Consumer VOICE in association with Citizen Awareness Group, Chandigarh hosted a roundtable discussion at Red Bishop on the 14th of January, 2025 for promoting responsible alcohol consumption in Haryana. The meeting brought together key stakeholders including representatives from various organisations such as the PGI, Chandigarh; IMA; Rotary Club, Panjab University, Gateway Consulting and other eminent medical professionals and NGOs.

Dr. Ratna Bharti, Executive Director, Haryana State Health Resource Centre, Haryana (HSHRC), who was the Chief Guest on the occasion, emphasized the urgency of the situation, stating, “There is a pressing need to work towards prevention and the need to create public awareness campaigns on responsible consumption of alcohol. Also, it is important for several stakeholders including civil society organisations, the government and various institutions to work together to ensure the well-being of our citizens.” CMO, Panchkula Dr. Mukta Kumar and PMO, Dr. Rita Kalra also spoke on the occasion.

Discussions centered on addressing the rising per capita alcohol consumption particularly in Haryana. Participants examined various factors driving this trend, including changing demographics, improved living standards, higher disposable incomes, evolving spending habits, and the growing culture of social drinking.

A key concern highlighted during the discussion was the general lack of awareness among consumers regarding alcohol content in different beverages and proper measurement of intake. The participants emphasized the importance of developing comprehensive strategies to promote moderate consumption and better consumer education.

Surinder Verma, Chairman, Citizens Awareness Group, emphasized the urgency of the situation, stating, “There is a pressing need to create awareness amongst consumers, particularly the youth, on responsible consumption of alcohol. Our focus must be on education and prevention to ensure the well-being of our citizens.”

The roundtable discussion marks an important step in developing a coordinated approach to address this public health concern while promoting responsible consumption practices among Haryana’s residents.

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On December 28, 2024, Consumer VOICE supported by the Directorate of Medical & Health Services, Govt. of Rajasthan, facilitated a round table discussion in Jaipur, aimed at addressing the pressing issue of irresponsible alcohol consumption especially among the youth of Rajasthan. A diverse group of experts and stakeholders including representatives from various organisations such as the World Health Organization, Tata Trusts, Consumer Voice, Gateway Consulting and several health experts were present to deliberate on strategies to curb this irresponsible alcohol intake across the state.

The session primarily focused on analysing current consumption trends, formulating policy recommendations, and highlighting the importance of collaboration between various sectors.

Discussions centered on addressing the rising per capita alcohol consumption particularly in Rajasthan. Participants examined various factors driving this trend, including changing demographics, improved living standards, higher disposable incomes, evolving spending habits, and the growing culture of social drinking.

A key concern highlighted during the discussion was the general lack of awareness among consumers regarding alcohol content in different beverages and proper measurement of intake. The participants emphasized the importance of developing comprehensive strategies to promote moderate consumption and better consumer education.

Dr. Sunil Singh, OSD to Principal Secretary, Health to the Government of Rajasthan, emphasized the urgency of the situation, stating, “There is a pressing need to create awareness amongst consumers, particularly the youth, on responsible consumption of alcohol. Our focus must be on education and prevention to ensure the well-being of our citizens.”

Mr. Tushar Gandhi, of Gateway Consulting and knowledge partner to Consumer VOICE presented data illustrating the per capita alcohol consumption in Rajasthan and its associated health implications. His presentation also outlined several policy recommendations, including the importance of awareness about alcohol content, consultation with the health department in formulating excise policies, and taxation based on Alcohol by Volume (ABV) content. A key highlight of the discussion was the contribution of Dr. Rajesh Vishwakarma, WHO Lead who highlighted the costs of health management incurred by the State on people impacted by irresponsible drinking vs excise revenue earned. 

Dr. Deependra Singh representing TATA Trusts, echoed the same sentiment, emphasizing the need for balanced approach between revenue generation and health of the citizen.

Mr. Hemant Upadhyay, Advisor at Consumer VOICE, initiated the discussion by highlighting the disparity in alcohol consumption between rural and urban areas, setting the stage for a comprehensive examination of the issue. He emphasized the need for policies to restrict alcohol consumption, framing it as a matter of entertainment rather than addiction.

Other prominent participants included Dr. Khalia from JOHA, Dr. Adesh Chaturvedi-independent health policy advisor, Dr. Deepak Sharma of CHAI and 6 other officials from Directorate of Medical & Health Services, Govt. of Rajasthan. 

