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Rajasthan's royal liqueurs a rage among commoners

         Jaipur: Rajasthan's liqueurs have now become a rage with the commoners. Rajasthan, home to many renowned royal families, is now offering a sip of the royal beverage along with its exotic palaces, magnificent forts and exquisite mansions. Made from natural ingredients like saffron, rose, dry fruits and honey, these flavoured drinks are rich in medicinal qualities as well. The recipe for these liqueurs has been sourced from historic records as various royal families have given their secret formulations to make these spirits a success. The families of Mewar, Marwar, Udaipur, Jodhpur, Bikaner, all have their unique liqueurs that have been brewed keeping in mind the climatic conditions of their surroundings.

          Launched by the state-run Ganganagar Sugar Mills, Royal Kesar Kasturi, Royal Jagmohan and Royal Chandrahaans, brew up a vibrant dose of the erstwhile regal era with their exotic concoctions. "We have launched 12 brands till now, four for winter, four for summer and four premium brands," said O P Yadav, Managing Director of Ganganagar Sugar Mills. "The primary response for our launch in Rajasthan has been great. All our summer brands have done well and we have registered 100 percent sales of our products," he added. These liqueurs, packed in designer coloured bottles, retain a regal charm and attract one with their striking splendour. But, the extraordinary ingredients and packaging all combine to make these brews a pricey affair. "Till now, we have only restricted ourselves to Rajasthan but, I am sure the day we move out of the state, we will face difficulty in catering to the demands of the outside customers," Yadav said. With a production capacity of 10,000 bottles per day, these regal drinks have already generated a business of 40 million rupees this season. The beverages are also available on the majestic 'Palace on Wheels'- the heritage train that travels through Rajasthan. Going by the popularity of these heritage liqueurs, plans are on to bring more of these drinks to commoners, the first in line for which is 'Royal Asha', also expescted to go down well with its common connoisseurs.
- September 21,  2007