The business has three components. At the bottom of the pyramid is the poor man's drink--hooch, lattha or moonshine. Then follows the desi or country liquor which is the preferred drink of rural Gujarat followed by brewery liquor at the apex (rum, whisky, gin, vodka etc). Hooch is the preferred drink of the urban labour class while 'desi' distilled, largely for captive consumption in villages, ranks safer and a notch higher. The fruit liquor 'mahua' ranks in this category. With a consumer base of the middle and affluent class in cities and towns, Indian Made Foreign Liquor (IMFL) as brewery made liquor is called in official parlance, holds sway. Country liquor is a cottage industry but brewery liquor flows into the state from MP, Rajasthan, Maharashtra even Punjab and Haryana.