Arrack ban in Kerala hit uncle hard; now Malayali sells ‘Charayam’ in Poland

Kollam, Kerala: It has been 30 years since arrack prohibition was imposed in Kerala on 1 April 1996. This 1 April, alcohol is returning to the market in Poland. At various Indian restaurants, it is being introduced under the celebratory name ‘Pattayum Muttayum’ (arrack and eggs) by none other than Midhun Mohan, a Malayali entrepreneur from Kodungallur.

“When arrack prohibition came, I knew my uncle, who lost his job. I know several others who lost work. Apart from promises of rehabilitation, nothing happened. I have witnessed their distress firsthand. I arrived in Poland 10 years ago. I was involved in ventures such as apple exports. Later, I entered the liquor manufacturing sector. ‘Ayurvod’, made with Ayurvedic herbs, reached the market. It was a premium product. When I thought about making a lower-priced product with some novelty, the idea of alcohol came to mind,” Midhun said.

Due to strict quality regulations here, it is not possible to replicate the potency of arrack previously available in Kerala. The product currently contains 33 per cent alcohol. It is mainly sold in a simple 90ml bottle with the word ‘Charayam’ (arrack) written in red Malayalam letters. A one-litre bottle has also been released. The packaging in PET bottles is nostalgic. Apart from Malayalam, the name appears in English, Tamil, Gujarati, and Telugu. Warnings, according to the laws of each country, are also displayed.

Knowing it is about to enter the market, enquiries have come from various countries. The plan is to expand to more European nations as well as Singapore and Malaysia, Midhun said. He was previously a journalist in Kerala.