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Raja Mukherji

The writer has been part of India’s alcobev sector since 2001, beginning as Sales Controller for UDV after moving from The Coca-Cola Company, and later serving as CEO of the JV of AB InBev India. He has held leadership roles both within and beyond the industry, and now heads a boutique consultancy, advising clients such as United Spirits Ltd. and previously Thales India.

Prohibition in a changing world: Time for India to rethink

Prohibition in a changing world: Time for India to rethink

ByRaja Mukherji

India’s prohibition laws, rooted in Gandhian ideals, remain fraught with contradictions. As Gujarat opens alcohol sales in GIFT City and Saudi Arabia eases its ban, India clings to outdated restrictions. The costs—economic losses, illicit trade, and human tragedies—demand a pragmatic national alcohol policy built on regulation, not prohibition.

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