Neera Sales Surge in Bihar as Health-Conscious Consumers Turn to Nutritious Alternative Amid Prohibition
Patna: Neera, a non-alcoholic, nutrient-rich drink extracted from palm trees, is witnessing a sharp rise in popularity across Bihar in the wake of the state’s prohibition policy. Once associated with toddy, neera is now being embraced as a healthy alternative, with over 18 million litres collected and more than 13.9 million litres sold between April and July 10 this year, according to official data.
The state’s Excise Commissioner and Inspector General of Registration, Rajneesh Kumar Singh, said health experts have endorsed neera as a natural energy drink packed with essential minerals like calcium, potassium, and iron, as well as vitamin C and beneficial enzymes that support digestion. He noted its low glycaemic index also makes it suitable for diabetic patients. “Neera does not cause intoxication and its antioxidants help strengthen immunity,” he added.
More than 487,000 litres of neera were collected just this past week—an average of over 100,000 litres a day. The drink is currently being sold across 2,309 counters set up statewide.
In an effort to support livelihoods following the 2016 alcohol ban, the Bihar government has launched the Mukhyamantri Neera Samvardhan Yojana (Chief Minister Neera Promotion Scheme) this year. Operated through the state’s rural livelihood mission, Jeevika, the scheme aims to help former toddy tappers transition to the legal neera trade.
So far, 10,646 tappers and 11,176 palm tree owners have registered under the initiative. Vaishali district has the highest number of participating tappers (1,632), followed by Gaya (1,184), Nalanda (880), Muzaffarpur (749), and Patna (664). Palm tree ownership is also concentrated in Vaishali (648), Nalanda (509), and Nawada (254).
Participants will receive financial incentives directly through DBT (Direct Benefit Transfer), further encouraging the shift towards sustainable and legal means of income in post-prohibition Bihar.
