Big plans to market Neera as soft drink in TS

Hyderabad: Like liquor, the light sedated Neera will soon be made available thorough exclusive outlets to quench the thirst of the traditional drink lovers spread across Telangana.

Eyeing to generate revenue and also to create marketing facility to Neera (called as 'Palm Nector) produced in villages, the State Excise and Prohibition department has taken up a study on the economic feasibility of promoting Neera drink and decided to open outlets in all urban areas first .

On a pilot basis, a Neera store was already opened at the Necklace Road in Hyderabad. Neera is a sweet, translucent sap extracted from the inflorescence of various species of toddy palms and used as a drink.

At present, Neera as a drink is available in some states of Kerala, Maharashtra and Rajasthan. In countries like Indonesia, Sri Lanka and Cambodia, the drink is consumed during festivals and marriages.

Officials said that the government had recently announced the Neera Policy under which the drink will be processed and sell the same through exclusive counters in the identified areas.

The Excise department in coordination with the Tourism department has taken up the task of creation of processing, storage and marketing facility of the drink.

Since toddy-tappers (Goud community) were engaged in the extraction of the raw drink from palm trees, officials said that the entrepreneurs from the community will only be permitted to open the Neera outlets.

Besides making available the processed Neera in bottles, the government will also take up a campaign to educate people about the health benefits of the moderate consumption of Neera, officials said, adding that the collection, processing and pricing of the drink will be done in coordination with the toddy tappers.

The Excise department estimated Rs 200 to Rs 300 crore revenue generation through the sale of Neera annually if the marketing facility is created in a scientific manner.

The possibility of export of Neera to other states is also under study. The government will expand the Neera trade in a phased manner, the officials said.