Jawan rum | Videograb: Mathrubhumi News
Thiruvalla (Pathanamthitta): As demand for Kerala’s most popular brand Jawan soars, the company is all set to increase production. Travancore Sugars and Chemicals Limited (TSCL), run by the Kerala government, which produces the popular brand ‘Jawan’, will be renovated at a cost of Rs 3.5 cr and will be completed in March 2023.
The native rum is one of the most sold liquor brands in the state and the most popular in Beverages outlets. However, the supply does not meet the demand. Post-renovation, production capacity will jump to 15,000 cases from the present 8,000 cases. TSCL is also planning to introduce a new product, ‘Jawan Premium’.
Government sources said that the consistency in providing quality liquor by a government-run factory is the prime reason for the popularity of Jawan.
Recent efforts to centralise distribution to retail stores have affected the pooling of bottles to shops with greater demand. However, the upgraded factory will be able to reduce the supply-demand gap, they believe.
CITU leader Adv R Sanalkumar said the present management of TSCL is not capable of improving the prospects of the company. The government is also planning to establish a new distillery in the Malabar region.
The lack of low-priced liquor at Bevco outlets is a problem for drinkers who work for daily wages. They end up purchasing high-cost liquor since not many alternatives are available for Jawan.
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