The newly launched Maharashtra Made Liquor (MML) category is experiencing a demand wave far exceeding official expectations, leading to significant supply challenges across the state. Introduced by the government in October, this locally produced liquor has quickly captured consumer interest, putting pressure on manufacturers and retailers alike.
Retailers Grapple with Weekly Shortages
According to the state excise department, the growth in demand for MML has been faster than anticipated. Around 14 brands have already entered the market, with more expected soon, but production capacity remains limited. Retailers confirm they are facing a consistent shortage of stock on a weekly basis.
Aditya Patil, owner of Aditya Wines, highlighted a clear shift in consumer preference towards MML. He reported selling between 150 and 200 cases in December alone, a significant figure for a new product category. However, he pointed out that inconsistent availability is hampering sales. "Supply is not regular — there's a shortage one week. Limited stock then arrives before there's a shortage again," Patil explained, noting that 180ml bottles are particularly hard to keep in stock.
Manufacturers Rush to Scale Up Production
A senior excise official told TOI that manufacturers are trying their best to increase capacity. A Kolhapur-based manufacturer admitted, "Demand has been much higher than we initially anticipated," leading to temporary unavailability of certain bottle sizes. The primary packaging sizes available are 750ml and 180ml, with some brands introducing 90ml packs.
Ajay Deshmukh, owner of Ajay Wines, noted that many manufacturers are yet to begin MML production, predicting an influx of new products and brands across different price bands in the coming months. He affirmed that the quality and packaging of MML have met standards, and its lower price compared to Indian Made Foreign Liquor (IMFL) is a key driver.
Duty Structure and Consumer Response Fuel Growth
The dramatic price difference is rooted in the tax structure. A member of the Pune District Wine Merchants' Association clarified that the duty on MML is about 270%, compared to around 450% on IMFL. This policy, formulated on June 24, aims to support small distilleries and limit competition from multinational corporations.
Distributors reveal the industry underestimated initial demand. One distributor, speaking anonymously, shared production estimates: about two lakh cases in the first month, increasing to 3.5-4 lakh cases the next, and reaching 5-4 lakh cases in December. They predict a further rise in capacity.
Consumer feedback has been positive. One user stated that switching from IMFL to MML has resulted in no hangovers, with a significant price drop from Rs 270 to Rs 180 for a quarter. Another consumer praised MML for its milder odour, indicating a growing acceptance based on both cost and perceived quality.
