Gurgaon Vendors Are Selling Alcohol At Wholesale Rates As Competition Intensifies With Delhi

After the Delhi government came out with a new liquor policy that makes alcohol cheaper in the national capital, Gurugram vendors are locking horns with their Delhi counterparts.

Delhi government had last week prohibited discounts or rebates on the MRP (maximum retail price) of liquor in the national capital, stating that such discounts were promoting ¡°bad market practices¡±.

Soon, retail liquor vends in Gurugram started selling their stock at wholesale rates, in an apparent price war with Delhi.

Representational Image

Gurgaon vendors selling at wholesale prices

Liquor vends in Gurugram have put up hoardings listing the wholesale prices of liquor to attract customers, following which complaints were made to excise officials, according to a report by Hindustan Times.

Acting quickly, the department issued directions to take strict action against those mentioning their shops as ¡°L1 (the term used for a wholesale licence)¡±.

Nearly 200 hoardings were removed from across the city on Monday and Tuesday where retailers were offering alcohol at wholesale rates.

On February 28, Delhi prohibited all discounts and offers on the retail sale of liquor in the national capital.

For the first time in Delhi, liquor retailers were allowed to sell bottles at a discount, or with offers. Until then, liquor could only be sold at the price prescribed by the state excise department.

Reuters

Soon people from Gurugram, Noida, and Faridabad, among other NCR cities, made a beeline to Delhi to pick up bottles at cheap rates.

Delhi sold 24.5 million litres of liquor in February this year ¡ª nearly double the average monthly sale of 13.2 million litres in 2019-20.

Gurugram store owners also said they recovered losses incurred during the Covid-19 lockdowns in just two months.

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