"Wine or beer can be a part of the lifestyle. One glass can pair with healthy foods, eaten at proper

time, maybe together with family of friends. There is no place for binge drinking or any other form of

heavy consumption,"

An awareness cum presentation on THE INDIAN LIQUOR INDUSTRY’S ‘PROHIBITED

GROWTH’:THE LEGAL ENVIRONMENT

INDUSTRY OVERVIEW Indian Liquor Industry with

market value of INR 8500 Crs. against INR 900 Crs. in 1999 & is growing at 12-15% P.A over last 2 years.

The Indian liquor industry comprises of

-IMFL, Indian Made Foreign Liquor, and

-Country Made Liquor IMFL’s total business in market

INR 6150 Crs. Country Made Liquor’s business

INR 2350 Crs.

CULTURAL & SOCIETAL DIFFERENCESIndian people hold 3 different types of opinions for all the 3 classes of

people:-- Upper Class: STATUS SYMBOL- Middle Class: CHANGE IN THE LIFESTYLE- Lower Class: REDUCE THEIR TENSION & MISERIES

In India consumption of alcohol is considered as a TAABOO

Religious restrictions on the consumption of liquor

Alcoholic Beverages (8500 Crs.)- IMFL (6150 Crs.)

* Brown Spirits

# Whisky

# Brandy

# Rum

* White Spirits

# Vodka

# Gin

-COUNTRY LIQUOR

* Licensed

* Illicit

IMFL v/s COUNTRY LIQUOR Indian Made Foreign Liquor (IMFL) is western-style hard liquor such

as whisky, rum, vodka etc., manufactured in India Country liquors are indigenous recipes such as fenny, toddy & arrack

(in Hindi: desi sharab) The term IMFL is the official term used by government, business &

print media  The starting ingredient is a neutral spirit distilled from molasses, a by

product of the sugar industry  Blended with grain or malt-based whisky, which may include

imported Scotch whisky

Unauthorized stocking of Liquor

Not acquired appropriate licenses for the sale of liquor

Sale of liquor on dry days

Surrogate advertising to mislead the common man

Selling liquor to minors over the counter at wine shops

No stringent standards maintained at the time of

manufacturing liquor

Selling of expired stock to addicted people at cheaper rates

Sale of unauthorized liquor (desi ,khamba ,tharra)

Unethical practices in LIQOUR Industry

RESTRICTIONS ON LIQUOR CONSUMPTION(1) Legal Drinking Age

(2) Drunk Driving Law

(3) Advertisements

(4) Dry Days

(5) Dry Days by State

LEGAL ENVIRONMENT• “The state shall endeavor to bring about prohibition of the

consumption of intoxicating drinks.”• Production, distribution & sale under EXCISE RULES• Alcohol sales restricted in many states, and around school/college &

place of worship• Legal drinking age• Advertisements, 1999• In 2000, deregulation of alcohol production & liberal imports of

alcoholic beverages• Entry of foreign players• Lifting of Quantitative restrictions (QR’s)• April 1st 2001, lifted a long standing ban on the import of liquor• In 2002, basic custom duty reduced from 182% to 166%

GROWTH DRIVERS• Deregulation & tax reduction• Country’s demography• Uniform excise duty across states & revenue-sharing agreements for

inter-state sales in 2004• Market liberalization• Change in attitude towards alcohol consumption

CHALLENGES• High taxation

• State wise regulations

• Social taboo

• Consequences of men often spending large portions of their meager daily wages on liquor while their families go without food & shelter

• Support to the prohibition of alcohol by some women’s social groups

CHALLENGES

• Ban on advertising

• Counterfeit

• Point of sales and unorganized retail

• Aggressive official anti-alcohol abuse initiative through advertisements & campaigns

ADVANTAGES OF BEER• Source of vitamins, minerals and flavonoids• Coronary heart disease (CHD)• Cholesterol• X-Rays radioprotection• Cheaper

DISADVANTAGES OF BEER

• “Beer belly”• Heartburn• Blood pressure.• Intoxication &

Dehydration• Impairment of

driving-related skills

CONSUMPTION OF ALCOHOL IS INJURIUS TO HEALTH SO STAY SAFE AND DRINK WISELY.

DON’T BE A BINGE DRINKER,

BE A WISE & HEALTHY DRINKER.