New Delhi: The national capital of India, Delhi is going to experience a plunge in the price of liquor as the city government has allowed private shops to offer discounts. The excise department of the Delhi government on Saturday allowed private shop owners to offer discounts up to 25% on the maximum retail price (MRP) of liquor.
Notably, earlier in February, the Delhi excise department had prohibited discounts and schemes on all varieties of liquor because of the violation of the Covid-related guidelines and unhealthy market practices.
The latest order issued by the excise commissioner of Delhi stated that the government has recommended that the rebate or discount up to 25% of the MRP will be allowed on the sale of liquor in the jurisdiction of the NCT of Delhi, following strict compliance with Rule 20 of the Delhi Excise Rules, 2010.
Terms and conditions of the license will be strictly abided by the licensees and in case of any violation, strict panel action will be taken against them under the Delhi Excise Act and other rules, it said.
Besides, in February, crowds were seen almost looting liquor vendors in many parts of the city as shops were giving discounts and offers like ‘buy one, get one free’ to the customers. Moreover, this resulted in the violation of law and order while in some places police were called to control the mob.
The liquor stores in Delhi gave a rebate of upto 40% and therefore, many people started purchasing and storing large quantities of liquor.
Some of the retailers in Delhi were offering cheaper prices for foreign brands than in Gurugram. The licensees were also involving themselves in various promotional activities through social media and banners with hoardings being placed outside stores, which are a non-permissible activity under the Delhi Excise Act 2009 and the Delhi Excise Rules, 2010.
The Delhi government had approved the Excise Policy 2021-22 along with the terms and conditions for granting various categories of licenses last year. The policy came into effect on November 17, 2021.
The tender document issued by the excise department for granting 849 retail liquor licenses shows that the licensees are free to give rebate/discount/concession on the MRP of liquor fixed by the excise commissioner.
