Holy Waters and Dry Sandsa

While Madhya Pradesh’s liquor prohibition diktat around religious sites is a commendable nod to the state’s historical and spiritual legacy, the ban risks being a financial albatross.

Madhya Pradesh

In marking the 300th birth anniversary of Ahilyabai Holkar, the 18th century ruler remembered as much for her piety as her governance, Madhya Pradesh Chief Minister Mohan Yadav made an announcement that resonated with history and politics alike. Liquor sales would be prohibited in 17 religious towns, including Ujjain, Omkareshwar and Chitrakoot. While ostensibly a tribute to the legendary Maratha queen, the move also highlights the Madhya Pradesh government’s efforts to preserve the sanctity of its religious and cultural heritage.

This prohibition, though controversial, carries undeniable positives. By curbing the availability of alcohol in these towns, the state government aims to create an environment more conducive to spiritual reflection, pilgrimage, and cultural tourism. Such measures could enhance the reputation of Madhya Pradesh’s holy sites as sanctuaries of peace, untouched by the disruptions often associated with alcohol consumption. Moreover, it reflects a renewed commitment to protecting the historical and religious significance of these places, which have long drawn visitors from across the globe.

And yet, Madhya Pradesh’s prohibition experiments date back decades, rooted in an uneasy blend of populism, religious sentiment, and public health advocacy. In the 1990s, then-Chief Minister Digvijaya Singh made a bold attempt to curb alcoholism by introducing a community-driven policy. Liquor shops could be shut down if more than half the women in a locality demanded it. The move garnered applause from women’s groups battling domestic violence and poverty. But its lofty ideals soon crumbled under the weight of poor enforcement, causing a surge in illicit brewing and smuggling networks.

Fast forward to 2017, when Shivraj Singh Chouhan, Yadav’s predecessor, rode a wave of anti-alcohol sentiment during his Narmada Sewa Yatra. Chouhan banned liquor sales within five kilometres of the Narmada river, framing his crusade as a moral duty to protect women, who formed a key voting bloc. His rhetoric cast him as a paternalistic protector, appealing to rural households scarred by alcoholism. Yet, like Singh before him, Chouhan stopped short of enforcing a statewide ban, wary of the fiscal repercussions and the logistical nightmare of implementation.

Beyond its moral and electoral calculus, the prohibition policy underscores the state’s efforts to safeguard its unique heritage. Madhya Pradesh boasts some of India’s most iconic cultural and historical sites, including the UNESCO World Heritage Sites of Khajuraho and Sanchi. The ban aligns with efforts to promote these destinations as serene and spiritually enriching experiences.

Take Orchha, for instance, a town steeped in Bundela history, with its magnificent cenotaphs and the exquisite Raja Mahal, which draw tourists and pilgrims alike. Or Maheshwar, revered for its association with Ahilyabai Holkar herself, where visitors flock to marvel at its intricately carved ghats and ancient temples by the Narmada. The city’s reputation for handwoven Maheshwari sarees further adds to its cultural allure.

Khajuraho, meanwhile, stands as a testament to India’s architectural and artistic brilliance. Its intricately carved temples, depicting scenes of love and divinity, attract thousands of visitors every year. Omkareshwar, a Jyotirlinga site, and Ujjain, home to the Mahakaleshwar temple, are central to Hindu pilgrimage. Gwalior’s towering fort and rich history, too, make it a crown jewel of Madhya Pradesh.

That said, prohibition is a fiscal albatross. Alcohol sales contribute a staggering 15 percent to Madhya Pradesh’s revenue, with excise earnings reaching Rs.13,590 crore in 2023 alone. Banning liquor risks creating a gaping hole in the state’s coffers, undermining welfare schemes that the same voter base depends on.

Of the 10 states that imposed liquor bans after Independence including Gujarat, Kerala and Tamil Nadu, most eventually lifted them due to economic and enforcement challenges. Bihar and Gujarat remain exceptions, though both have faced rising illicit trade and revenue losses. Madhya Pradesh, with its large tribal population and deeply entrenched brewing traditions, faces an even steeper climb.