Guwahati: As festivities swept Guwahati on Holi, the city witnessed an expected surge in alcohol sales. According to the state excise department, transactions worth around Rs 11 crore were witnessed on March 25 and 26.

An excise department official confirmed the Holi sales figures to Business North East. "Also, we are tallying data of liquor sales during the last fiscal year and the figures will be revealed soon", he added.

In 2023, Assam saw alcohol sales worth Rs 10.62 crore during Holi, with Rs 9.58 crore recorded on the first day and Rs 1.04 crore on the second day. In 2022, liquor sales surpassed Rs 4 crore over just two days in Guwahati and its adjacent areas.

This surge in consumption during festivals mirrors a broader trend observed throughout the past few years with an increase in sales of alcoholic beverages.

In 2023, Assam generated an excise revenue surpassing Rs 10 crore daily, based on an average sale of 530,000 bulk liters of liquor per day, according to reports. During the Holi festival that year, Assam's alcohol consumption amounted to Rs 11.8 crore, exceeding the previous year's figures.

In comparison to 2022, there was an approximately 165.5% increase in alcohol sales during Holi in 2022 and approximately 1889.5% increase in 2024.

Earlier this month, the Assam Excise Department announced a forthcoming price increase for all alcoholic beverages, effective April 1. 

This adjustment entails a 15% rise in excise duty for standard alcohol brands like gin, brandy, and whiskey, priced up to Rs 270. Luxury brands priced between Rs 271 and Rs 400, as well as rum priced between Rs 301 and Rs 400, will also be impacted.

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