Chandigarh liquor shop owner booked for free 'daaru langar' in Sector 9
Synopsis
A Chandigarh liquor vendor's attempt to market a new brand by handing out free alcohol-laced ice cones on a public street backfired spectacularly — an FIR has been filed, the Deputy Commissioner has summoned all licensees, and the Excise Department is now rolling out real-time stock monitoring. The 'daaru langar' stunt may have gone viral, but it has also triggered the strictest excise compliance push the city has seen in recent memory.
Key Takeaways
Liquor vend owner Rajesh Sachdeva of Sector 9, Chandigarh was booked under the Punjab Excise Act, 1914 and Section 61(2) of the BNS for distributing free alcohol-infused ice cones publicly.
The promotional event, dubbed 'daaru ka langar' and 'sharab ka baraf ka gola' , went viral on social media this week.
Deputy Commissioner Nishant Kumar Yadav convened an emergency meeting of all liquor licensees on Tuesday to review excise compliance.
The administration warned that licences of violators will be cancelled and offenders may be blacklisted from future licensing processes.
The Excise Department has introduced a real-time stock updation system for greater transparency across liquor vends.
A Chandigarh liquor shop owner has been booked by police after a promotional event in the city's upscale Sector 9 market drew widespread outrage on social media — with the vendor distributing free liquor-dipped ice cones to passers-by in what was billed as a 'sharab ka baraf ka gola' or 'daaru ka langar'. The incident came to light this week and triggered swift action from the local administration.
What Happened
The liquor vend organised the public promotional event to market a newly launched liquor brand, offering free alcohol-infused ice cones on the street. The stunt, framed as a festive-style 'langar', went viral on social media platforms, drawing sharp criticism for openly serving alcohol at a public place in violation of excise norms.
Police subsequently registered a First Information Report (FIR) against vend owner Rajesh Sachdeva under provisions of the Punjab Excise Act, 1914, and Section 61(2) of the Bharatiya Nyaya Sanhita (BNS).
Administration Acts: DC Calls Emergency Meeting
Taking cognisance of the viral video, Deputy Commissioner Nishant Kumar Yadav on Tuesday convened an emergency meeting of all liquor licence holders in Chandigarh to review compliance with the city's Excise Policy. Yadav, who also serves as Excise Commissioner, informed licensees that an FIR had already been registered and that strict action was underway.
He issued a categorical warning that violation of any provision of the Excise Policy would not be tolerated under any circumstances. The Deputy Commissioner further stated that the Excise Department would not hesitate to cancel licences of violators and could also blacklist them from future allotment and licensing processes.
Pricing Compliance and New Monitoring System
At the meeting, Yadav directed all licensees to strictly adhere to the prescribed minimum sale price of liquor. Any deviation from the notified pricing structure, he warned, would invite stringent penal action under the relevant excise provisions.
The Excise Department also announced the introduction of a real-time stock updation system to ensure more effective monitoring and greater transparency across liquor vends in the city.
Wider Context
The incident highlights a recurring tension in Indian cities between aggressive brand-promotion tactics by liquor vendors and the regulatory guardrails of state excise policy. Chandigarh, as a Union Territory, operates under a distinct excise framework, making public distribution of alcohol — even as a promotional gimmick — a clear legal violation. This is not the first time social-media-amplified excise violations have prompted administrative crackdowns in north India; similar incidents in Punjab and Haryana have previously led to licence cancellations.
With the Excise Department now deploying real-time stock tracking, vendors across Chandigarh face heightened scrutiny going forward.
Point of View
A licensee-wide meeting, and a real-time monitoring rollout, all within days of a video going viral. That sequencing suggests the Chandigarh administration was already under pressure over excise compliance and used this incident as a trigger for a broader crackdown. The blacklisting threat, if enforced, would be a meaningful deterrent — but enforcement consistency across future cycles is what will determine whether this is a genuine policy shift or a one-news-cycle response.
NationPress
16 Jul 2026
Frequently Asked Questions
What was the 'daaru ka langar' incident in Chandigarh?
A liquor shop in Chandigarh's Sector 9 market organised a public promotional event where free alcohol-dipped ice cones were distributed to passers-by to market a newly launched liquor brand. The event, dubbed 'daaru ka langar' and 'sharab ka baraf ka gola', went viral on social media and prompted police and excise action.
Who has been booked in the Chandigarh liquor promotion case?
Vend owner Rajesh Sachdeva has been booked under the Punjab Excise Act, 1914, and Section 61(2) of the Bharatiya Nyaya Sanhita (BNS). A First Information Report was registered following the viral spread of the promotional video.
What action did the Chandigarh administration take?
Deputy Commissioner Nishant Kumar Yadav called an emergency meeting of all liquor licensees on Tuesday, warning that licences of violators would be cancelled and offenders could be blacklisted from future licensing processes. The Excise Department also announced a new real-time stock monitoring system.
What are the legal consequences for liquor vendors who violate Chandigarh's excise policy?
Violators face FIR registration, licence cancellation, and potential blacklisting from future allotment and licensing processes under Chandigarh's Excise Policy. Vendors deviating from the prescribed minimum sale price also face stringent penal action.
Why is public distribution of alcohol a violation in Chandigarh?
Chandigarh, as a Union Territory, operates under a distinct excise framework — the Punjab Excise Act, 1914 — which prohibits the public distribution or serving of alcohol outside licensed premises. Promotional giveaways that involve actual liquor consumption in public spaces are a clear breach of these regulations.
