Mahabubnagar is seeing a noticeable change in liquor sales due to Andhra Pradesh’s new alcohol regulations. In Telangana’s border areas, particularly the former Mahabubnagar district, sales have dropped significantly. These areas border Kurnool and Guntur districts in AP.
Previously, border towns like Alampur and Macherla were popular with AP customers because of the differing liquor policies. In the past, under the leadership of Y.S. Jagan Mohan Reddy, AP sold liquor only through state-run outlets, offering limited brands, questionable quality, and high prices. As a result, many AP residents preferred buying liquor from Telangana, where they found more options at lower prices.
Now, with Chief Minister N. Chandrababu Naidu’s new policy, over 3,000 private vendors are licensed to sell liquor in AP. This has increased availability and lowered prices, though still a bit higher than in Telangana. Consequently, liquor sales in Telangana’s border towns have plunged by nearly 50%.
Narender, a resident from Kurnool near the Alampur border, has noticed that even though AP prices are lower, quality concerns persist. He estimates a small sales drop of 3-5% due to AP customers switching. Many still prefer Telangana liquor for its quality. In AP, some brands cost ₹10 more, leading to customer dissatisfaction.
Laxmikanth Reddy from Alampur remembers when the Pullur toll plaza was crowded with AP customers before 2024. Now, those crowds have diminished. He observes that sales at border shops have halved, with only 2-5% of AP customers still coming for better quality.
For shop owners in Mahabubnagar’s border areas, the change is significant. The once-thriving market, driven by AP customers, has shrunk. Only loyal customers seeking quality continue to visit. Despite Telangana’s advantage in brand variety and quality, AP’s competitive pricing and better access are shifting the dynamics. If this trend persists, liquor businesses along the Telangana-AP border might need to change strategies or face a decline in cross-border sales.
