Assam’s ambitious plan to transform Guwahati and Dibrugarh into India’s concert capitals faces a major roadblock: the lack of clear policies enabling liquor sales at events. While Chief Minister Himanta Biswa Sarma announced this vision during the Advantage Assam 2.0 summit, industry experts argue that without streamlined liquor sale permits, the dream will remain unfulfilled.
ALSO READ: Public Confidence In GMC's Building Approval Process Is At A Low
The rise of the concert economy in Northeast India is evident, with neighbouring Meghalaya hosting top international artistes over the past six months. Events like the Shillong Cherry Blossom Festival have already positioned the state as a major player in the live music market. In contrast, Assam is only now making efforts to catch up. However, the inability of event organisers to obtain liquor licenses is proving to be a significant obstacle.
For large-scale concerts to succeed, venues and infrastructure are crucial, but so is creating an environment that encourages audience participation and engagement. Industry stakeholders stress that liquor sales are a vital revenue stream for event organisers, helping offset high production costs and attract premium sponsors. However, obtaining a liquor license remains an uphill battle due to bureaucratic red tape and unclear policies.
Guwahati Superintendent of Excise, Debajit Nath, stated that organisers can apply for a one-day On Shop (bar) license for events, and such permits are issued if all legal criteria are met. However, another Excise department official revealed that most organisers fail to secure the necessary No Objection Certificate (NOC) from the police, which is mandatory for liquor permits.
A senior Assam Police official, speaking anonymously, admitted that issuing NOCs for liquor sales at events is handled on a case-by-case basis, prioritising law and order considerations. He added that the absence of clear government directives makes it difficult for the police to grant approvals consistently. "If the government provides specific guidelines, we will follow them, but currently, there is no standardised policy," he said.
In contrast, traditional events like the Brahmaputra Carnival by Assam Tourism Department and various trade fairs in Assam already allow the sale of local alcoholic beverages. This raises questions about why music concerts and other events are being denied the same opportunity. Industry insiders argue that Assam’s concert capital vision will remain a distant dream unless the government formulates a clear and supportive liquor policy.
Without enabling liquor sales at venues, Assam risks losing out to Meghalaya, which has already captured a significant share of the concert economy in the region. A well-defined strategy, streamlined licensing process, and cooperation between excise and police departments are essential to turning Guwahati into major event and concert hub. If Assam truly wants to establish Guwahati as the concert capital of India, resolving the liquor permit issue must be a top priority.
Sources in the Tourism Department informed GPlus that one of the leading concert organisers of India, Sun Burn, sought permission to host the upcoming concert of Alan Walker in Guwahati at a large public facility in the city, but due to ambiguity of liquor permission, they are now considering a private resort on the outskirts of the city for their event in April.
Concert tourism is a far-fetched dream for Assam, where a neighbouring state like Meghalaya is outbidding for international artistes and offering not just infrastructure and security, but also adequate hotel rooms and experience opportunities through a much favourable policy. On the contrary, Assam's Excise and Tourism policies need an overhaul if the state has to achieve the Assam chief minister's vision of making Guwahati a concert capital, said a city-based event management company owner.
The government needs to understand the taste, choices and preferences of the audience who'll drive the concert economy, which is best understood by the entrepreneurs and agencies in the business and it cannot be dictated by a few bureaucrats who may have a very limited view on the subject and a very biased approach. The market has changed significantly post Covid and consumers and revellers are spending on travel and experiences which have to be now competed at a global level and the conservative approach of the government may only be a hindrance. We want Guwahati to host a lot of events, festivals and concerts offering a wholesome experience to not just the people of the region but also drive tourism from the rest of the world. Classic examples in this regard are the Ziro Music Festival of Arunachal Pradesh and the many concerts in Meghalaya.
