Delhi Medium Liquor fails to pick up due to lack of publicity

A liquor brand launched by the former Sheila Dikshit government to help curb the sale of spurious alcohol has been a non-starter literally, because of lack of publicity.
Such has been the poor patronage that dealers are not interested in booking bulk orders of the brand as the existing stock has not been exhausted yet.
"Lack of publicity of this initiative is leading to a steep decline of its sale and uncertainty on the production," said a Delhi government official.
Two years after being introduced in the market, the Delhi Medium Liquor (DML), due to lack of publicity through advertisements never picked up steam and kept consumers hooked on to the cheap country-made liquor.

"The DML is hardly known to majority of consumers of local brand. The other cheap brands have fancy names and are more popular and is one of the major reasons behind DML's less sale," the official said.
"Advertisements are a part of policy making and it requires finance. The new government can only take care of the project. Currently the project is going on but the production has not been increased," the official added.

DML was launched in year 2012 by former Sheila Dikshit led Congress government as a pilot project with an aim to help curb the sale of spurious liquor which is known to have adverse effects on health.

"The country made local liquors are more harmful to health. The government had initiated the project to produce liquor with a strict quality control to replace the existing cheap liquor with a very nominal price," said officials.
Country liquor has already been taken off shelf from the markets of southern Indian states like Andhra Pradesh, Karnataka, Tamil Nadu and Kerala and the consumers are being provided better quality Indian liquor.