Heritage liquor in Rajasthan

Significance
Rajasthan is one of the most charming and captivating states of India. It is globally famous for its cultural and heritage attractions. The state is culturally and historically rich and draws a large number of tourists from all over the world towards it. Rajasthan State in its present form came into existence after resumptions of jagirs/princely states. The traditions of making Liquors using various rare and medicinally useful herbs, spices, fruits etc. enjoyed patronage of the rules. Many 'Thikanas' being prominent amongst taken Manesar (Jhunjhunu ) Devgarh were well known for such brews. Some of such drinks are still in circulations under the brand names Kesar Kasturi, Asha, Jagmohan . With a view to sustain propagation's of knowledge relating to manufacture of such brews, generate employment and provide flip to tourism, state government have framed a different set of rules to govern manufacture of `Heritage Liquor.'

Objective
1. To study about heritage liquor 2. Specialty of heritage liquor 3. To understand that the launch of these heritage liquors is an attempt to link it with the rich history and heritage value of Rajasthan.

Introduction
Mahansar (Sometimes written as Mehansar) is a village situated at the border of district Jhunjhunu, Sikar and Churu , once the part of Panchpana estate of Maharao Shardul Singh Ji, Mehansar was awarded to Thakur Nahar Singh Ji who built the Mahansar fort in year 1768. The trading activity of ornaments and other valuables was at a high in ancient times in Mahansar, although with the migration of trading community to bigger cities the activity has also stopped. However Mahansar has maintained its heritage liquor brewing tradition, today the heritage liquor made with old royal formulas is famous across the world. The main attraction of this particular village of Shekhawati is the Royal Heritage Liquor. The royal scion Mr. Rajendra Singh Shekhawat has nurtured the traditional drink by preserving the recipe. Today the Mahansar brew is producesd under Heritage Liquor brand. This heritage drink is purely made from herbal produces, ghee and dry fruits. One cannot easily forget the taste and blend of the heritage liquor easily. Mahansar is directly connected through railways and road both. The nearest towns are Churu (18 KM) and Jhunjhunu (40 KM). Churu is direclty connected with New Delhi through rail. The nearest airport is Jaipur International Airport (250 KM).

Heritage liquor Heritage Liquor' means alcoholic beverages prepared with such herbs or spices and in the manner approved by Excise Commissioner from time to time. Presently it is classified as 'Heritage Liquor' and attracts Excise Duty as IMFL. Before Independence, every royal family in Rajasthan had its own brand of liquor. But when the Rajasthan Excise Act came into force in 1952, the blue booze was banned. In 1998 the ban was lifted and production allowed under the desi liquor category. But many of the brands, though popular, contained almost 80 per cent alcohol. Liquors from the houses of Jodhpur, Jaipur and western Rajasthan will lead this royal challenge . In Rajasthan, Mahansar, a powerful riyasat till Independence, is almost synonymous with heritage liquor. The quality of liquor distilled by the people of Mahansar (despite the ban) is considered at par with top international brands and is in great demand among connoisseurs. Such is its popularity that during any election, Mahansar, nearly 200 km from Jaipur, is the first port of call for netas whose journey to the ballot goes through the bottle. Shekhawat has offered three of the best Mahansar brands for production, and sensing the potential, he has secured a patent on the Mahansar brand name. The Mahansars have also launched a separate company to produce their own brand of liquor, using a treasure troveof more than 150 liqueur and cocktail recipes left behind by their ancestors. Rajasthan State Ganganagar Sugar Mills Ltd. is one of the oldest State Undertaking in the State of Rajasthan. RSGSML started production of Royal Heritage Liqueur in 2006 based on old recipes of erstwhile princely states. The production of Royal Heritage Liqueurs is carried out at Royal Heritage Liqueur Distillery, Jhotwara (Jaipur), a unit of Rajasthan Ganganager Sugar Mills Ltd with state of art, technology and semi-automatic plant having R.O Plant for purification of water in order to have quality water for use in the production of Royal Heritage Liqueur. The process of fermentation and distillation of the Heritage Liqueurs has also been kept similar to the process adopted by the, then Rulers/ Thikanedars, i.e earthen pots, copper and brass utensils were used to these liqueurs. In those days there was a different department for liquors. These types of liquors were prepared, Ikbara, Dobara and Asaav. Ikbara liquors were prepared for common man, Dobara for officers and higher middle class population and Asaav was prepared for Rulers, Princes and royal families. The spices, dairy products, saffron, Sugar and herbs being used as essential ingredients for manufacturing of the Royal Heritage Liqueurs have super-fine Extra Neutral Alcohol (ENA) is used for soaking spices in the copper utensils and

