3 days ago
Tipsy rural T pips all states in IMFL & beer consumption
Hyderabad: Consumption of Indian-made foreign liquor (IMFL) and beer per person is more in rural Telangana than any other state in the country—excluding the Northeast—outpacing even its own urban population.
According to the latest data from the National Institute of Public Finance and Policy, rural Telangana residents spend an average of Rs 3,061 per person on IMFL and beer annually, compared to Rs 2,961 in urban areas. This reversal of the usual pattern—where cities consume more—underscores a distinctive drinking culture in the state's villages.
Industry experts say this rural-urban flip is rare. While other southern states show some preference for foreign liquor over traditional brews, Telangana's rural dominance is unmatched.
Outside the Northeast, Delhi's rural areas follow with Rs 2,294 per person, trailed by Tamil Nadu (Rs 1,901), Uttarakhand (Rs 1,782), Andhra Pradesh (Rs 1,429), Karnataka (Rs 1,201), and Kerala (Rs 833).
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A white paper on intoxicant consumption trends shows that in high-spending regions like Delhi and Telangana, consumers opt more for cigarettes, foreign liquor, and beer. In contrast, traditional intoxicants—country liquor, beedis, tobacco, toddy—have a smaller market in South, particularly in Kerala, Tamil Nadu, and Telangana.
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Vinod Giri, director general of Breweries Association of India, attributes this pattern to both economic strength and product availability. "The rural economy in most southern states is strong, and there is a weak presence of country liquor. Telangana has shown this trend for the past decade," he said.
Market access also plays a role. In rural Telangana, IMFL and beer are supplied through an organised and systematic network, overseen by the state's beverages corporation.
Kishan Peddapally, owner of Asav Wines, says this system ensures rural demand is met as efficiently as in urban areas.
Market analysts point out that this combination of higher disposable incomes, limited traditional liquor options, and a robust distribution system has cemented IMFL and beer as the preferred choice in rural Telangana. It also signals how rural consumption patterns are shifting in parts of India, where village markets now mirror urban preferences—not just in liquor but in broader lifestyle choices.
With data showing the trend has held steady for a decade, rural Telangana's thirst for premium alcoholic beverages appears set to continue.
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