"Beeryani Beer" what next Dettol Chai!!!

Common sense is not common. Booze money is the engine that drives many states, including Telangana. One of the major reasons for Jagan Mohan Reddy’s rout in the Andhra Pradesh state assembly election was the allegation that "quality liquor from well-known companies” was not available during the YSCRCP rule.

Liquor is big business. The Telangana State Excise Department collected Rs 2639 crore without even selling a single bottle of liquor. This money came from 1.32 lakh non-refundable applications sold at Rs 2,00,000 each for the allotment of 2,620 liquor shops in the state.

The Congress government gave licenses to new companies to manufacture and market alcoholic products, including beer, in Telangana. One of the companies came out with the interesting brand name "Beeryani.”.

Yes, you heard it right. Beeryani is the bastardization of the word "biryani." Biryani is the most popular rice-flavoured mutton or chicken preparation in Telangana. And the company brands its beer “Beeryani”!. It is committing hara-kiri. The consumers will feel as if they are consuming spicy liquid biryani. 

A similar stunt was tried by Manikchand. Manikchand was a Gutka brand, and the company launched the wheat flour atta brand “Manikchand atta." 

Did the brand do well? Of course, it didn't. No self-respecting mother would make rotis with a flour named “Manikchand Atta’.

Simple marketing lesson. Don’t extend the brand too much. Nirma, the popular detergent company, launched a bath soap. It was not branded “Nirma bath soap.” It was named “Nima bath soap.”.

Keywords: Telangana liquor sales,  Jagan Mohan Reddy election defeat, Andhra Pradesh liquor availability, Telangana State Excise Department revenue, Liquor shop allotment Telangana, Beeryani beer brand, Biryani, and beer branding, Manikchand Atta marketing failure, Brand extension mistakes, Nirma and Nima bath soap branding, the Alcohol industry in Telangana, Congress government liquor licenses Telangana, Marketing lessons from branding failures, Consumer perception in branding, Liquor license applications Telangana