The Odisha government has announced a new excise policy effective from September 1, 2024, aimed at curbing illicit liquor trade and promoting responsible alcohol consumption. Under this policy, licensed liquor shops ('ON' shops) can host musical performances but are prohibited from allowing dance shows. Additionally, no new liquor shops will be sanctioned in rural areas, except for three-star hotels and beer parlours, and existing ON shop licenses will not be renewed if they were not previously renewed. The policy also establishes a special fund for drug awareness and includes provisions for staff training and anti-smuggling efforts. Furthermore, the tourism department will have the authority to grant licenses for liquor sales at beach shacks and other tourist locations, enhancing the state's hospitality sector. This policy is part of a broader initiative to raise public awareness about alcohol-related issues.