Halt anti-competitive practices: CCI to Maharashtra liquor trade bodies

The Competition Commission of India (CCI) has directed the Maharashtra Wine Merchants Association, Pune District Wine Merchants Association and the Association of Progressive Liquor Vendors to immediately cease and desist from anti-competitive conduct. The direction follows an order dated December 11, 2025, issued under Section 27 of The Competition Act, 2002.

The order stems from information filed under Section 19 (1) (a) of the Act which alleged that the associations were collectively prescribing commercial conditions for manufacturers, distributors and sellers of alcoholic beverages. These included stipulations on retail margins, pricing-related schemes for new product launches, transportation and delivery terms, cash discounts, credit periods, mandatory launch fees, donations and other trade terms.

After examining the evidence, the Commission found that the associations had issued circulars, emails and other communications to members that prescribed or influenced pricing, margins, discounts, payment terms, transportation charges and other commercial conditions that should be independently determined by individual enterprises. The CCI also held that the requirement imposed on alcoholic beverage manufacturers to obtain no-objection certificates prior to launching new products amounted to anti-competitive conduct.

The Commission concluded that these practices violated sections 3 (3) (a) and 3 (3) (b), read with Section 3 (1), of The Competition Act, 2002. In addition, the CCI found the office-bearers of the associations liable under Section 48 of the Act.