On April 15, 2025, Consumer VOICE supported by Maharashtra Public Health Department including Municipal Corporation of Greater Mumbai organised a round table discussion in Mumbai, aimed at addressing the pressing issue of irresponsible alcohol consumption especially in the youth of Maharashtra. The meeting gathered a diverse group of experts and policymakers including representatives from various organisations 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 centred on addressing the rising per capita alcohol consumption particularly in Maharashtra. 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. 

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. 

Dr. Vaibhav, Medical Officer, DDC representing Dr. Daksha Shah – Executive Health Officer, Public Health dept., MCGM, emphasized the urgency of the situation, stating, “urgent intervention is needed from all concerned specially to create awareness amongst consumers, particularly the youth, on responsible consumption of alcohol. Our focus must be on utilising ground level health workers like “Asha” for education and prevention to ensure the well-being of our citizens.” 

Other prominent participants included Mr. Rishi, a social worker and Mr. Krishna Rathore, educationist who expressed their deep concern towards irresponsible liquor consumption in youth of Maharashtra and wanted the administration to address this issue. 

In conclusion, the roundtable discussion provided a platform for stakeholders to exchange ideas and formulate actionable recommendations to reduce alcohol consumption in Maharashtra with an 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.