Tamil Nadu State Marketing Corporation (Tasmac) is witnessing a gradual rise in online payments for liquor purchases, but technical glitches and delays at retail outlets continue to affect customer experience across the state. The online payment facility was introduced to address long-standing complaints of overcharging above the maximum retail price (MRP) and the non-availability of preferred liquor brands at Tasmac shops.
Tasmac records average daily liquor sales of nearly Rs 160 crore across Tamil Nadu. However, online transactions made through the official portal, tasmac.tn.gov.in, contributed only about Rs 7 lakh to Rs 9 lakh during a typical Friday-to-Monday period, representing a very small share of overall sales. Officials said the number of digital transactions was gradually increasing, especially in major urban centres such as Chennai, Tiruchy, Madurai and Tirunelveli.
Customers who have used the system said the process of selecting a liquor brand online, making payment digitally and receiving a QR code is relatively simple. However, they reported that connectivity and server issues at several Tasmac outlets often delay the verification process and the handing over of liquor bottles, leading to arguments between customers and employees.
Many consumers believe the online payment system can help curb the widespread practice of collecting Rs 10 or more above the MRP of liquor bottles and can also reduce waiting time at crowded counters. Customers have suggested introducing separate counters for online-payment users and displaying the Tasmac website prominently outside retail outlets to improve awareness and encourage wider adoption of the digital payment facility.
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A senior Tasmac official said the corporation is currently evaluating both the benefits and operational shortcomings of the online liquor payment system. The review is expected to focus on improving server stability, outlet connectivity and customer handling procedures so that digital payments can become a more effective and transparent alternative for liquor purchases in Tamil Nadu.
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