Liquor in Gurugram to be dearer from next week as vends announce hike

Shopkeepers said since liquor in Haryana does not have a maximum retail price (MRP), they can sell it at any price without having to give discounts, and still offer customers better deals than Delhi

Liquor prices in Gurugram are likely to increase by at least 10% from next Monday, said vendors on Wednesday, adding they were planning to withdraw discounts introduced earlier to compete with vends in the Capital a day after the Delhi high court refused to stay the Delhi government’s order prohibiting any discount or rebate on the sale of liquor.

Gurugram has about 282 liquor shops, mostly in prime locations. Many store owners said they suffered losses over the past two years due to the pandemic and hope to make good now. (Vipin Kumar/HT Photo)

Shopkeepers said since liquor in Haryana does not have a maximum retail price (MRP), they can sell it at any price without having to give discounts, and still offer customers better deals than Delhi.

Babloo Godara, the owner of at least four liquor shops across the city, said that liquor vendors took this joint decision on Wednesday. “We will increase prices by 10%--between ₹100 and ₹250 per bottle for Indian-made foreign liquor (IMFL). The new prices will be displayed from Monday and no one will offer discounts anymore,” he said.

Vendors said that the price of imported scotch is likely to go up by ₹250 to ₹400 for a 1-litre bottle, and that of IMFL whisky by ₹150 to ₹300. Even beer will become more expensive, by up to ₹360 for a case of 12.

Some popular brands such as Red Label and Ballantine’s (both whisky brands) and Absolut Blue (vodka) that were sold for ₹1,000 per 750ml bottle will be sold for ₹1150. Jacob’s Creek red and white wines-- sold at ₹900 per 750ml will be sold for ₹1,000--Jameson Irish (whisky) at ₹1,550 per 750ml bottle, Tanqueray (gin) at ₹1,500 per 750ml bottle, Bombay Sapphire (gin) at ₹1,600 per 750ml bottle, and other whisky brands such as Chivas Regal (12 years) at ₹2,150 per 750ml bottle, Jack Daniel’s at ₹2,250 per 750ml bottle, Glenfiddich and Glenlivet at ₹3,000 per 750ml bottle and Monkey Shoulder at ₹2,800 per 750ml bottle.

Many store owners said they suffered losses over the past two years due to the pandemic and hope to make good now.

Jitender Sharma, a liquor vend owner, said that there was unhealthy competition due to discounts across the city, but now all shopkeepers are on the same page. “We have been through tough times during the pandemic and the change in the national Capital will help us earn some margin and remain in business. Many had otherwise planned to surrender their liquor license due to the losses they suffered over the past two years,” he said.

Gurugram has about 282 liquor shops, mostly in prime locations.

Under Delhi’s new excise policy introduced in November 2021, liquor retailers in Delhi were, for the first time, allowed to sell bottles at a discount, or with offers. Until then, liquor could only be sold at the price prescribed by the state excise department. The old regime had pushed customers to Gurugram, where discounts are par for the course, and it was to stop this business drain that Delhi had introduced competitive pricing in its new excise policy. But when Delhi retailers started offering heavy discounts, the trend reversed. People from Gurugram, Noida and Faridabad, among other NCR cities, made a beeline to Delhi to pick up bottles at cheap rates. So much so that Delhi sold 24.5 million litres of liquor in February this year — almost double the average monthly sale of 13.2 million litres in 2019-20. All that changed on February 28, when the Delhi excise commissioner issued an order discontinuing any discount or rebate on the MRP of liquor, saying such pricing will distort market forces, create a monopoly and promote alcoholism.

Shopkeepers said that the new order will bring back customers to Gurugram. “Once again, it is Gurugram’s gain. To remain in competition we had to sell liquor at competitive prices with Delhi. Thanks to the Delhi high court order, we have decided to increase the price now. Though we will increase margins only by 10%, this will help us recover our losses,” said Pramod Mahajan, a shop owner.

VK Beniwal, the deputy commissioner of excise and taxation, Gurugram (east), said owners of liquor shops have been directed not to charge exorbitant prices. “If anyone is selling at an exorbitant price, we will keep them in check. There is no policy in place to stop or take action against them,” he said.