Having secured the licenses for liquor shops in the auction after quoting abnormal annual license fee, the license holders are now looking for ways and means to recover their investment.
In the past, the license holders used to realize their investment by forming syndicates and selling the liquor for more than the maximum retail price. However the entry of new entrepreneurs, who are interested in making a quick buck from day one, became an impediment for the formation of syndicates in majority of the places.
In their bid to woo the customers, some license holders have been releasing advertisement in newspapers stating that liquor is available for MRP rates in their outlets. In some other places, the traders are offering “incentives” for liquor consumers.
For instance, a shop located close to railway station in Nayudupeta in Nellore district is offering a leg piece of chicken along with each quarter of liquor sold that too for government approved rate. The outlet is full to its brim with high spirited customers from last two days much to the annoyance of other license holders!
