India, Feb. 10 -- The excise department in Gautam Budh Nagar has directed field staff to intensify checks across retail outlets and ensure stricter compliance with pricing and digital sales norms in a bid to step up enforcement against overpricing and illegal liquor sale, officials said on Monday.

The focus has been sharpened on preventing overcharging at liquor shops, strengthening intelligence on illegal liquor movement, and improving consumer awareness through mandatory displays and signage, they said.

Field staff deployed in excise crime-prevention zones have been instructed to discreetly verify complaints related to overpricing and report violations for immediate action, said excise officials.

"The department has adopted a zero-to...