Since the price increase, Tamil Nadu State Marketing Corporation Limited's sales have decreased by 4-6 percent.

According to Tasmac, liquor sales in the state have decreased by four to six percent since the prices were raised in March this year . The premium range of Indian-made foreign liquor (IMFL) have dropped to a less affordable level since the 1980 price hike .

According to Tasmac, liquor sales in the state have decreased by four to six percent since the prices were raised in March this year.Although the prices of premium range Indian-made foreign liquor (IMFL) have dropped to a less affordable level since the 1980 price hike, the majority of middle-range consumers of liquor are reportedly shifting to normal range after the price hike.The prices of medium range liquor increased by 20 to 60 percent, compared to the increase in the regular range, which was only half of other ranges.While a 180 ml brandy in the medium range increased by 20 percent, the same in the ordinary range became just 10 more expensive.

The amount of ordinary range of liquor isn't enough to satisfy the demand, leading to a drop in sales, according to a Tasmac union leader who spoke on condition of anonymity.Since Tasmac's distilleries prefer to supply premium and medium-range liquor for their higher profit margin, the ordinary range stock falls short of the increased demand.The premium brands account for almost 60% of all spirits on the list of brands a distillery sells.However, supervisors at different Tasmac outlets report that the ordinary and medium range of liquor account for 80% of all sales (40%), while the premium range of liquor retail accounts for 20%.

According to him, the resumption of monthly review meetings by Tasmac outlet supervisors has taken place, which had been suspended years earlier amid complaints that such meetings were not permitted to stimulate the selling of liquor.Supervisors of 83 Tasmac outlets in South Chennai district gathered on Wednesday for a similar meeting organized by the Tasmacs district manager, who reported decrease sales in May compared to the same period in 2019.According to sources, the managers were reportedly asked to produce a paper outlining the reasons for the decrease in sales.The district manager confirmed that it was a regular meeting to hear the supervisor's concerns.