In the beginning of 1917, Sheriarji sold his teashop, borrowed money and obtained a license to open a toddyshop on Sachapir Street. Merwan started working in this new toddyshop two hours a day. He did all sorts of chores to help his father — washing and filling bottles, sweeping the floor and selling drinks. At times, when a customer became intoxicated from too much to drink, Merwan would sit with him and sing Tukaram's abhangs (devotional songs). The drunkard would merrily join in, clapping his hands and singing along. In this manner, the toddyshop truly became a tavern of Song, with Merwan as its keeper — distributing the wine of love to all who came there.
At other times, Merwan would advise certain clientele to drink moderately or to abstain from liquor altogether. Some of these men he would not serve. When Memo heard about this, she rebuked her son, asking caustically, "Merog, are you trying to share in your father's business or trying to ruin it?! What is wrong with you? If people stop drinking toddy, how will the business survive?"
Bobo, appreciating Merwan's nature, paid little heed to Memo's remarks. And the customers too began addressing him respectfully as Merwanji .
Although Merwanji was working hard each day in the toddyshop, actually he was still not completely gross conscious. His actions were governed solely by the impulses of the Divine Will manifesting through him. For example, one morning when Merwanji was riding his bicycle to the toddyshop, he sped past the shop, cycling as far away as the Mahabaleshwar road eight miles outside Poona. Only when he had ridden halfway up the Katraj Ghat (hill) road did he seemingly realize he was going in the wrong direction. As he was ascending the steep road, peddling became difficult; only then did it dawn on him that he was in the hilly regions headed toward Mahabaleshwar. He then rode back to Poona, arriving late at the toddyshop.
On Friday, 16 February 1917, Merwanji composed an exceptionally beautiful ghazal:
How wonderful is the murderous mercy of God!
His mercy has adorned the rose with thorns.
What justice exists in the glory of God,
There is cruelty in his kindness!
It matters not whether wine is accepted by any religion —
I long for the intoxication of love.
O God! What bliss lies in love's intoxication!
The wine of man can never bestow it.