MP plans pvt partnership to promote heritage liquor

The Madhya Pradesh government is revitalising its heritage liquor initiative by enlisting private firms to promote the state’s unique alcoholic beverages. This initiative follows previous attempts to market the liquor, which fell short of generating significant consumer interest. 

Heritage liquor, crafted from Mahua flowers by tribal self-help groups (SHGs) in the Alirajpur and Dindori districts, was first introduced by the former state government under Shivraj Singh Chouhan in 2021-22. Despite initial efforts, the product did not achieve the anticipated market success.

In response, the current administration, led by Chief Minister Mohan Yadav, aims to engage a private company to handle brand marketing, develop export strategies, and expand market presence. The state’s excise department is in the process of finalising this partnership. The chosen company will collaborate closely with existing SHGs and may consider partnerships with additional groups to increase production if demand rises. 

To foster a local market, the state government has mandated that bars and restaurants must display the heritage liquor and stock a minimum of two boxes. Non-compliance could result in penalties. This measure is designed to boost visibility and encourage consumers to try the state-produced heritage liquor.