Tasmac's Online Liquor Sales Launch Stumbles with Technical Glitches

The Tamil Nadu State Marketing Corporation (Tasmac) launched its online liquor sales platform on Friday, recording approximately 700 bookings and sales worth nearly ₹7 lakh on the first day. However, the rollout was marred by technical glitches and logistical challenges, leading to disruptions at retail outlets.

Technical Issues Disrupt Counter Sales

Salesmen at Tasmac shops reported that machines frequently froze, delaying both online order processing and regular counter sales. “It was really difficult to manage the situation. Each shop should have a dedicated person handling online orders, similar to restaurants that have separate staff for food delivery,” suggested a salesman.

Customers also encountered delays. S. Suraj, who booked liquor online, said the process was cumbersome. “I booked a particular brand and made the payment, but the booking process took time. I could have simply gone to the counter and picked up the bottles. That would have been much quicker,” he said.

Broken Bottles and Customer Concerns

Some customers reported receiving damaged goods. In one case, a customer found a bottle broken at the time of pickup. According to shop staff, the box containing the bottle had not been opened for nearly six months, and the damage went unnoticed.

Calls for Age Verification and Dedicated Staff

Customers have raised concerns about the lack of robust age verification mechanisms. While the website requires users to confirm they are at least 21 years old and enable location access, some suggested that uploading an ID proof online and presenting the same ID during pickup would ensure better compliance.

Additionally, the absence of dedicated staff to handle online orders has been flagged as a major issue. Long queues at regular counters grew as salesmen struggled to juggle both online and offline customers.

How the Platform Works

The Tasmac portal allows users to locate shops, check stock availability, and place orders by selecting products, entering personal details, and verifying their identity through an OTP sent to their registered mobile number. Payments are currently limited to UPI transactions.

The platform also includes a grievance section where customers can report issues such as MRP violations, product quality concerns, staff behaviour, shop infrastructure, and stock shortages. Supporting photographic evidence can be uploaded through the portal.

A Crucial Revenue Stream

Tasmac, a significant revenue generator for the Tamil Nadu government, earns around ₹150 crore daily from liquor sales through its extensive retail network. The online sales initiative aims to modernize its operations and enhance customer convenience, but the initial hiccups highlight the need for smoother implementation.

The mixed response to the first day of online sales underscores the challenges of transitioning to digital platforms while maintaining efficient offline operations.

Source: The Hindu