TN revamps TASMAC liquor procurement policy, pushes for equal purchases from all manufacturers
Chennai, July 21
The Tamil Nadu government has introduced a major overhaul of the liquor procurement policy of the Tamil Nadu State Marketing Corporation, directing the state-run retail monopoly to purchase alcoholic beverages more evenly from all approved manufacturers instead of relying heavily on a handful of companies.
TASMAC, which operates more than 4,000 retail liquor outlets across Tamil Nadu, currently procures Indian Made Foreign Liquor (IMFL) from 11 manufacturers and beer from six companies. Some of these manufacturers are reportedly promoted by individuals associated with major political parties. Until now, procurement was largely driven by consumer demand, with TASMAC purchasing significantly higher quantities from the most popular brands.
In many cases, around 60 to 70 per cent of supplies came from a limited number of manufacturers whose products recorded the highest sales. Following the formation of the new TVK-led government, TASMAC has been implementing a series of reforms aimed at increasing transparency and streamlining operations.
As part of these efforts, the TASMAC Board, at its meeting held on July 6, resolved to adopt a more balanced procurement strategy by sourcing liquor in roughly equal quantities from all approved manufacturers.
In line with the decision, TASMAC has begun issuing purchase orders more uniformly across all liquor companies.
The corporation has also directed its premium "Elite" liquor outlets to stock at least one case each of premium- and medium-grade liquor from every approved manufacturer, ensuring a wider range of brands is available to consumers.
However, the revised procurement policy has drawn mixed reactions from TASMAC employees.
Staff members argue that equal procurement may not accurately reflect consumer preferences. They caution that if standard liquor varieties are purchased in equal volumes from every manufacturer, popular brands could run out of stock while slower-moving products remain unsold on store shelves.
According to employees, this could lead to shortages of liquor brands preferred by consumers while increasing inventory of products with limited demand.
Liquor consumers have, meanwhile, urged the government to further expand the range of products available in TASMAC outlets by introducing well-known imported and international liquor brands that are currently sold in neighbouring Union Territory of Puducherry and other nearby states. They believe offering a wider selection of premium brands would improve consumer choice and help TASMAC better compete with neighbouring markets.
— IANS
Reader Comments
As a resident of Coimbatore, I welcome this move. The previous system was too cozy with certain manufacturers—everyone knew which political families were behind which brands. At least now smaller producers get a fair chance. But I agree with the employees, they should also expand the range. I've seen way better options in Pondicherry shops just across the border. 🙏
Equal procurement sounds good on paper but will fail in practice. I run a small shop near a TASMAC outlet and I see the same brands selling out every weekend. Popular brands like Royal Stag and Blenders Pride are what people want. If TASMAC stocks 10 cases of some unknown brand that nobody touches, that's just wasted stock and money. Basic economics, yaar. 😤
I'm originally from the UK but have been living in Chennai for work. This policy seems well-intentioned but poorly thought out. In any market, supply should match demand. I'd love to see some international brands—maybe some single malts or imported beers—but forcing equal distribution of all brands is not the solution. Let the market decide! 🥃
Finally some transparency in TASMAC! The corruption in liquor procurement has been an open secret for decades. But I'm worried about the practical side—I've seen what happens when shops run out of popular brands. People get angry, sometimes violent. The government should at least do a pilot run in a few districts before rolling this out statewide. Better safe than sorry. 🙂
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