The Orissa Government's proposed move to liberalise its excise policy to mop up additional resources has drawn flak not only from anti-liquor activists, but a large number of tribal MLAs, who are under pressure from their electorate to take up cudgels against country liquor. Women in several tribal districts have launched a campaign against country brew with the active support of voluntary organisations. People's representatives can ignore the growing popularity of these movements at their own peril.