Liquor stores were stocking up for the expected increase in sales during Diwali. The stores stocked up by 30% more inventory than normal days. This was because they anticipated record-breaking sales in 2025. However, the festive sales in Tamil Nadu proved remarkably accurate as Diwali 2025 witnessed a record of liquor sales worth INR 790 crore. Yes, you read that right! Of all regions, Madurai emerged as the leader, topping the sales chart with the highest liquor sales in the state.
Tamil Nadu State Marketing Corporation (TASMAC) liquor outlets in Tamil Nadu recorded a combined sales of INR 790 crore in October 2025 during the five-day Diwali period. The sales recorded in 2025 surpassed those of 2024, which were approximately INR 438 crore. The state saw a dramatic increase in its average daily sales, which is generally between INR 140 crore to 150 crore.
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Approximately 4,787 outlets are run under the Tamil Nadu State Marketing Corporation (TASMAC), and they generally experience a high rush during festive seasons, but this year’s Diwali was their highest.
The reason behind this is the increased tourism activities in the state, as well as the long weekend that came during the festive time. Another reason is the festive bonuses received by both government and private company employees, which brought in extra cash in their hands to spend. The extended break during the festival for the employees is also one of the reasons for the sudden boost in demand.
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Among all the regions in Tamil Nadu, Madurai witnessed the highest liquor sales. It recorded individual sales crossing INR 100 crore during the Diwali period, which is the highest in the state. Madurai has been consistently on the top of the sales chart. This is because of its large number of retail outlets as well as the festival celebration here.
Chennai, Tiruchirappalli, Coimbatore, and Salem followed Madurai in the given order respectfully. Chennai witnessed sales exceeding INR 90 crore over two days, while Tiruchirappalli’s sales increased over INR 80 crore. Salem and Coimbatore on the list saw almost similar impressive numbers. These numbers are a clear reflection of the strong demand that comes from both urban and semi-urban regions in Tamil Nadu.
The 2025 Diwali season brought in a solid rebound for Tamil Nadu’s liquor market. It had generated around INR 438 crore in a 2-days sales window in 2024. According to the earlier reports, TASMAC’s Diwali weekend sales in 2023 was INR 467 crore. The state’s liquor sales for the 2024–25 fiscal year has seen a continuous upward trend, with TASMAC, the revenue is seen exceeding INR 44,000 crore annually.
Liquor sales continue to represent a major revenue source for Tamil Nadu. However, for the government, festival season sales like Diwali provide an unimportant boost to state finances and employment stability in distribution networks.
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The 2025 Diwali festival showed Tamil Nadu’s strong retail demand with a record INR 790 crore in liquor sales. TASMAC’s strategy of stocking up with extra liquor and efficient distribution helped them gain record sales during the festive period of Diwali.
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