The Draft Feni Policy by the Goa University falls short of stakeholder expectations
The latest draft Feni Policy prepared by Goa University, has disappointed shareholders yet again, as it does not offer proper guidelines to the industry, which is struggling to make a mark in the bigger market.
When the draft was submitted a year ago, members of the All Goa Cashew Feni Distillers and Bottlers Association had a series of meetings, clearly explaining what was lacking in the Policy. But the fresh draft hasn’t incorporated their suggestions, which has upset the members.
Later, the Association dashed off a letter to the Excise Commissioner, outlining its suggestions.
“Departments like Tourism should be catalysts to catapult the equity of Feni. This should have been done keeping the grassroots stakeholders’ interests in mind, like Brand Amul has done with milk” MAC VAZ, MAC VAZ
A year ago, when a draft of Feni Policy prepared by Goa University was first examined by feni stakeholders, they stated that it lacked the spirit to take the industry forward. The draft policy spoke more about the history of the feni industry and processes involved, rather than pointing out the best practices that could be followed to take the industry forward.
The main objection by the Association to the latest draft, which it has stated in its letter, is that agricultural practices for various species have not been considered. It only focuses on cashew nuts, which are of no interest to the cashew feni industry.
‘Urrak’ the first distillate of cashew juice is available for a limited period. The Policy has completely missed out on it even though it is bottled as a brand of cashew distillate.
The letter further pointed out that a blueprint for promotion of feni, both domestically and overseas, finds no mention of the practices that presently limit market access for cashew feni.
Excise Commissioner Shashank Tripathi said that he has heard the Association’s views and that the Department is open to including the suggestions put forward by them.
A joint meeting of Association members, Goa University research team and the Excise Commissioner was held later.
“The Association has sent a mail about its suggestions. Minor changes need to be done in the Policy and after that it will be sent for government approval,” said the Excise Commissioner.
The Association, however, has different views and feels that the changes suggested are not minor.
Mac Vaz, Founder President of the Cashew Feni Distillers and Bottlers Association says, “This initiative kindled by then Excise Commissioner Menino D’Souza had a motive to celebrate the ‘Vocal for Goa’s Heritage Local’ spirit, something India is chanting nowadays. Unfortunately the document that came out from the University was academic and ambiguous in nature and for me was a disappointment. As Feni is synonymous with Goa’s culture, there should have been clinical pointers to opportunities and some do’s and don’ts that stakeholders and Departments of Goa Mac Vaz, Founder President of the Cashew Feni Distillers and Bottlers Association says, “This initiative kindled by then Excise Commissioner Menino D’Souza had a motive to celebrate the ‘Vocal for Goa’s Heritage Local’ spirit, something India is chanting nowadays. Unfortunately the document that came out from the University was academic and ambiguous in nature and for me was a disappointment. As Feni is synonymous with Goa’s culture, there should have been clinical pointers to opportunities and some do’s and don’ts that stakeholders and Departments of Goa should use as a guideline. Departments like Tourism should be catalysts to catapult the equity of Feni. This should have been done keeping the grassroots stakeholders’ interests in mind, like Brand Amul has done with milk. On hindsight, I personally think it would have been pertinent to give this project to individuals like Prahlad Kakkar or Shatbhi Basu, who have experience in positioning and brand building. To conclude one of feni’s biggest crippling factors is our Indian colonial hangover mindset. If feni had origins in the white world, our Indian consumers would have been more welcoming towards it, fortunately and ironically it is the western markets who are welcoming feni and this is reflected in the demand and export of our Big Boss brand”
Meanwhile Gurudutta Bhakta states, “The policy will enhance the brand value of feni and Goa encouraging quality produce which will be accepted worldwide ultimately benefitting the ‘bhatikar’ and ‘render’ in terms of economic returns.” He further states that the draft was shared with all of them and their suggestions have been incorporated thereby making it a complete package policy.
Cashew feni was awarded Geographical Indication Registration in 2009 as a speciality alcoholic beverage from Goa, described as a colourless, clear liquid that when matured in wooden barrels develops golden brown tint. This designation was achieved through the efforts of the Goa Cashew Feni Distillers & Bottlers Association and the Department of Science, Technology & Environment of the Government of Goa. The application of a G.I. for coconut feni has yet to attain fruition
