The Maharashtra Government’s ‘Made in Maharashtra’ liquor policy, which mandates bars and permit rooms to stock at least 25% locally manufactured brands, has come under judicial scrutiny after the International Spirits and Wines Association of India (ISWA) moved the Bombay High Court challenging its validity.
The policy, notified on August 7, 2025, introduces a new category: Maharashtra Made Liquor (MML), with lower excise duty and capped pricing. Eligibility is restricted to producers headquartered in Maharashtra, with at least 25% State-based promoters and no foreign investment. The State says this measure aims to boost local manufacturing and revenue, while addressing market imbalance, where 64% of liquor production in 2024-25 came from just nine license holders linked to ISWA members.
Appearing for ISWA, senior advocates Darius Khambata and Rohan Shah argued that the mandate violates Article 14 and Article 19(1)(g) of the Constitution by creating an artificial classification and imposing stocking obligations.
“This is not about promoting choice; it is about compelling businesses to act against market demand,” Mr. Khambata submitted. ISWA represents global liquor majors including Pernod Ricard, Diageo, and Bacardi, which fear the policy will distort competition and restrict consumer choice.
