Approval for about 100 new liquor brands to be launched in Telangana is currently stalled, with the state excise department sitting on the applications. Companies eager to enter the market are facing delays, despite the state’s high demand for alcoholic beverages, according to industry sources.
These applications have been pending for over six months, even though Telangana already has over 1,000 liquor brands, including premium spirits and beer. Around 30 of these brands are particularly popular, but the names of the new brands set to hit the market remain under wraps.
Despite the fact that the state owes these companies approximately Rs 3,000 crore in dues, many are still eager to launch their new products. Sources say it’s not uncommon for companies to wait on government payments, but the delay in approving new brands is unusually long.
Initially, the Congress government was expected to approve some of these applications, but those approvals were never granted. Since then, the applications have been stuck in limbo. Some companies are even looking to introduce new brands alongside their existing ones, while others are new players seeking to enter the market.
For these new brands to be approved, companies need to pay registration fees and obtain price approvals, similar to the process for established brands.
