Hyderabad: Approval for approximately 100 new liquor brands to be distributed in Telangana is currently pending with the excise department. Companies looking to expand their presence in Telangana are eager to enter the market due to high liquor consumption in the state, industry experts said.
Their applications, however, have been pending for more than six months. At present, there are over 1,000 different liquor brands available, including premium spirits and beer. According to a govt source, around 30 of these brands are popular in the state but there is a veil of secrecy on the names of these new brands which will be marketed soon.
Despite the outstanding dues that the govt owes to these companies, many are still keen to launch their products, a source said. The govt owes the companies dues to the tune of Rs 3,000 crore. Govt sources said while it is not uncommon for the companies still waiting for payments from the govt, there has been an unusual delay in granting permissions for new brands.
Initially, the Congress govt was to approve a few applications but did not approve them. Since then, applications have been kept pending. “A decision has to be made on this matter,” said a source. Interestingly, some existing companies wish to introduce new brands alongside their currently marketed products. Additionally, there are some new companies that are looking to be registered, and seeking to enter the market.
For introducing these new brands into the market, companies must pay registration fees and obtain price approvals, similar to those required for established brands.
