Why in the News?

India’s rising alcohol use is not just a health issue — it is a major national problem affecting many areas. Even though experts say no amount of alcohol is safe, about one in four Indian men drink. Drinking heavily and often is now becoming more common across the country.

What are the key risks of alcohol consumption in India?

• Health Risks and Non-Communicable Diseases (NCDs): Alcohol significantly increases the risk of cancer, liver disease, cardiovascular issues, and mental illnesses. Eg: Chronic alcohol use is a leading cause of liver cirrhosis and is linked to mouth and throat cancers in India.
• Injuries and Accidents: Alcohol impairs judgement and coordination, leading to road accidents, falls, and workplace injuries. Eg: A large number of road traffic fatalities in India are associated with drunk driving, particularly among youth.
• Mental Health and Suicide: Alcohol contributes to depression, anxiety, and is a major risk factor for suicide. Eg: The National Suicide Prevention Strategy (2022) identified alcohol use as a key driver of suicides in India.
• Violence and Crime: Alcohol consumption is linked with domestic violence, sexual assault, and violent crimes. Eg: NFHS-5 data shows higher incidence of domestic violence in households where alcohol is consumed regularly.
• Economic and Social Burden: Alcohol use contributes to ₹6.24 trillion in societal costs (2021), including healthcare, lost productivity, and law enforcement. Eg: The burden of alcohol-related diseases adds pressure to India’s public health system, particularly in rural areas.

Why is a national alcohol policy necessary?

• Fragmented and Inconsistent State Regulations: Alcohol laws, legal drinking age, pricing, and prohibition vary widely across States, causing regulatory confusion and uneven implementation. Eg: Bihar enforces prohibition, while States like Kerala promote toddy as a “natural beverage” under its Akbari Policy.
• Public Health Emergency: Rising alcohol consumption is linked to cancer, mental illness, suicides, and injuries, posing a major national health burden. Eg: In 2021, alcohol-related harm caused 2.6 million DALYs and cost India ₹6.24 trillion in societal losses.
• Lack of Centralised Coordination and Accountability: Regulatory responsibility is scattered across multiple ministries with no unified approach, weakening policy impact. Eg: Demand reduction is handled by the Ministry of Social Justice, while supply and harm reduction are spread across Health, Finance, and Home Affairs ministries.

How do marketing and digital platforms influence alcohol use?

• Surrogate Advertising and Brand Promotion: Despite legal restrictions, alcohol brands use surrogate advertising, brand sponsorships, and strategic product placements to maintain visibility. Eg: Alcohol brands often sponsor music festivals and sports events, indirectly promoting their products to younger audiences.
• Social Media and Algorithmic Amplification: Social media algorithms boost alcohol-related content (ARC), while “alcohol influencers” glamorize drinking and normalize it among youth. Eg: Platforms like Instagram and YouTube promote posts showing alcohol as part of a luxury lifestyle, increasing its social appeal.
• Attractive Packaging and Retail Tactics: Use of sleek bottles, premium branding, and Happy Hour deals enhance the aspirational value of alcohol and make it more appealing. Eg: Pre-mixed cocktails and flavoured spirits are marketed to attract young and first-time users.

Way forward: 

• Formulate a Unified National Alcohol Control Policy: Develop a comprehensive, evidence-based policy that aligns efforts across States and Central ministries, focusing on public health, harm reduction, and regulation of digital content.
• Invest in Public Awareness and Education: Launch large-scale awareness campaigns highlighting the health risks of alcohol, similar to tobacco control programs, to shift social norms and perceptions. Eg: Educating youth on links between alcohol and mental illness, cancer, and poverty can reduce its aspirational appeal.

Mains PYQ:

[UPSC 2024] In a crucial domain like the public healthcare system, the Indian State should play a vital role to contain the adverse impact of marketisation of the system. Suggest some measures through which the State can enhance the reach of public health care at the grassroots level.

Linkage: This article explicitly highlights alcohol consumption as a significant public health issue in India, leading to injuries, mental illness, non-communicable diseases like cancer, and contributing to approximately 2.6 million Disability-Adjusted Life Years (DALYs) in 2021.

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