Bevco outlets sell on discount

THIRUVANANTHAPURAM: The prices  of as many as 132 different varieties and packs of liquor, most of them in the low-price segment, being supplied in the state have been slashed by five to 40 percent from October 1.

While the issue has kicked up  allegations that the Kerala State Beverages Corporation (KSBC) was trying to  boost sales by selling liquor at discounted rates, the corporation has  clarified  that it was the decision of the suppliers to reduce the price.

As the new rate contracts of liquor came into effect from this month, 19 companies have quoted a reduced price for 132 bottles of different brands and quantities. All these were in the low-price segments.

“Had we rejected the low rates quoted by the companies, it would have even led to audit objections, besides other criticisms. The companies might be trying to boost sales of brands by reducing prices,” said KSBC managing director Mr. Mahipal Yadav.

Though many companies had quoted higher rates for many premium and popular brands, KSBC had rejected them.  Though the prices of 132 different types of bottles were reduced, the existing stocks were still having the old maximum retail prices printed on it. This has led to the confusion.

Mr T.N. Prathapan MLA alleged that the sale of liquor at reduced price was part of efforts to sabotage the state government’s  new liquor policy aimed  at prohibition.