BEVCO under fire as liquor bottles display old MRPs, bills show hiked rates

Kochi: Kerala State Beverages Corporation (BEVCO) outlets are facing backlash from customers for allegedly selling liquor bottles at prices higher than the maximum retail price (MRP) printed on them. However, the discrepancy is due to BEVCO’s failure to update the labels after a price hike in January. Although liquor prices were officially increased earlier this year, bottles continue to display the old MRP, leading to confusion and complaints at retail outlets.
Due to mounting complaints, the employees have started displaying updated prices on liquor bottles. The price hike was in response to the demands of liquor manufacturing companies. The Corporation increased the prices of 341 brands sold and reduced the prices of 107.
The Corporation had submitted an application to the State Goods and Services Tax Department, requesting permission to sell existing stock at the revised prices. The department granted approval, allowing BEVCO to sell the bottles without updating the printed MRP. However, since the bottles still display the old prices, customers are frequently engaging in heated arguments at outlets over the discrepancy.
The best-selling brandy, Mansion House, has an MRP of Rs 1,040, but the billed amount is Rs 1,050. Similarly, Bombay Sapphire Gin, marked at Rs 4,130 per bottle, is billed at Rs 4,520. Officer's Choice Brandy, priced at Rs 980 on the label, is being sold for Rs 1,090.