On 11-12-2025, the Competition Commission of India (‘CCI’) issued a directive to 3 major liquor trade associations in Maharashtra, instructing them to immediately cease and desist from engaging in anti-competitive practices.
Key Highlights:
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The Directive was issued on 11-12-2025 under Section 27 of the Competition Act, 2002, in Case No. 43 of 20191.
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It orders three liquor trade associations in Maharashtra to halt anti-competitive practices. The associations named in the order are:
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Maharashtra Wine Merchants Association
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Pune District Wine Merchants Association
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Association of Progressive Liquor Vendors
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The proceedings originated from an information filed under Section 19(1)(a) of the Act, alleging that these associations collectively imposed restrictive conditions on manufacturers, distributors, and sellers of alcoholic beverages.
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These conditions covered a wide range of commercial terms, including:
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Retail margins and pricing
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New product launch schemes
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Transportation and delivery charges
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Cash discounts and credit periods
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Mandatory launch fees and donations
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After reviewing the evidence, including circulars and emails issued by the associations, the CCI concluded that these practices amounted to price-fixing and market control, violating Sections 3(3)(a) and 3(3)(b), read with Section 3(1) of the Act.
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The Commission also noted that the associations imposed mandatory No-Objection Certificates (NOCs) on alcoholic beverage manufacturers before launching new products, further restricting competition.
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All these actions undermine free market competition and influence the terms and conditions that should be independently determined by each enterprise.
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Under this Order, CCI has held the office-bearers of these Liquor Associations personally liable according to the provisions of Section 48 of the Act for facilitating these anti-competitive practices.