Why is all desi liquour named after Bollywood actresses?

The State water resources and irrigation minister of Mahrashtra, Girish Mahajan on Sunday suggested that the liquor industry should give brands women's names. The minister made the comment at an event organised by a sugar factory in Nandurbar district. He even cited the example of tobacco products to make his case; how zarda was sold under the names of women like Suman and Kamal. This was the reason they had good sales and the liquor industry should also follow suit.

"If you try this method your sales will definitely increase," said Mr Mahajan as the audience were laughing. He even mentioned the names of brands like Bobby and Julie.

He wasn't entirely wrong.

Mahajan's idea actually has proven to be true. A journey along the highways of Uttar Pradesh, Madhya Pradesh or even Assam will give you a glimpse of roadside eateries, small dhabas that cater exclusively to truck drivers. These drivers, mostly from Northern India travel hundreds of kilometres across the country and unwind at these dhabas.

It's not just food that they crave, but if possible, desi daaru or even female company. The latter might not be available, but desi daaru with tempting names like Shilpa and Madhuri can be ensured. With garma garam roti, subzi and maybe chicken and chakhna, a bottle of orange colour Shilpa might put fancy dinners at fancy hotels to shame. It is said even high quality scotch will pale in front of Shilpa's smooth taste.

'If Maharaja doesn't work, name the liquor Maharani'

After all, the belief is that only men drink alcohol. Drinking alcohol has always been associated with 'mardangi'. Your capacity to hold liquor has a direct correlation with one's manhood. And in rural spaces or even urban ones, hitting women or abusing them verbally or sexually after drinking then becomes a perfect excuse.You can blame it all on the alcohol.

Gulaabo, Kashish, Angoori, and Noorie

No these are not merely names of women or terms used to describe the names of women. They are legit names of alcohol, found from Delhi to Uttar Pradesh to Madhya Pradesh. Most of these are extremely potent and might not be distilled.

The fact that 30% of the liquor market in India is controlled by desi daaru talks a lot about preferences and drinking habits.

Sharaab aur shabab (and kebab maybe)

Sharab (alcohol) and shabab (a young, beautiful woman) are terms almost never used without each other- they are not independent of each other. Within the culture of 'becoming' a man, sharab and shabab are the main requirements. Shabab might not be so easily 'available.' But sharaab is, from Bebo to Madhuri can be available for consumption.

(Kebab is subject to preferences of food and has relation to manhood as such. So it is unimportant to an extent.)

Since female company cannot be availed easily, alcohol with names like Bebo and Madhuri provide second hand pleasure. These are epitomes of beauty and sensuality. And women are usually meant to be consumed.This makes the naming of desi daaru after women such a problematic act in itself. It gives the idea that consumption of women is natural, much like that of desi daaru. That's why woman with spunk or energy are often compared to the burning taste of alcohol.Also, remember the song from Cocktail (2012)? Chadhi mujhe yaari teri aisi jaise daaru desi? There you go.

Is it then a surprise that shabab and sharab are such companions in our everyday language?

Mahajan's comment only brings out what has always existed- the policy of drinking being a strictly male activity. Women drinking alcohol or even buying it is usually the subject of viral videos while men drinking alcohol is a test of his masculinity.

As such, Mahajan's advice is not completely out of place, is it?