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The Hindu
20-06-2025
- Health
- The Hindu
The unregulated drink: rethinking alcohol control in India
The safe limit for alcohol consumption is zero ml. Yet, 23% of Indian men and 1% of women consume alcohol (NFHS-5). India also records one of the highest rates of heavy episodic drinking, with lakhs needing clinical and social support. Alcohol consumption significantly raises the risk of injuries, mental illness, and non-communicable diseases, including cancer. Beyond health, alcohol use is associated with aggression, intimate partner violence, crime, suicides, and risky behaviour. It drives households into financial distress, often reinforcin g generational poverty. In 2021, alcohol-use contributed to approximately 2.6 million DALYs (Disability-Adjusted Life Years) in India, reflecting the combined toll of premature deaths and years lived with illness or disability. The estimated societal cost of alcohol-related health is ₹6.24 trillion. Meanwhile, per capita alcohol consumption increased by ~240% in the last two decades, an underestimate because nearly half of alcohol use in India is unrecorded. Determinants of alcohol consumption Alcohol use is shaped by a complex web of biopsychosocial, commercial and policy-leveldeterminants. Biopsychosocial determinants: Biologically, some individuals are genetically predisposed to addiction. Alcohol activates the brain's reward system - similar to nicotine or cocaine, praise, and money - making it habit-forming. Psychologically, people drink to relieve stress, anxiety, or experience euphoria. Socially, urban lifestyles, peer pressure, and glamourised portrayals in media have normalised alcohol use. Commercial determinants: The industry has broadened its product portfolio with offerings such as fruit-flavoured spirits, pre-mixed cocktails, and other ready-to-drink options, making alcohol more appealing to new and younger users. Despite legal advertising restrictions, promotional tactics persist through surrogate advertising, brand sponsorships, and strategic product placements in Bollywood films and OTT content, where the depiction of alcohol has doubled over the past two decades. Pubs and bars offer incentives like 'Happy Hours' and free samples, while social media algorithms subtly amplify alcohol-related content (ARC). The placement of liquor stores in residential and high-traffic areas, ensures easy access and everyday visibility. Packaging shapes consumer perception - sleek bottles, international labels, and premium branding enhance the aspirational value of alcohol. Pricing ensures affordability. Indian Made Indian Liquor (IMIL) remains cheap and accessible to lower-income groups, especially in rural areas, while growing disposable incomes in cities have made alcohol increasingly affordable for the urban middle class. Policy is the most influential determinant. The alcohol industry wields significant influence over regulation, often resisting stricter laws by emphasising its contribution to State revenues through excise taxes. Even bans on advertising are undermined through tactical marketing and alcohol persists in public life under different names. Alcohol-policy landscape in India Alcohol regulation in India falls under State jurisdiction, granting each State authority over legislation, excise taxes, supply chain, licensing and manufacturing, sale and consumption restrictions, prohibition, and pricing. This autonomy has led to regulatory variations across States. For instance, Bihar, Gujarat, Mizoram, and Nagaland enforce prohibition, while Andhra Pradesh, Haryana, Kerala, Manipur, and Tamil Nadu had previously imposed similar bans. In contrast, some States are now actively promoting alcohol sales. Kerala's new Akbari Policy markets toddy as a 'natural, traditional beverage,' while Andhra Pradesh is introducing a policy offering alcohol for ₹99 to ensure 'quality, quantity, and affordability.' Meanwhile, some States are exploring online alcohol delivery through platforms like Swiggy, Zomato, and Blinkit, contradicting efforts to restrict alcohol access. Regulation of alcohol accessibility in India varies as equally as availability: the legal drinking age differs across States, ranging from 18 to 25 years. Alcohol pricing regulation exists in 19 of 33 States/UTs, with nine States setting only maximum prices while others setting both maximum and minimum prices. The GST Act excludes liquor from sales tax, leaving alcohol taxes to States, often vaguely defined in excise policies. Compared to State policies, national-level policies are more specific addressing single aspects such as drunk driving or prevention of alcohol use and regulating supply-chain in an individual policy. However, India lacks a unified national policy on alcohol regulation. Earlier, alcohol was excluded from the National Policy on Narcotic Drugs and Psychotropic Substances (NDPS) 2012 despite being a common psychoactive substance followed by cannabis and opioids. Later, alcohol regulation was included in the National Action Plan for Drug Demand Reduction (NAPDDR) 2021-22 under Nasha Mukta Bharat Abhiyan. While the NAPDDR addresses alcohol regulation, its demand and supply reduction efforts are scattered across Central ministries and State governments. The Ministry of Social Justice leads demand reduction, while supply and harm reduction are handled by the Ministries of Home Affairs, Finance, and Health. The National Mental Health Policy (NMHP) 2014 recognised the role of alcohol in mental illness and suicide prevention and suggested the need for a specific action plan. Similarly, the National Health Policy (NHP) 2017 mentioned curbing alcohol use through higher taxation. More recently, the National Suicide Prevention Strategy (NSPS) 2022 identified alcohol as a major risk factor for suicides, advocating for a national alcohol control policy and measures to limit alcohol accessibility. The National Action Plan and Monitoring Framework for Prevention and Control of Noncommunicable Diseases (NMAP) 2017-2022 also echoed the call for a national alcohol policy. The way ahead: a systems approach to India's alcohol crisis Regulating alcohol is urgent but complex, given alcohol's deep entanglement with State revenues, social norms, and political interests. India's fractured, State-led approach and lack of a national implementation strategy have allowed industry influence to flourish, while public health suffers. It is time to move beyond short-term revenue thinking and adopt a systems approach - grounded in both evidence and equity. Based on the biopsychosocial and commercial