In conclusion, the roundtable discussion provided a platform for stakeholders to exchange ideas and formulate actionable recommendations to reduce alcohol consumption in Rajasthan with a special emphasis on education consumers of ill effects of Irresponsible drinking.

Highlighted policy recommendations discussed during the roundtable:

1) Creating Awareness of Alcohol Content by Volume: This recommendation emphasizes the importance of educating consumers about the alcohol content (by volume) present in various beverages. Many consumers may not be aware of the pure alcohol content in their drinks, leading to unintentional overconsumption. By providing clear information on labels and through public awareness campaigns, individuals can make more informed decisions about their alcohol intake, leading to potentially reduced consumption rates and associated harms.

2) Consulting the Health Department in Excise Policies: Involving the health department in the formulation of excise policies is crucial as it ensures that public health considerations are taken into account when regulating alcohol. Health professionals can provide valuable insights into the potential health impacts of various policy options and help design measures that prioritize the well-being of citizens. This collaborative approach ensures a balanced policy framework that addresses both economic and health concerns.

3) Strengthening the Madya Nishedh Dept.: The Madya Nishedh Dept. plays a vital role in overseeing alcohol-related regulations and initiatives aimed at promoting responsible drinking and reducing alcohol-related harm. Strengthening this dept. involves providing it with adequate resources, authority, and expertise to effectively carry out its mandate. This may include expanding its scope of activities, enhancing enforcement mechanisms, and fostering partnerships with relevant stakeholders.

4) Taxation Based on Alcohol by Volume (ABV) Content: Taxation based on alcohol by volume (ABV) content is a targeted approach to discourage the consumption of high-alcohol beverages. By levying higher taxes on beverages with higher ABV content, policymakers can incentivize consumers to opt for lower-alcohol alternatives. This strategy not only promotes responsible drinking but also generates revenue that can be allocated towards alcohol-related public health initiatives.

5) Setting Minimum Unit Price and Banning Low-Priced High-Alcohol content Beverages: Setting a minimum unit price for alcohol ensures that alcoholic beverages are sold at a price that reflects their alcohol content, discouraging the consumption of cheap, high-alcohol products. Additionally, banning the sale of ultra-low-priced, high-alcohol beverages can prevent their accessibility to vulnerable populations, such as underage drinkers and individuals with alcohol use disorders.

6) Ban on Sale of Ultra-Small Packs of Alcohol: Restricting the sale of ultra-small packs of alcohol aims to curb impulsive and excessive drinking behaviours. These small-sized packs  often facilitate binge drinking and contribute to alcohol-related harms, particularly in social settings where alcohol is readily available. By prohibiting the sale of such packs, policymakers can mitigate the risk of alcohol abuse and promote safer consumption patterns.

7) Strong Communication Campaigns Emphasizing the Harms of Alcohol: In addition to regulatory measures, strong communication campaigns are essential for raising awareness about the adverse health and social consequences of alcohol consumption. By leveraging various media channels and messaging strategies, such campaigns can educate the public about the risks associated with excessive drinking and challenge societal norms that normalize alcohol use. Emphasizing the harms of alcohol through targeted messaging can help shift attitudes and behaviours towards more responsible drinking practices, ultimately contributing to a reduction in alcohol-related harm across the population.

8) Educational Campaigns Starting from a Young Age: Recognizing the importance of early intervention, the education department should spearhead educational campaigns to highlight the harms of alcohol consumption, targeting students from a very young age, starting as early as 5th standard. By integrating alcohol education into the school curriculum, students can develop a comprehensive understanding of the risks associated with alcohol use and develop healthy attitudes towards alcohol from a young age. These campaigns can utilize age-appropriate materials and interactive activities to engage students and empower them to make informed choices regarding alcohol consumption as they grow older.

9) De-glamorising Alcohol Bottles: Another crucial recommendation is to implement measures to de-glamorise alcohol bottles and packaging. Currently, alcohol packaging often features attractive designs and branding that may glamorize and promote alcohol consumption, especially among young people. By adopting plain packaging regulations similar to those implemented for tobacco products, policymakers can strip alcohol packaging of its allure and reduce its appeal to consumers. Plain packaging, coupled with health warning labels, can help shift perceptions of alcohol from being a desirable lifestyle choice to a potentially harmful substance, thereby discouraging excessive consumption and promoting public health objectives.

Overall, these policy recommendations reflect a multifaceted approach to reducing alcohol consumption and its associated harms in Rajasthan. By combining regulatory measures, public awareness campaigns, and collaborative efforts across sectors, policymakers can work towards creating a healthier and safer environment for all citizens.

