The Delhi High Court has recently, vide an order, permitted Shaw Wallace to sell Royal Challenge in the Delhi market as per the earlier rate of Rs 1,400 per quart case ex-distillery price (EDP).

On December 22, 2000, the Delhi Excise Commissioner had issued a notice to the Shaw Wallace-owned Central Distilleries & Breweries Ltd (CDBL), which has been given the licence for selling the brand in Delhi. The notice asked Shaw Wallace to reduce the EDP from Rs 1,400 to Rs 1,003 per quart case. But the company had declared that it would not be economically viable to sell the product at the price prescribed by the Delhi excise department. Hence, despite a strong market in Delhi, the company was forced to withdraw its brand. Shaw Wallace had subsequently filed a petition in the Delhi High Court against the order of the excise department. According to company sources, "On February 27, 2001, the division bench comprising Justice Arun Kumar and Justice AK Sikri permitted the petitioner to continue to sell its product in the Delhi market as per the earlier rate of Rs 1,400 per quart case EDP. The court has also given the order to the Delhi finance commissioner that Shaw Wallace's pending appeal before the Delhiexcise department is to be disposed of within a period of three months."

"In Delhi, Royal Challenge is the undisputed leader with a 65 per cent market share in the premium whiskey category and all over India the brand accounts for around 70 per cent market share. The government gets a revenue of Rs 360 per case. Being a quality product, the company cannot afford to slash down its price. After a gap of over one month , the company is once again ready to shake the Delhi market with renewed vigour." sources said.

... to sponsor polo tournament
Liquor major Shaw Wallace & Co Ltd is sponsoring the 56th Annual Horse Show and Polo tournament being organised by Amateur Riders Club and headquarters of armies of Maharashtra and Gujarat area at the Royal Western India Turf Club, Mumbai from March 4 to April 2, 2001. The event is being hosted by Antiquity, the leading whiskey in the super premium segment from Shaw Wallace. The tournament also includes the Antiquity Trophy 2001 which will be played between March 19 to 24.