Spirits in a box: Why new liquor shops in Noida are in a container
Under the new policy, introduced on Feb 13, licensees are allowed to set up prefabricated containers for shops on private or govt land, provided they met the guidelines under UP Excise Shops Number and Location (Amended) Rules, 1968. Clause 5.16 (17) of the new policy specifically permits such setups in urban and industrial authority zones, including Noida, Greater Noida, YEIDA and Mandi Samiti, against a rent fixed by local officials.
District excise officer Subodh Kumar said the move aims to curb illegal, makeshift operations and bring them under a regulated, tax-paying framework. "Haryana has already implemented this model. We saw vendors in UP starting to do the same informally, which led to revenue loss. Legalising it helps the govt ensure proper tax collection," he said.
In Gautam Budh Nagar alone, 16 out of the 501 new liquor licences issued this year opted for container setups — 12 in Noida and four in Greater Noida.
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However, turning policy into practice has proven complicated. Zoning restrictions, reluctance from landlords, and rising rental prices have left many licensees struggling to find appropriate commercial space. "There's a shortage of commercial units in Noida, and landlords are often unwilling to rent to liquor vendors. Some demand exorbitant prices, others outright refuse," Kumar added.
To ease implementation, the district magistrate wrote to Noida and Greater Noida authorities in May, urging them to identify suitable plots for prefabricated liquor outlets.
But no formal response has been received, according to officials, although informal discussions are ongoing.
A first-time licensee, who previously ran a shop in Lucknow's Hazratganj, said he was forced to rent land from a farmhouse owner at Rs 75,000 per month. "Every commercial unit I checked was within 50 metres of a residential building, which is against the rules. I applied to the Authority for permission to install a container, offering to pay rent.
But when no reply came, I had no choice but to use a private plot," he said.
Similar stories are emerging from Greater Noida. In Delta 1, another vendor found refuge on a commercial plot owned by a private builder near the metro station. "In April, when I was supposed to start operations, I couldn't find a space. Eventually, I set up the container on private land after reaching an agreement with the builder," he said. Despite the early hurdles, the move has long-term potential.
Greater Noida Authority's additional CEO Prerna Singh said the matter will be taken up at the next board meeting.
"We are looking at the policy's revenue potential. Prefabricated shops can be a regulated source of income for the Authority. We will explore incorporating these provisions into our bylaws."
Excise officials stress that licensees are not just traders but partners in ensuring state revenue. "For every Rs 1 lakh in liquor sales, Rs 70,000 goes to the govt," said a vendor. "We want to comply — but the system has to work with us." While the policy offers greater flexibility to vendors and promises more revenue for the state, it has not been without friction on the ground. Earlier this week, Noida Authority dismantled a container-based liquor shop in Sector 129 following complaints from residents.
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