after soaking in these pots for 3- 7 days depending upon requirement it is filtered and distilled in a pot still. To identify with Rajasthani symbols, one of the liquor bottles has a cap shaped like a Rajasthani pagdi and another one has a crown shaped like a katar The Company has launched eight brands of Royal Heritage Liqueurs i.e. Royal Kesar Kasturi, Royal Jagmohan, Royal Chandrahas, Hass, Mawalin, Royal Ellaichi, Royal Rose, Royal Apple Orange and Royal Saunf. Royal Kasturi would be made of 21 spices, Royal Jagmohan would be a mix of 27 herbal spices, and Royal Chnandrahas would contain 76 different spices while Mawali would be a mix of 39 spices. Since this liquor is made of rich ingredients it is going to be slightly costlier and the price range would start from rupees 500 to 1,800 (about 12 to 40 dollars) a bottle. To woo customers and to compete with other stable brands in the market, designing and packaging of bottle is also going to be unique and attractive. The distillery has a capacity to produce around 5,000 bottles a day. To maintain the royal taste, the distillery has taken a copyright of the manufacturing formulae from the various royal families of Rajasthan. Since it is heritage liquor to maintain the original taste, the entire process and recipe of all the drinks are going to be the same as was in the past. Copper and teakwood tanks are being used for fermentation to maintain the original flavor. Mahansar Gulab Saunf, orange, rose, mint and ginger under the brand names Royal Mahansar, Maharani Mahansar and Maharaja Mahansar Sodawas Mawalin Made from dates, dry fruits and two dozen spices Kanota Chandrahas Made from nearly 165 spices, kesar, awlah and dry fruits Shyopur Narangi Ginger and pineapple flavours, made from fruits and two dozen spices

Methodology
I will prefer interview and filling of questionnaire to ensure and encourage frank responses to the questions. While framing a questionnaire I will try to list a series of questions, which can provide me the needed information. For study purpose I also keep in mind the respondents understanding capacity, ability to recall the information and his experience limits. I will not include those questions, which can have misconceptions and promote non-co-operation.

SOURCE OF DATA
Source of data is classified in to two categories: 1. Primary data 2. Secondary data

PRIMARY DATA

Primary data do not exist in records and publication. The researcher has to gather primary data afresh for the specific study under taken by him. Market researchers are interested in primary data about demographic/ socio economic characteristics, attitude / opinions / interests, motivation and behavior. Three basic means of primary data: 1. Observation 2. Survey 3. Experiment SECONDARY DATA The data referred to those, which gathered for some other purpose and are already available in the firm initial records and commercial, trade or government publications are secondary data. Sources of secondary data 1. Published of secondary data. 2. Government publication. 3. Specialized libraries 4. General library research sources Sample Size: I used 50 respondents for my research report. METHOD OF DATA COLLECTION: For getting the results of my research I used method which is questionnaire method that is under primary data A questionnaire (also known as self-administered survey) is a type of statistical survey handed out in paper form usually to a specific demographic to gather information in order to provide better service or goods. The questionnaire was invented by Sir Francis Galton Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some Demographic groups conducting a survey by questionnaire may not be practical.

A questionnaire consists of many types of questions, like direct question, in direct question, open-ended question (free answer question), and close ended question. In this report open and close-ended questions are used. The method was discussed questioning. Each person was asked a set of question in given order and answer is limited to a list of alternative. The studies are descriptive in nature. It is connected to study the present state of affair as it exists. The open study tries to explore the system at present and report on it. Why questionnaire methods has been adopted 1. It is versatile 2. Ideas related to the problem and its solution can be finding by asking the people involved in various industries. 3. Knowledge, opinions, and intention of people involved can be easily founded. 4. It is usually faster and cheaper than other methods. It involves control over the data gathering activities as compare to other method. Executives were asked to make decisions that will build the compensation strategy for this company. The purpose of using a fictitious example is to uncover their likely choices on compensation strategy within real companies. The main purpose of this research was to provide a descriptive study for the compensation strategy choices and orientations of executives.

Bibliography 1. 2. 3. 4. 5. www.rajexcise.net/web/misc_heritage.htm www.rajexcise.gov.in/Heritage-Liqueur.aspx www.indiatraveltimes.com www.agrasen.blogspot.in www.shekhawati.in/mahansar/