In Jharkhand, the local liquor market is getting a vibrant makeover with brand names that offer a unique mix of machismo and playful charm. Powerful names like 'Tiger' and 'Bhaukal' are now sharing shelf space with alluring ones like 'Rasili', 'Laila' and 'Noori'.
This creative branding strategy for desi liquor (locally produced country spirits) aims to attract customers with catchy names before they even take a sip. The idea is to create a buzz around brands like 'Kadak' (Strong), 'Shaktiman' (a famous Indian superhero), 'Chhabili' (Charming), and 'Damdar Kick' (Powerful Kick).
New Excise Policy Focuses on Branding
This new approach is part of the state's new excise policy, which came into effect on September 1, 2025. Under this policy, retail liquor sales are being handled by private vendors.
So far, 159 desi liquor shops have opened across Jharkhand. The Excise and Prohibition Department has approved a list of 62 local liquor brands, with prices ranging from a minimum of Rs 30 to a maximum of Rs 130. The department is optimistic about the potential revenue from this new system.
Some of the unique brand names launched in the market include:
Dabang, Masti, Tiger, Bhaukal, Rasili, Bambar, Chhabili, Kadak, Rangili, Tanaka, Shaktiman, Tulsi, Laila, Noori, Shera, Damdar Kick, Tufani Kick, Anguri, Captain 60, Tunch Lite, Tunch Strong, Tunch, Desi No. 1, Ranchi No. 1, and Royal Jharkhand.
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The Financial Strategy: Fewer Shops, Higher Revenue Target
Interestingly, the new policy aims to generate more revenue with fewer shops compared to the previous system.
Fewer Shops: Under the old policy, there were 1,453 operational shops. The new policy has licensed only 1,343 shops.
Higher Revenue Goal: Despite the reduction in shops, the revenue target for the current financial year (2025-26) has been increased from Rs 2,985 crore to Rs 3,585 crore.
Current Target: For the period from September 1, 2025, to March 31, 2026, the department aims to collect Rs 2,402 crore in revenue.