Alcohol Consumption in India

Alcohol consumption in India is influenced by a complex interplay of biopsychosocial, commercial, and policy-level determinants. The National Family Health Survey (NFHS-5) shows that 23% of Indian men and 1% of women consume alcohol, despite the safe consumption limit being zero ml. India experiences high rates of heavy episodic drinking, necessitating clinical and social support for many. Alcohol use is linked with various health and social issues, including injuries, mental illness, non-communicable diseases, and financial distress.

Biopsychosocial Determinants

• Biological Factors: Genetic predisposition to addiction and the activation of the brain’s reward system.
• Psychological Factors: Use as a coping mechanism for stress and anxiety.
• Social Factors: Urban lifestyles, peer pressure, and media portrayals that normalize alcohol use.

Commercial Determinants

• The alcohol industry has expanded its offerings to include a variety of appealing products like fruit-flavored spirits and pre-mixed cocktails.
• Marketing tactics circumvent advertising restrictions through surrogate advertising, product placements, and brand sponsorships.
• Strategies like 'Happy Hours' and social media algorithms amplify alcohol-related content.

Policy Determinants

• The alcohol industry influences regulation by highlighting its contribution to State revenues through excise taxes.
• Alcohol regulation is under State jurisdiction, leading to variations in laws, with some States enforcing prohibition while others promote sales.
• There is no unified national policy; efforts are scattered across various ministries and State governments.

Impact of Alcohol Consumption

• In 2021, alcohol use contributed to approximately 2.6 million Disability-Adjusted Life Years (DALYs) in India.
• The societal cost of alcohol-related health issues is estimated at ₹6.24 trillion.
• Alcohol consumption has risen by ~240% over the last two decades, with much of it unrecorded.

Regulatory Challenges and Recommendations

• A unified National Alcohol Control Policy is necessary to effectively manage alcohol-related issues.
• Efforts should focus on affordability, allocation of health taxes, accessibility, advertisement regulation, attractiveness reduction, and public awareness.
• Artificial Intelligence can help regulate digital content and suppress misinformation about alcohol.

The need for a National Alcohol Control Policy and Programme in India is emphasized to prioritize public health over industry profits and revenue.