State-run liquor outlets in Kerala have more than 50 percent female sales staff

In a development that is sure to grab attention, women now account for more than 50% of the workforce at Kerala State Beverages Corporation (BEVCO), the state-run liquor retail chain. This can be looked upon as a significant shift in societal norms, as women take up roles traditionally dominated by men in India's first known instance of women working as sales staff in liquor outlets.

One of these women workers, Leena, who has been a salesperson at a BEVCO store in Thiruvananthapuram for two years, initially had reservations about the job. "Initially, I was very worried, as we all considered it a problem. But after six months of working, I started enjoying the job, and we hardly encountered any problems," she told PTI.

This progress wasn't without its challenges. Many women and their families were hesitant about working in liquor outlets, but it was the women themselves who fought for the right to be employed at BEVCO.

"Ten years ago, women went to court and won their rights to work in BEVCO. Earlier, women were not recruited to work in liquor outlets, and the court directed the government to recruit women as well. Now women comprise more than 50 per cent of our workforce," said Harshita Attaluri, Managing Director of KSBC in a statement to PTI.

"If there are any complaints of misbehaviour from the side of the consumers, we immediately respond and police take action," Attaluri added.

This change also reflects broader societal patterns in Kerala, where women make up more than half of the population. Despite initial concerns about long working hours, most of the women working in BEVCO stores report positive experiences with customers.

"Our only problem is the long working hours. But any other job would have its own challenges," shared Sangeetha, another salesperson. "We find most of the customers who come to our outlets as friendly and cooperative," she added.

She also revealed how her family is now her biggest supporter. "My husband is my biggest support and encourages me to work. This is a safer place to work," she said.

Shop managers have also noted a positive shift in customer behavior with women behind the counter. Ashok, who manages a BEVCO store in Pattam, Thiruvananthapuram, told PTI, "With women at the sales counter, there is a marked improvement in consumer behaviour. When they see women at the counter, they are more gentle and well-behaved."

The success of women in BEVCO has encouraged more women to apply for jobs through competitive exams. Women are not only working in sales but are also placed in administrative roles and warehouses. The corporation’s leadership reflects this shift as well, with a female Managing Director and a woman overseeing operations as Assistant General Manager (AGM).


(With PTI inputs)