Selvam (43) had stayed back in the shop last night to check the accounts when some persons set fire to it after closing the shutters, not noticing that he was inside.
However, he managed to contact his assistant over mobile phone and asked for help. Police were informed and they rushed to the shop, forced open the shutters and brought him out.
The man was declared brought dead at the Mohan Kumaramangalam Medical College Hospital.
He died of suspected heart failure while holding a demonstration atop a mobile phone tower demanding closure of a liquor shop near an educational institution
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A bandh called by MDMK, VCK, MMK over prohibition and backed by Left parties and a traders federation yesterday, evoked a lukewarm response across the state, with minor incidents being reported.
DMK has also announced a state-wide stir on August 10, demanding imposition of total prohibition in Tamil Nadu.
Meanwhile, anti-liquor protests continued across the state with students in the city and in Thanjavur and Mayiladuthurai staging protests over the issue.