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The unregulated drink rethinking alcohol control in India

Scale and Impact of Alcohol Use in India

  • Alcohol is unsafe even at minimal consumption — the safe limit is 0 ml.
  • 23% of Indian men and 1% of women consume alcohol (NFHS-5).
  • India has one of the highest rates of heavy episodic drinking.
  • In 2021, alcohol use caused 2.6 million DALYs (Disability-Adjusted Life Years).
  • Societal cost of alcohol-related harm is estimated at ₹6.24 trillion.
  • Alcohol consumption rose by ~240% over two decades; nearly 50% of it is unrecorded.

Relevance : GS 2(Social Issues)

Determinants of Alcohol Consumption

  • (i) Biopsychosocial Factors:
    • Genetic predisposition, stress relief, peer pressure, media glamorisation.
  • (ii) Commercial Factors:
    • New appealing products: fruit-flavored spirits, pre-mixed cocktails.
    • Surrogate advertising, sponsorships, and social media amplification.
    • Happy hours, sleek packaging, and low pricing (especially IMIL) drive appeal.
  • (iii) Policy Factors:
    • States hold regulatory power, causing wide policy inconsistencies.
    • Alcohol industry lobbies to preserve excise revenues and resist reforms.

Policy and Regulation Landscape

  • Prohibition exists in Bihar, Gujarat, Mizoram, and Nagaland.
  • Some States (e.g. Kerala, Andhra Pradesh) promote sales or explore online delivery.
  • Legal drinking age ranges from 18–25 across States.
  • Alcohol excluded from GST, so States levy excise taxes, often vaguely defined.

Weaknesses in National Policies

  • India lacks a comprehensive National Alcohol Control Policy.
  • Existing national policies focus on isolated issues:
    • NAPDDR (2021–22): Addresses supply/demand via multiple ministries.
    • NMHP (2014): Recognised alcohol’s role in mental illness/suicide.
    • NHP (2017) and NSPS (2022): Advocated higher taxes and restrictions.
    • NMAP (2017–22): Called for a cohesive alcohol policy.

Contradictions and Fragmentation

  • Alcohol regulation is entangled with:
    • State revenues, political interests, and social norms.
  • Mixed messaging: While some States promote restrictions, others market alcohol as “traditional” or “affordable.”
  • Fragmented institutional roles across ministries dilute accountability and effectiveness.

Recommendations for a National Alcohol Control Strategy

  • (i) Affordability: Use pricing to deter abuse but avoid illicit liquor risks.
  • (ii) AllocationHealth taxes on alcohol should be earmarked for public health, not general budgets.
  • (iii) Accessibility: Reduce visibility and availability in urban/public spaces.
  • (iv) Advertisement: Curb “social surrogacy” and algorithmic promotion of alcohol online.
  • (v) Attractiveness: Enforce plain packaging, warning labels, and limit point-of-sale promotions.
  • (vi) Awareness: Launch large-scale campaigns on alcohol’s links to cancer, suicide, and generational poverty.
  • (vii) AI Surveillance: Use AI to detect alcohol promotion and misinformation on digital platforms.

Way Forward

  • Alcohol is a public health crisis, not just a revenue source.
  • India needs a coordinated, national-level policy focused on people over profit, prevention over revenue, and long-term well-being over short-term gains.
  • systems approach — combining science, equity, and governance — is essential to address the alcohol epidemic.

July 2025
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