Alcohol
India’s alcohol market has been growing, with rapid urbanization, rising incomes and shifting social norms. From bustling city bars to vibrant restaurants, alcohol consumption is progressively becoming a part of daily life. While this flow replicates an altering culture, it raises serious concerns about public health, particularly among the nation’s youth.
Why is alcohol now considered a lifestyle choice, and how has this shift impacted Indian society?
With an increasing liquor industry and increasing social acceptance, the rise in alcohol consumption has flashed fears of addiction, health risks, and social disruption. As India holds modernity, the country’s alcohol habits are evolving in ways that demand urgent attention.
The recent National Family Health Survey of India, which was released in May, shows that in comparing the rate of alcohol consumption, it has been observed that the rate of consumption in rural areas is higher than in the urban regions, both men as well as women.
Traditional views and how they have evolved
Alcohol has majorly caused several public health issues in India, with more than half of all drinkers falling into the hazardous drinking category. Nowadays, alcohol has become a common lifestyle choice, and it has been observed that the traditional image of alcohol has now changed as urban bars and nightclubs proliferate. Now, alcohol is abused across all social classes. From the acknowledgement of the health minister, it has been observed that the challenges occurred and called for regulations on alcohol sales. Also observed by the experts is that alcohol consumption is a major concern as it occurs rapidly, specifically among young people.
Professor of Life Course Epidemiology at the Public Health Foundation of India has explained that the rates of alcohol consumption have arisen due to rising urbanization, greater accessibility, and extensive advertising has been a leading factor. Also, the taxes that have been claimed by the state govt from alcohol is the major aspect of the revenue sources.
How has India’s fine dining culture transformed the alcohol industry?
India’s alcohol market is valued at $20 billion, and it has been projected to grow at an annual rate of 7% between 2021 and 2025, with whiskey and spirits being specifically popular, as reported by IWSR Drinks Market Analysis. During the pandemic of COVID-19 India was one of the fastest-growing markets, but also consumption fell during this period 12%.
Also observed by Vinod Giri, who is the director of the Confederation of Indian Alcoholic Beverage Companies, has pointed out that the frequency of alcohol consumption has been increasing for social acceptance, urbanization, as well as female empowerment, rising incomes and innovation in product offerings. He believes this tendency is a natural development as India experiences social and economic changes and expects it to persist.
The alcohol companies have witnessed significant sales increases during the Hindu festive season, and the sales have been boosted and maximized profits. Vijay Kauthekar, vice president of sales at John Distilleries, noted that much of the recent development has come from new groups such as light beer, wines, light alcoholic beverages, liqueurs, and single malts. He mentioned that in the 1990s, India lacked a fine dining culture, and limited clubs or restaurants served alcohol. However, this has intensely changed, with a vibrant fine dining scene now present across all major cities and smaller towns throughout the country.
Why are non-drinking demographics, including women and young men, being drawn into alcohol consumption?
The drinkers are majorly observed that are from under 21% has surged 2% to over 14% in 15 years, with the average age of initiation drops from 19 to 13. A strong domestic and international alcohol entrance is aiming young Indians through flavoured drinks and indirect advertising, despite a ban on direct alcohol announcements. Companies use substitute advertising, and Bollywood films progressively depict alcohol in a positive light, inspiring early drinking habits and lifelong drinking.
The local alcohol industry has suggestively introduced several flavoured drinks in order to attract consumers, even those who are not from drinking demographics, which also includes women and young men. The view of the international corporations as a promising market for investment due to its largely untapped consumer base.
Approximately 1% of Indian women aged 15 and older reported drinking alcohol, and the figure for men in the same age group is significantly higher at 19%.
Among the several states of India, Arunachal Pradesh in the northeastern region is in a leading position in terms of alcohol consumption, with 53% of men and 24% of women consuming alcoholic beverages.
How is the rising trend of alcohol consumption affecting individual health and mental well-being in India?
The rise of alcohol consumption in India has negatively impacted the health of the individual as well as their mental well-being. With the growing trend of the consumption of alcohol, it has been observed that more people are addicted to it. The rising number of Indian drinkers has been addicted to alcohol, and it has led the dependency on alcohol.
Excessive consumption has been ultimately leads to several liver-related illnesses, including alcoholic liver disease, fatty liver, hepatitis, and cirrhosis. Also found in India, due to the rise of alcohol consumption, several cardiovascular problems have arisen that lead to the risk of heart disease, high blood pressure, and stroke.
Besides that problem, the consumption of alcohol over a long term can suggestively lead to several mental health issues, such as depression, anxiety, and alcohol-induced psychosis. Also, it can cause the risk of cancers of the liver, breast, mouth, throat, esophagus and colon. The fast upsurge in alcohol consumption in India, fuelled by changing social norms, urbanization, and violent marketing, has made alcohol abuse a critical public health issue.
How has the Indian government responded to mitigate rising alcohol consumption?
In order to mitigate alcohol consumption and to take necessary steps, the govt. India has suggestively imposed several regulations on alcohol sales, taxes, prohibition in certain states and initiatives, several health awareness campaigns, regulations on advertising, policy recommendations for regulations and also, they have promoted several de-addition centers and road safety and drunk driving laws.
In India, the alcohol policies have been mostly state-specific; therefore, several state govt. It imposes regulations on sales and distribution in order to limit consumption and also imposes a number of high taxes in order to discourage consumption. Some states of India, like Gujarat and Bihar, have been imposing full prohibitions on alcohol sales in order to control social as well as health problems.
Conclusion
Although it has been observed that the advertising of alcohol has been banned in both print as well as electronic media, there are several substitute options which remain predominant. The director of NGO Health Related Information Dissemination Amongst Youth Student Health Action Network, Monika Arora, has pointed out that there are many companies that, in order to attract young consumers, often package non-alcoholic products like bottled water and apple juice under their brand. Bollywood has, times and again, prioritized glamorized drinking, which portrays alcohol consumption as a desirable activity which can negatively be impacted, and the youth in the early drinking habits can lead to lifelong consumption habits.
FAQ
Why is India’s alcohol market growing?
India’s alcohol market is expanding due to rapid urbanization, rising incomes, and changing social norms.
What impact does alcohol consumption have on public health?
The rise in alcohol consumption is linked to increased health risks, including addiction, liver disease, and mental health disorders.
How has social acceptance influenced alcohol consumption?
Greater social acceptance of alcohol, particularly in urban areas, has led to increased drinking across various social classes.
What role does advertising play in rising alcohol consumption?
Despite a ban on direct alcohol ads, companies use surrogate advertising and target young people, influencing early drinking habits.
How are non-drinking demographics being attracted to alcohol?
Flavored drinks and targeted marketing are drawing women and young men into alcohol consumption, even those from non-drinking backgrounds.
What does the National Family Health Survey reveal about alcohol consumption?
The survey shows higher alcohol consumption rates in rural areas compared to urban areas, affecting both men and women.
What are the health risks associated with excessive alcohol consumption?
Excessive alcohol intake can lead to liver disease, cardiovascular problems, and increased cancer risk, along with mental health issues.
How is India’s fine dining culture influencing alcohol consumption?
The growth of fine dining and nightlife in Indian cities has boosted alcohol sales, making drinking more common in social settings.
What steps has the Indian government taken to control alcohol consumption?
The government has imposed sales regulations, higher taxes, and full prohibitions in some states, alongside health campaigns and safety laws.
How is Bollywood influencing alcohol consumption among youth?
Bollywood films often glamorize alcohol, portraying drinking as a desirable activity, which encourages early and lifelong consumption habits. Top of Form Bottom of Form
