sequencing of new launches, requiring companies to balance ambition with operational discipline.

Within this context, Xclamat!on reads as a long-horizon commitment. It enters the market with an awareness of governance expectations, compliance frameworks, and the realities of scaling in a fragmented regulatory landscape. Jean has spoken of India as a springboard for global innovation, a market whose scale and consumer maturity justify sustained investment. That confidence rests on the belief that premiumisation in India will continue to be driven by informed choice and responsible expansion.

Pritisha Borthakur

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

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• 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.

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 mentionedwould 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.

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