Hyderabad: The constant check on drunk driving is helping the police across Indian cities in keeping vigil on such dangerous adventures. However, it has been discovered that one of the reasons for many getting caught is that almost 54 per cent of Indians prefer to consume liquor in their four-wheelers then spend the money in a bar. The ambience may not always be comfortable where large crowds sit down for a drink.
According to a study by Kantar and NFX Digital, a data and digital marketing company, also found that 44% of Indian youth end up drinking in cars as they are unsure of places where they can enjoy the outing as that could expose their habits to some elders and avoid societal stigma.
The researchers interviewed 3,000 respondents, drawn from across Delhi, Gurgaon, Lucknow, Mumbai, Kolkata, Vijayawada and Chennai.
The study was commissioned by National Restaurants Association of India (NRAI) and was aimed at understanding barriers of responsible drinking in the identified cities. In Chennai only 10% of people prefer to drink in the cars against Delhi’s 21%.
Other than prices at resto-bars, the fear of being judged by strangers and their privacy were the main reasons for drinking in cars with 43%. People were also concerned about safety in these restro-bars. Bars perceived as unsafe for women also was a contributory factor to 24% of people.
According to Anurag Katriar, President NRAI, “These findings are a reflection of the seismic changes we are seeing when it comes to declining binge drinking levels and the cultural shift that is happening in the relationship between India’s millennials and alcohol. The overall findings resonate with NRAI’s ongoing efforts to foster an eco-system that encourages responsible drinking.”
The study states that 61% of Mumbai respondents preferred drinking in pubs and restaurants. Meanwhile, even as only 8% preferred drinking in pubs and restaurants in Gurgaon, an overwhelming 47% preferred drinking in Ahaatas (outdoors). Incidentally, these types of bars are exclusive to Gurgaon.
The study also states that 50% of Lucknow youth in the age group of 21-40 years preferred drinking in their homes, while in Vijayawada only 20% preferred such an option.
The study also points out that efforts by various State Governments to curb drinking in cars has not been successful as this will result in issuing licenses to more outlets.