Cashing in on popularity of this year’s Marathi blockbuster, state excise department decides to name country-made liquor 'Sairat' and 'Zingat' in order to convince tipplers to pick these over deadly hooch
Now, Maharashtra govt names its country liquor 'Sairat' and 'Zingat'
If the state excise department gives a go-ahead, you will soon not only be dancing to the popular Marathi number ‘Zingat’ from this year’s blockbuster Sairat, but also glugging it into glasses.
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Earlier this year, Sairat (meaning wild in English) became the highest-grossing film in Marathi cinema. The song Zing Zing Zingat (meaning hangover), which featured in the movie, also went on to win mass appeal, and is a staple at most parties and functions. Cashing in on the popularity of the song and the film, state-backed manufactures now want to label country-made liquor under the brands ‘Sairat’ and ‘Zingat’.
As per the process, the state excise department has issued a directive, calling for objections if any, within the next 15 days. If there are none, it will give a go-ahead to the manufacturers for labelling of the new brands.
At present, there are around 35 manufacturing companies that produce 33 crore litres of country-made liquor in the state annually.
The state decided to take on the manufacturing of country-made liquor under its jurisdiction after a few incidents of hooch tragedy saw many people lose their lives. The excise department out-sources the work to private manufacturers and keeps a tab on them.
Manufacturers have previously given their liquor brands names like Bhingari -- a popular Marathi movie -- and even Bobby, after the 1973 Raj Kapoor hit.
“We ensure that good quality country-made liquor is manufactured and sold at a cheap price. Such popular names are given to attract drinkers. A few manufacturers have registered the names as trademarks for supplying country-made liquor. We are in the process of giving them a clearance,” said a senior level state excise department official.
Most of the country-made liquor is sold in Mumbai’s suburban areas, Palghar, Nagpur, Nasik, Pune and Sangli.
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