Rs 500 cr cheer: Tasmac sets record sales target for 4-day fest

As the Pongal festival begins on January 14, which is the Bhogi day, there will be continuous holidays for most of the people till Sunday. Though Friday (Jan 17) is a working day, many office-goers, especially those travelling to their native from the cities to celebrate Pongal festival, will be taking off on the day.

A senior official from the Tamil Nadu State Marketing Corporation (Tasmac), monopoly agency in the State to sell liquor, said during normal days the liquor sales will be between Rs 60 and Rs 70 crore. “However, during week-ends it climbs up to around Rs 80 crore,” he said.

The official said the sale is expected to touch Rs 100 crore on Bhogi day and Rs 120 crore on Pongal day. Stating that the liquor shops will be closed on Friday, Thiruvalluvar day, he said, the sales are expected to be around Rs 90 crore on Saturday and Rs 110 crore on Sunday.

The revenue likely to be generated this Pongal festival will be better than the previous year’s figure since the festival is coming in the mid of the week-days. He said the authorities have taken steps to ensure that every Tasmac outlet will be having a minimum of 100 brands of hard liquors. “As brandy is consumed largely in Tamil Nadu, we are planning to showcase a minimum of 50 brands of it as was done during the New Year season. 

“For beer lovers, special arrangements are being made for the availability of tin beer at all Tasmac shops located in cities,” he said adding at present tin beer is available only in few liquor shops in important cities.

The Tasmac official said additional staff will be deployed in liquor shops, which is considered to yield good revenue. “Currently, two salespersons and one supervisor are available in liquor shops. One more staff will be deputed in the shops located in the busy areas,” he said.