determinants of alcohol consumption, we propose the following to regulate alcohol-use. These levers must act together to shift the ecosystem that enables harmful alcohol use. Affordability: Alcohol pricing must deter excessive use without pushing the poor toward dangerous alternatives like illicit liquor. Higher excise taxes, paired with strong enforcement against illicit trade, can reduce harmful consumption. Allocation: Health taxes on alcohol should not disappear into general revenues. Ear-marking these funds for public health, combined with transparent governance, can improve trust and accountability - and prevent corporate lobbying from redirecting them. Accessibility: Alcohol access must be curbed beyond geographic distance. Online delivery, alcohol in malls, food courts, and other casual settings normalise its use. Urban policy must reduce availability in everyday spaces to signal a shift toward alcohol-free environments. Advertisement: In the digital age, 'alcohol influencers' in India promote consumption by framing alcohol positively. With the rise of social media influencers, user-generated ARC, and glamourised portrayals in movies and OTT platforms, the alcohol industry has found subtle ways to market. Regulating this 'social surrogacy' - including algorithmic amplification - is key to reducing social appeal. Attractiveness: From glossy packaging to surrogate advertising and premium displays, alcohol's allure is manufactured. Plain packaging, visible warning labels, and controls on point-of-sale promotion are needed to disrupt the cycle of normalisation. Awareness: Public understanding of alcohol's health harms - especially its link to cancer, mental illness, and generational poverty - remains low. Large-scale public education campaigns, similar to tobacco control efforts, are overdue. Artificial Intelligence:AItools can detect and suppress alcohol-related content on digital platforms and flag misinformation. When 180 million monthly users see health misinformation (e.g., WebMD praising alcohol), it is clear that digital regulation is a frontline public health priority. Toward a national framework India's alcohol crisis cannot be solved through isolated actions or State-level measures. It is time for a National Alcohol Control Policy and Programme that prioritises people over profit, prevention over revenue, and long-term well-being over short-term gains. (Dr. Vid Karmarkar, is a venture building partner at Fittr, and the founder of Canseva Foundation. Jitendra Chouksey is the Founder and CEO of Fittr, a fitness company. jc@
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Business Standard
12-06-2025
- Business
- Business Standard
Tilaknagar, Radico gain upto 11%; why are these liquor stocks rising today?
Tilaknagar Industries, Radico Khaitan shares today Shares of liquor companies, Tilaknagar Industries (TI) and Radico Khaitan, rallied up to 11 per cent on the BSE in Thursday's intraday trade, amid heavy volumes, as inventory for rice touched record levels, while that for wheat surged to a four-year high. Higher inventory levels of rice and wheat augur well for liquor companies as it lowers the input cost for the industry, according to analysts. Today's rally in share prices of TI and Radico Khaitan have helped them recoup all of their losses recorded on Wednesday. Among individual stocks, share price of Tilaknagar Industries, the maker of Mansion House Brandy, India;s largest and world's second largest selling brandy, surged 11 per cent to ₹379.10 in the intraday trade today. Average trading volume on the counter more-than-doubled with a combined 5.69 million shares changing hands on the NSE and BSE. On Wednesday, the stock had fallen 5 per cent. Shares of Radico Khaitan, meanwhile, gained 4 per cent to ₹2,652 in the intraday trade today, erasing its entire 3.7 per cent decline recorded on Wednesday. In comparison, the BSE Sensex was down 0.34 per cent at 82,235 at 10:50 AM. India's rice stocks hit record high, wheat reserves strongest in 4 years According to reports, India's rice stocks in the government warehouses rose 18 per cent from a year ago to a record high at the start of June, while wheat stocks hit their highest level in four years on higher procurement from farmers. State reserves of rice, including unmilled paddy, totalled record 59.5 million metric tonnes of as of June 1, 2025, exceeding the government's target of 13.5 million tonne for July, 1, Reuters reported. Brokerages view on liquor stocks Analysts believe an increase in the production of rice will lead to the improvement in supply of broken rice and reduce the prices in the near-term. This will reduce stress on the gross margins for liquor companies in the coming quarters due to lower procurement cost. "The Indian Made Indian Liquor (IMIL) segment's growth is expected to be driven by a growing consumer base, rising rural incomes, consumption, conversion from illicit/toddy to IMIL with increasing awareness about health and quality, conducive regulatory policies and population growth. In the short run, the IMIL industry could benefit from lower discretionary incomes, which would push up demand for lower-priced liquor," according to Mirae Asset Sharekhan. The government is targeting to achieve a 20 per cent ethanol blending by 2025, which would result in higher demand for grain-based molasses in the coming years, it added. Meanwhile, over the last couple of years, the spirits industry has been grappling with significant raw material inflation, leading to shrinking profitability margins. "Any rise in cost of raw materials e.g., molasses and grains or packing materials e.g., glass, packaging material may affect the margins of the Company. Dependence on any supplier may expose the company to supply risk," TI had said in its FY24 annual report. About Tilaknagar Industries, Radico Khaitan Tilaknagar Industries (TI) is one of India's leading alcoholic beverage (alcobev) companies, transformed into a major player in the Indian Made Foreign Liquor (IMFL) industry. TI's brand portfolio straddles multiple categories, featuring two 'Millionaire' brandy brands—Mansion House and Courrier Napoleon—along with a strong presence in whisky, rum, and gin through Mansion House Whisky, Madiraa Rum and Blue Lagoon Gin. Recently, TI has expanded into the luxury segment with Monarch Legacy Edition brandy. Radico Khaitan, on the other hand, is among the oldest and one of the largest manufacturers of IMFL in India. In 1998, the company started its own brands with the introduction of 8PM Whisky. The company is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry.
