Dehradun: The Uttarakhand government has officially banned the manufacture and sale of the liquor brand ‘Trikal’, citing concerns over its name and religious significance. The decision comes amid growing controversy and misinformation circulating on social media, falsely linking the brand to Uttarakhand.
Legal action is underway against misinformation, ensuring strict regulation of liquor branding in the holy land of Uttarakhand, the land of Gods.
No approval for ‘Trikal’ in Uttarakhand
In a press release, State Excise Commissioner Harichandra Semwal clarified that no approval has been granted for the manufacture, registration, or sale of ‘Trikal’ whisky in the state. He emphasized that the Excise Department has never permitted such a brand and will not allow it in the future.
Semwal stated, “In Uttarakhand, the liquor brand named ‘Trikal’ or any similar name has neither been allowed nor will it be permitted in the future.” He further explained that the brand has been launched in other states, but any claims linking it to Uttarakhand are misleading and untrue.
Religious concerns & government action
Uttarakhand, often referred to as ‘Devbhoomi’ (Land of Gods), holds deep religious significance. The government has taken a firm stance against any liquor brand that uses names associated with gods, goddesses, or religious concepts, stating that such branding hurts the sentiments of the people.
The Excise Commissioner described the social media rumors as a well-planned conspiracy, aimed at spreading misinformation. In response, the Excise Department is taking legal action, including registering an FIR under cybercrime sections against those responsible for spreading false claims.
Public advisory & social media misinformation
Authorities have urged the public not to believe or share misleading news regarding the liquor brand. The government has assured that strict measures will be taken to prevent any unauthorized liquor brands from entering the state. Semwal reiterated, “No brand or product will be allowed to be sold in Uttarakhand that is associated with religious names or concepts.”
Industry & public reaction
The ban has sparked discussions among liquor manufacturers and traders, with some questioning the government’s intervention in branding decisions. However, religious groups and local communities have welcomed the move, praising the government for protecting cultural values. Meanwhile, the Excise Department continues to monitor the situation, ensuring that no misleading claims about ‘Trikal’ whisky affect Uttarakhand’s administrative and cultural integrity.
