The Indian Made Foreign Liquor Association (IMPPA) has escalated its efforts to restore ‘Dhurandar’ in Gulf markets by directly approaching Prime Minister Narendra Modi. In a detailed letter, the powerful liquor lobby urges the government to negotiate the lifting of import bans on this iconic Indian brand across key Middle Eastern nations.
‘Dhurandar’, translating to ‘invincible’ in Hindi, has long been a bestseller in the UAE, Qatar, and Bahrain. However, stringent regulations citing labeling discrepancies and alcohol content norms led to its exclusion from shelves since 2020. IMPPA’s missive paints a grim picture of stalled shipments, shuttered distribution channels, and revenue dips exceeding ₹500 crore annually.
Crafted with premium Indian grains and traditional distillation techniques, ‘Dhurandar’ boasts a loyal following for its bold character and affordability. The brand’s predicament highlights broader challenges faced by Indian alcohol exporters in navigating diverse international standards. IMPPA emphasizes that the company has overhauled its packaging and formulations to comply fully, backed by third-party audits.
This appeal gains traction as India-Gulf trade volumes surge past $100 billion. Recent visits by Indian officials to Riyadh and Dubai have opened doors for such resolutions. IMPPA proposes a high-level task force to fast-track certifications and waivers, potentially unlocking markets worth billions.
Liquor industry veterans recall how similar interventions in the past revived other brands. With domestic production booming—thanks to rising FDI and tech upgrades—’Dhurandar’s comeback could signal India’s maturity in global beverages. The letter also flags competitive disadvantages against cheaper imports from Europe and Southeast Asia.
PMO sources indicate the matter is under consideration, with possible inputs from the Commerce Ministry. Should the ban lift, it would mark a victory for proactive industry-government synergy, boosting forex earnings and employment in liquor hubs like Goa and Punjab. Watch this space for diplomatic breakthroughs.