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Heritage liquor brand launched in Rajasthan: The Hindustan Times
Jaipur, Aug 06: Tourists and domestic wine lovers will once again be able to savour the internationally renowned heritage liquor brand from Rajasthan - `Jagmohan`.
Jaipur, Aug 06: Tourists and domestic wine lovers will once again be able to savour the internationally renowned heritage liquor brand from Rajasthan - 'Jagmohan'.
Ganganagar Sugar Mills (GSM) will start marketing the heritage brew this September after a gap of 23 years. Production of the once widely popular brand was stopped in 1980 with stiff government regulations hiking costs and forcing down demand.
The 160 crore worth GSM will also start production of its second heritage brand - Kesar Kastoori from Jaipur.
The decision was taken at a meeting of the GSM board of directors, presided over by Secretary (Finance) Deepak Upreeti.
Upreeti, who is director in-charge of the board, later told Hindustan Times that GSM will start production from Jaipur on an experimental basis with an eye on the brand's export potential.
The tipple, Upreeti claimed, will be better than its former kin not only in taste, but also in looks. GSM plans to modernise its bottling plant in Jaipur to replace the earlier manual packaging in plastic pouches. Jagmohan will now roll out in attractive quarter, half and full bottles from a modernised semi-automatic plant.
Upreeti said that the decision to replace pouches with bottles as part of a brand enhancement initiative was also influenced by environmental concerns.
The comeback has been made possible by the new excise policy for Rajasthan that came into effect earlier this year. Besides easing stiff regulation on production and sale, it promotes heritage liquors by classifying them under IMFL.
The policy has also enabled companies to mass-produce heritage liquors by procuring recipes from royal families that held them. One brand that has since been launched to popular demand is Somras, available in flavours such as elaichi (cardamom) and saunf (aniseed).
Now with Jagmohan entering the alehouse, it's going to be a long toast for old times' sake.
Ganganagar Sugar Mills (GSM) will start marketing the heritage brew this September after a gap of 23 years. Production of the once widely popular brand was stopped in 1980 with stiff government regulations hiking costs and forcing down demand.
The 160 crore worth GSM will also start production of its second heritage brand - Kesar Kastoori from Jaipur.
The decision was taken at a meeting of the GSM board of directors, presided over by Secretary (Finance) Deepak Upreeti.
Upreeti, who is director in-charge of the board, later told Hindustan Times that GSM will start production from Jaipur on an experimental basis with an eye on the brand's export potential.
The tipple, Upreeti claimed, will be better than its former kin not only in taste, but also in looks. GSM plans to modernise its bottling plant in Jaipur to replace the earlier manual packaging in plastic pouches. Jagmohan will now roll out in attractive quarter, half and full bottles from a modernised semi-automatic plant.
Upreeti said that the decision to replace pouches with bottles as part of a brand enhancement initiative was also influenced by environmental concerns.
The comeback has been made possible by the new excise policy for Rajasthan that came into effect earlier this year. Besides easing stiff regulation on production and sale, it promotes heritage liquors by classifying them under IMFL.
The policy has also enabled companies to mass-produce heritage liquors by procuring recipes from royal families that held them. One brand that has since been launched to popular demand is Somras, available in flavours such as elaichi (cardamom) and saunf (aniseed).
Now with Jagmohan entering the alehouse, it's going to be a long toast for old times' sake.