Eluru declared illicit liquor-free district

With the successful eradication of illicit liquor production and sales in 140 identified villages, Eluru district has been officially declared an illicit liquor-free district. On the occasion, District Collector K. Vetri Selvi unveiled awareness posters at the local Collectorate on Tuesday.

Speaking at the event, the Collector said that a resolution was taken to completely eliminate illicit liquor production in 140 villages falling under five excise station limits within the district. As part of this, over the past four months, the Eluru Prohibition and Excise Department, with the support of the police, Revenue, and other departments, conducted awareness campaigns, she said.

The campaigns targeted both producers and consumers of illicit liquor, took enforcement actions, and provided alternative employment opportunities to former brewers. These coordinated efforts have made it possible to declare Eluru an illicit liquor-free district, she added.

However, the Collector clarified that only with continuous monitoring can this achievement be sustained. She warned that if illicit liquor is manufactured or sold again, either in the identified villages or elsewhere in the district, strict legal action would be taken against the culprits.

She directed officials to intensify raids to ensure the complete absence of illicit liquor in all areas of the district and to raise widespread public awareness, particularly by promoting the toll-free number 14405. Banners should be displayed at liquor shops and other public places, she added.

The Collector appealed to the public to immediately report about illicit liquor production or sales to the toll-free number 14405. Under the alternate livelihood programme for the eradication of illicit liquor, loans totalling ₹31.40 lakhs have been disbursed to 40 eligible beneficiaries. She also instructed officials to conduct monthly review meetings to monitor and evaluate the implementation of the rehabilitation programmes.

The meeting was attended by Deputy Commissioner of Prohibition and Excise B. Srilatha, Assistant Commissioner of Prohibition, Excise and Enforcement K.V.S. Prabhukumar, District Prohibition and Excise Officer A. Avulayya, Eluru DSP D. Shravan Kumar, and several other excise officials and staff.