'Insult to defence': Complaint lodged against popular Kerala liquor brand 'Jawan'

The brand is popular, especially among the lower and middle class sections of Kerala

An ex-serviceman reportedly approached the Kerala government seeking that the name of a popular rum in the state be changed because it hurt the sentiments of military personnel.

'Jawan', a popular rum in Kerala, doesn't seem to be popular among ex-servicemen, because of the name 'jawan'.

'Jawan XXX Rum', produced by Travancore Sugars and Chemicals Limited (TSCL), a public sector undertaking of the state, is a sought-after liquor, especially among the low-income groups in Kerala, as it is one of the cheapest rums sold in the state at Rs 600 for a litre.

Moreover, the brand is a state government product.

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Officials in the government said that the product was named 'Jawan' when it was launched over two decades ago, it was initially meant for military supply only. It was made available to the general public in retail, much later.

Currently, 8,000 cases of the 'Jawan' rum were produced a day by TSCL, which was earlier used to manufacture other brands of rum, as well as gin but only produce the rum with the contentious name.

Although the government sought an opinion from the state excise department about the renaming plea, officials said there have been similar petitions before, so the government was unlikely to entertain the latest one.

"There are liquor brands with names of many other professions too. Moreover, the 'Jawan' brand had already earned much popularity and business. Hence, there could also be vested interests for any campaigns against the brand," said a senior TSCL official.

Separately, a new liquor brand would hit the market soon, as a state public sector undertaking was trying to offer a new brandy, called 'Malabar Brandy'. The Malabar Distilleries Limited was expected to launch the new brandy in January 2023, officials informed.