How Rural Telangana Became India’s Top Premium Alcohol Consumers
Rural Telangana has emerged as India’s top spender on foreign liquor and beer, with residents spending an average of ₹3,061 per capita annually on premium alcohol products. This staggering figure is not only a testament to the region’s love for fine drinks but also raises concerns about the impact of alcohol consumption on public health and the economy. According to a working paper by the National Institute of Public Finance and Policy on intoxicant consumption across Indian states for 2022-23, Telangana ranks fifth nationally in cigarette consumption at ₹415 per capita.
To understand how rural Telangana became India’s top premium alcohol consumers, it is essential to delve into the region’s cultural and economic context. Telangana, a newly formed state in 2014, has a rich cultural heritage and a strong tradition of social gatherings and celebrations. In rural areas, weddings, festivals, and other social events are an integral part of daily life, and these occasions often involve the consumption of alcohol.
In the past, arrack, a local spirit made from fermented fruits or grains, was a staple drink in rural Telangana. However, with the rise of globalization and the influx of foreign liquor brands, the preference for premium alcohol products has increased significantly. The availability of international brands at affordable prices has made it easier for rural residents to access and consume premium alcohol.
Another factor contributing to rural Telangana’s high per capita spending on premium alcohol is the growth of the middle class. As the economy has grown, many rural residents have gained access to better-paying jobs and higher incomes, allowing them to afford luxury goods and services, including premium alcohol. The rise of e-commerce and online shopping has also made it easier for rural residents to purchase premium alcohol products, which are often not readily available in local markets.
The impact of premium alcohol consumption on public health in rural Telangana is a pressing concern. According to the National Institute of Public Finance and Policy’s working paper, alcohol consumption is a significant contributor to health problems in the region, including liver disease, cancer, and road accidents. The paper also notes that alcohol consumption is often linked to domestic violence, social problems, and economic instability.
The economic impact of premium alcohol consumption in rural Telangana is also worth examining. While the liquor industry generates significant revenue, a portion of this income is spent on healthcare and law enforcement services to mitigate the negative effects of alcohol consumption. Additionally, the high per capita spending on premium alcohol products could divert funds away from other essential expenditures, such as education and infrastructure development.
In light of these concerns, the government of Telangana has taken steps to regulate the liquor industry and promote responsible consumption. In 2020, the state government introduced a new liquor policy, which aimed to reduce the number of liquor shops and restrict the sale of liquor near educational institutions and residential areas. The policy also imposed a ban on the sale of liquor in open spaces and public places.
The Telangana government has also launched awareness campaigns to promote responsible drinking and discourage underage drinking. The campaigns, which are run in partnership with local NGOs and community groups, aim to educate residents about the risks associated with excessive alcohol consumption and promote healthy lifestyles.
In conclusion, rural Telangana’s emergence as India’s top premium alcohol consumers is a complex issue that is influenced by a range of factors, including cultural and economic context. While the growth of the premium alcohol market has generated significant revenue, it is essential to address the negative impacts of alcohol consumption on public health and the economy. By promoting responsible drinking and regulating the liquor industry, the government of Telangana can work towards creating a healthier and more sustainable future for its residents.
Source: https://thesouthfirst.com/health/how-rural-telangana-became-indias-top-premium-alcohol-consumers/
