Mahua heritage brew leaves flat taste in state market

Time of India

3 days ago

Bhopal: Two years after its launch with much fanfare, Mahua heritage liquor has failed to find takers in the state, despite govt efforts to promote it through bars, shops, and tourism outlets.
The state govt launched the product in Aug 2023 with an aim to create a market for the liquor rooted in the state's tribal tradition. But the initiative has failed, with poor consumer response and no visible strategy to revive its interest among drinkers.
In Aug 2022, the govt gave its nod for production of Mahua -- branded as 'Mond'. In Jan 2023, the govt notified the MP heritage liquor rules. Two self-help groups in Dindori and Alirajpur were given relaxations and exemption by the govt for its production.
The Mahua liquor is brewed locally as part of the tribal empowerment drive.
The govt also assisted in setting up production units. A Pune-based institute provided production training to the two self-help groups. As part of a pre-launch promotion, a peg of Mahua liquor was offered for free in bars of MP tourism, but it could not attract the booze lovers.
After the launch it was made available from shops selling wine and in bars of the state tourism corporation.
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The govt later insisted that bars should keep Mahua liquor hoping that tipplers would gradually get used to it, but nothing of that sort happened.
The Mahua liquor, with the brand name of Mond, was introduced in a bottle of 180 ml and 750 ml. A 750 ml bottle costs around Rs 800 and 180 ml bottle costs Rs 200. The govt has also introduced a dedicated course of Mahua liquor making in the state for the tribal people.
However, all these steps failed to get a good market for the Mahua liquor, and the govt now feels it has done its part, but the need was to brand the heritage liquor in a professional manner by roping in private agencies having expertise in the subject.
Bhopal: Two years after its launch with much fanfare, Mahua heritage liquor has failed to find takers in the state, despite govt efforts to promote it through bars, shops, and tourism outlets.
The state govt launched the product in Aug 2023 with an aim to create a market for the liquor rooted in the state's tribal tradition. But the initiative has failed, with poor consumer response and no visible strategy to revive its interest among drinkers.
In Aug 2022, the govt gave its nod for production of Mahua -- branded as 'Mond'. In Jan 2023, the govt notified the MP heritage liquor rules. Two self-help groups in Dindori and Alirajpur were given relaxations and exemption by the govt for its production. The Mahua liquor is brewed locally as part of the tribal empowerment drive.
The govt also assisted in setting up production units. A Pune-based institute provided production training to the two self-help groups.
As part of a pre-launch promotion, a peg of Mahua liquor was offered for free in bars of MP tourism, but it could not attract the booze lovers.
After the launch it was made available from shops selling wine and in bars of the state tourism corporation. The govt later insisted that bars should keep Mahua liquor hoping that tipplers would gradually get used to it, but nothing of that sort happened.
The Mahua liquor, with the brand name of Mond, was introduced in a bottle of 180 ml and 750 ml.
A 750 ml bottle costs around Rs 800 and 180 ml bottle costs Rs 200. The govt has also introduced a dedicated course of Mahua liquor making in the state for the tribal people.
However, all these steps failed to get a good market for the Mahua liquor, and the govt now feels it has done its part, but the need was to brand the heritage liquor in a professional manner by roping in private agencies having expertise in the subject.