Are Indian men drinking less alcohol? But why?

It’s no accident that

Indian men’s drinking patterns

are changing. Indian men’s alcohol use has significantly decreased, according to data from multiple research. Why is this trend occurring? Let’s break it down and raise a glass (one that isn’t alcoholic).

Men are saying ‘No’ to the booze more than ever

Data from NFHS-5 (2019-2021) shows that fewer Indian men reported drinking alcohol compared to previous years like 2015 or even as far back as 1998. The decline is noticeable across almost all states. For years, alcohol use was seen as an “emerging public health concern,” but the stats suggest the tide is turning.

This isn’t just about individuals—it’s a societal shift. Men are increasingly aware of the health risks, social consequences, and financial burdens of alcohol consumption. Plus, there’s growing acceptance of choosing not to drink, making it less taboo to say, “Nah, I’m good with just water.”

Rise of the health-conscious gentleman

An increasing number of Indian guys are joining the fitness craze. A greater emphasis on health and well-being is evident in everything from yoga vacations to gym subscriptions. Alcohol doesn’t fully fit into this story because of its long-term health effects and empty calorie content.
Nowadays, a lot of guys prefer leading better lives, substituting early runs for late-night beers. The promotion of “clean living” by social media celebrities has greatly contributed to the aspirational nature of this change.

When laws help you cut back

This tendency is being shaped by policy as well as individual decisions. Many Indian states have tightened their laws against drunk driving, instituted dry days, and restricted the sale of alcohol. Alcohol is even completely prohibited in states like Gujarat and Bihar.
Such measures not only limit access but also send a strong message about the harms of alcohol. Combine this with public awareness campaigns and health warnings on alcohol products, and you have a recipe for reduced consumption.

Peer pressure? What’s that?

Drinking is becoming less “cool,” especially with younger people. According to a study published in 2023, teens and young people now see alcohol as dangerous rather than necessary for enjoyment. The “denormalisation” of drinking is the term used to describe this change.
Social conventions are changing as well. Avoiding alcohol is becoming more and more acceptable, and men are no longer under pressure to drink in order to fit in. Juice and mocktails are no longer regarded as boring or uninteresting.

But wait, there’s a twist…

While the number of men drinking is dropping, those who do drink are consuming more alcohol than before, according to the WHO. This suggests that while casual drinking may be on the decline, heavy drinking persists among certain groups.
This necessitates focused measures, such as improving access to alcohol dependence help and establishing more welcoming environments for non-drinkers.