Liquor Brands in Telangana: TGBCL Invites New Liquor Brands; Details Inside

The Telangana Beverages Corporation Limited (TGBCL) has announced an invitation for applications from both local and international suppliers for the supply of new liquor brands in the state. As per the official release, companies not currently registered with TGBCL must submit a certification confirming that there are no complaints regarding the quality of their liquor. The received applications will be made available online for ten days to allow for objections. After reviewing the objections, the final selection of applicants will be carried out in accordance with government directives.

M. Kameshwar Rao, President of the Association of Liquor and Beer Suppliers, expressed skepticism about new brands entering the Telangana market, citing consumer loyalty to established brands. "People here are brand-conscious and hesitant to experiment. The only way for new entrants to gain visibility is through surrogate advertising," he remarked. He also highlighted the high taxation on liquor in the state as a potential challenge, pointing out that liquor imported from other states faces a tax of ₹90, while beer incurs a tax of ₹45.

Another concern raised was the corporation's practice of increasing rental charges based on sales, which adds to the financial burden of suppliers.TGBCL had authorized several new liquor brands for sale in Telangana, but due to various allegations, their sales were halted. In response, the state government has introduced a new policy aimed at expanding the availability of liquor brands in the market. As part of this initiative, TGBCL has published an advertisement inviting applications from registered suppliers within Telangana.