USAGE PATTERN OF ILLICIT LIQUOR IN KERALA: A STUDY WITH REFERENCE TO FREQUENCY OF USAGE AND DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS

Abstract

Alcoholic beverages are part and parcel of human life from the time immemorial. Moderate consumption of carefully prepared beverages are expected for a normal balanced life. Kerala is the major market for liquor in India. Out of the total population of 3.25 crores, 35% consume alcoholic beverages and 40% of the drinkers follow addictive or pathological consumption pattern. The threat from illicit liquor is a persisting problem in the state. This study conducted among 450 consumers reveals that all categories of consumers across different age groups, place of living and education consume illicit liquor in Kerala. Concrete measures need to initiated by the administers to check the availability, sales and usage of spurious brews. Well designed awareness program on the health hazards caused by spurious brews need to be organized to convince consumers of all age and education levels across Kerala.