News18
13-05-2025
- News18
Amritsar Hooch Tragedy: The Poison That Makes Fake Liquor So Deadly
Last Updated: The term "country liquor", also known as Indian Made Indian Liquor (IMIL) or Desi Daru, often carries a cloud of suspicion, but there is a crucial distinction. The spectre of poisonous liquor has once again cast a deadly shadow over Punjab's Majha region after at least 15 people died from allegedly consuming spurious liquor in several villages of Amritsar's Majitha block. Officials warned that the toll is likely to rise in the coming days. The fatalities, reported from the villages of Bhangali Kalan, Thariwal, Sangha, and Marari Kalan, sent shockwaves through the local communities. Despite public outcry and promises of reform, illicit liquor continues to claim lives with alarming frequency. But what makes such liquor so dangerous? Why does a cheap drink, meant to offer momentary escape, end in agonising death? The term 'country liquor", also known as Indian Made Indian Liquor (IMIL) or Desi Daru, often carries a cloud of suspicion, but there is a crucial distinction. Licensed country liquor, made under government supervision, is tested and taxed. In contrast, the toxic variant consumed in this tragedy is typically unlicensed, made in clandestine distilleries using hazardous substances. Known colloquially as kacchi sharab or raw liquor, it is often produced using a volatile mix of jaggery, water, and urea. To hasten fermentation, illegal brewers frequently add chemicals like oxytocin, ammonium chloride, and other industrial solvents. These additives are not only illegal but potentially lethal. One of the deadliest by-products of such crude brewing is 'methyl alcohol", also known as methanol – a chemical not meant for human consumption. Unlike ethyl alcohol, which is safe in moderation and forms the base of consumable spirits, methanol is a toxic solvent. In improper brewing setups, particularly where fermentation temperatures are not adequately controlled, methanol can form in large quantities. Experts warn that once methanol is ingested, it is metabolised into formaldehyde and formic acid – compounds that attack the optic nerves and central nervous system. Victims often first complain of nausea, dizziness, and blurred vision. In severe cases, this progresses to blindness, organ failure, and death. 'When methanol levels cross 90 percent in a mixture, it becomes poison," said a forensic toxicologist, adding that such high concentrations can lead to cardiomyopathy – where the heart muscle swells and weakens – and optic neuropathy, which damages the eyes irreversibly. The death, he added, is not just inevitable but excruciating. Tragedies like these are often dismissed as accidents, but the recurrence suggests systemic failure. Illicit alcohol continues to circulate due to lax enforcement, porous regulation, and the economic desperation of the poor who seek cheaper alternatives to legal liquor. Sold for a fraction of the cost of regulated spirits, bootleg liquor remains a tempting risk for daily wage labourers and marginalised communities. As the investigation over the recent deaths widens, public pressure is mounting on the Punjab government to not only punish the guilty but also dismantle the illicit brewing networks that have thrived in the shadows for decades. Most of the hooch victims were from working-class backgrounds and are believed to have consumed the illicit brew on the same day, Sunday. Several others are reportedly undergoing treatment, some in critical condition. Local authorities have moved swiftly, with the Punjab government confirming the arrest of two primary suspects- identified as Prabhjit Singh and Sahib Singh – from Rajasansi. According to an official spokesperson, both men are believed to be key suppliers of the toxic liquor. In addition, four others who allegedly purchased the illicit alcohol from the duo and distributed it across villages have also been taken into custody. Two FIRs have been registered, and further investigations are underway. This latest tragedy is an unsettling reminder of the mass poisoning that shook the same region five years ago. In 2020, around 130 people lost their lives across Tarn Taran, Gurdaspur, and Amritsar districts after consuming tainted liquor – one of the deadliest hooch tragedies in recent memory. That disaster not only exposed a vast underground network of bootleggers but also laid bare the deadly consequences of unregulated alcohol production. First Published: May 13, 2025, 15:21 IST
