All brands of liquor being sold through the Kerala State Beverages Corporation (Bevco) will cost from ₹10 to ₹ 20 more from June 1.
When contacted, Bevco managing director H. Venkish said on Friday the hike was a direct reflection of the corporation’s decision to increase its wholesale profit margin from 24% to 29%. Earlier, the margin was 36%, but it was slashed to 24% as a self-regulatory measure. The sales through its outlets had dipped considerably. The growing public resistance against the bid to relocate its outlets and changes in policy were some of the main reasons. Since the expenses were soaring, there was a glaring mismatch between the expenses and the returns and a decision had been made to hike the prices.
Though the corporation had been trying to relocate the outlets in line with a recent Supreme Court order, it is being thwarted by vested interests. This has eventually led to black-marketing in remote areas such as Idukki. Still, an earnest attempt was being made to reopen 90 outlets, he said.
