Don't want an opponent in Ambalappuzha where sales are going strong; Consumerfed thwarts BEVCO's move to start outlet

ALAPPUZHA: A recent report has claimed that Consumerfed, under the Cooperative department, shifted its liquor store from Thottapally to Ambalapuzha to prevent the Beverages Corporation (BEVCO) from starting a new outlet in the region. Consumerfed found the land and started operations in Ambalappuzha as soon as it received a hint that the BEVCO was planning to start a new outlet after realizing the possibilities in the region.

The Beverages Corporation, which has 22 liquor outlets in Alappuzha district, currently has one shop closed in Alappuzha city. As an alternative to this, it made a move to open a new outlet in Ambalappuzha. On the other hand, Consumerfed only has two outlets in the district- one in Alappuzha city and the other in Thottappally. It is believed that almost 70 percent of "consumers" at the outlet in Thottappally are from Ambalappuzha and Purakkad regions. Consumerfed quickly acted and rented a shop for Rs 1 lakh per month in Ambalappuzha by foreseeing that its sales would be adversely affected if BEVCO opened an outlet in the region.

Liquor outlets in Alappuzha district
Consumerfed: 2
Beverages Corporation: 22