Villagers, majority of them women, staged a sit-in on the Vettipram-Pookkode road at Madhumala near here protesting against the Kerala State Beverages Corporation (Bevco) opening a retail outlet at a cement block making unit at Madhumala on Saturday.
The corporation stocked the liquor for sale at the hollow block unit building on Friday night to avoid public resistance and the sales began on Saturday.
The irate villagers rushed to the spot and blocked the second truckload of IMFL that reached there in the forenoon.
They sat on the road, braving incessant downpour, demanding closure of the outlet opened near the Madhumala temple as well as the Scheduled Caste colonies.
M.B. Sathyan, Elanthoor block panchayat president; M.S. Siju, Jaimon, and Seema Saji, all grama panchayat members; were among those who took part in the agitation.
The Aranmula police registered a case in connection with the road block.