MEDIA COVERAGE

1. Mahanagar Times 4th Jan 25 page 9 https://epaper.mahanagartimes.com/view/855/mahanagartimes/9#google_vignette   
2. https://rajasthan.punjabkesari.in/rajasthan/news/meeting-regarding-alcohol-consumption-in-rajasthan-2083767
3. https://ymdnetwork.com/2025/01/03/health-experts-convene-in-jaipur-to-address-responsible-alcohol-consumption-in-rajasthan/
4. Aas Paas Jaipur  2025-01-04
5. Patrika – 4/1/25
6. Morning News, Jaipur 04/01/25
7. Aayush – Antima Network – Jaipur 04/01/25
   
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On December 9, 2024, Consumer VOICE, Delhi in collaboration with HTA Haryana organised student sensitisation program on ‘Ill Effects of Irresponsible Alcohol consumption’ in Jagannath University, Jhajjhar. This program aimed to educate university students about the serious consequences of alcohol consumption, and also addressing its health, social, and legal impacts. By leveraging academic expertise and social activism, the program provided a comprehensive understanding of the risks associated with alcohol consumption and strategies for creating healthier, addiction-free communities.

With the participation of influential speakers, including educational leaders, social activists, and health specialists, the event made an impact not only at the university level but also at the broader societal level, with thousands benefiting indirectly through media outreach.

Objectives of the seminar

• To educate young adults, particularly university students, on the detrimental effects of alcohol on physical and mental health.
• To highlight the social and legal consequences of alcohol abuse, including its impact on road safety and relationships.
• To promote de-addiction initiatives and offer guidance on making informed lifestyle choices that contribute to personal well-being and societal health.
• To foster long-term awareness and change by encouraging students to become ambassadors of a healthy, alcohol-free lifestyle in their communities.

The event featured esteemed guests from various fields, including academia, law enforcement, and social activism. Their insights provided a multidisciplinary perspective on the issue, making the seminar comprehensive and impactful.

Professor Poonam Malik, Registrar, Jagannath University welcomed the attendees and provided an institutional perspective on the issue. She reinforced the university’s commitment to supporting initiatives that encourage students to lead healthy, responsible lives. “The ripple effect of today’s seminar will benefit not only the students present but also the communities they return to, as they share the knowledge gained today,” she remarked. 

As the chief guest, Professor (Dr.) Prasad Rao P.V.V., Vice Chancellor, Jagannath University stated that “Educational institutions must lead the charge in cultivating a generation that understands the importance of mental and physical health and steers clear of substances like alcohol that threaten both.” He highlighted the long-term physical health risks associated with alcohol consumption, such as liver disease and cardiovascular complications, linking these issues to larger societal challenges.

Hitesh Hindustani, President, HTA Haryana articulated concerns over how this trend poses threats to public health, safety, and societal well-being. Hindustani urged the youth to exercise responsibility, noting, “The future of the nation lies in your hands. It’s up to you to make choices that lead to a healthier and more prosperous society.”

Aacharya Kuldeep provided an in-depth analysis of alcohol’s physiological and psychological impacts, referencing data from the World Health Organization (WHO). His expertise in Ayurveda and Yoga provided a holistic approach to combating addiction through lifestyle changes and mental discipline.Representing law enforcement, SI Naresh highlighted the direct correlation between alcohol consumption and road accidents, which continue to claim thousands of lives annually in India. “Driving under the influence is not just a personal risk; it endangers the lives of others on the road,” he warned.

Mr. Hemant Upadhyay, Advisor, Consumer Voice Delhi, addressed the far-reaching social implications of alcohol addiction, emphasizing how it erodes personal relationships and deteriorates social standing. “Addiction isolates individuals from their social networks, leading to alienation and strained family dynamics,” he noted.

The seminar at Jagannath University has been widely regarded as a resounding success. It not only informed the students about the dangers of alcohol consumption but also equipped them with tools and strategies to resist peer pressure and make healthier life choices. The comprehensive approach, blending medical science, social awareness, and legal perspectives, created a well-rounded discussion that resonated with the audience. The event was attended by over 150 university students and was covered extensively by both print and digital media, ensuring its message reached a wide audience beyond the university.

Media

1. Dainik bhaskar (link)
2. Amar Ujala (link)
3. Dainik Jagran (link)
4. Published news on Haryana Bulletin (link) 
5. https://www.haryanabulletinnews.com/2024/12/blog-post_9.html
6. https://public.app/video/sp_564b35g9yocjo
7. https://www.haryanabulletinnews.com/2024/12/blog-post_10.html