Around 20 people have already lost their lives in Dhanusha district within a week due to the consumption of low-quality liquor. A comparable number is being treated for gastro-intestinal and other complications. The relatives of those who died or fell violently ill after consuming the adulterated alcohol are clamouring for stern action against the unscrupulous retailers, the “hooch racket” as well as the police officials who have turned a blind eye to the illegal trade. The local administration seems to have woken up from its slumber as it has arrested a slew of suspects and confiscated 700 litres of sub-par alcohol after recent round of deaths. But such once in a blue moon measure is not enough to take inferior alcohol off the market.

First and foremost, the unholy nexus between the brewers and sellers needs to be broken. And this will not be possible until the cops deployed to monitor alcohol outlets are sincere about their job. The lure of easy money seems irresistible to them. Hence until the cops are disciplined with tough punishment for their errant behaviour, the dismal scenario will hardly improve. The level of awareness about consumable goods also seems to be very poor among the people at the lower end of the economic ladder, who have no option but to rely on cheap and untested products. Hence only a comprehensive strategy that blends stiff punishment, social awareness and collective effort will help rein in this shady business.