Alcohol consumption in India amounted to about *****billion liters in 2020 and was estimated to reach about **** billion liters by 2024. The increase in the consumption of these beverages can be attributed to multiple factors, including the rising levels of disposable income and a growing urban population, among others.   Alcohol market in India India’s alcohol market consisted of two main kinds of liquor – Indian made Indian liquor or IMIL, and Indian made foreign liquor or IMFL. This was in addition to beer, wine, and other imported alcohol. Country liquor accounted for the highest market share, while spirits took up the majority of the consumption market. Young consumers Although the average per-adult intake of alcohol was considerably lower in India when compared to other countries such as the United States, heavy drinkers among young Indians were more prevalent. Men were more likely to drink than women by a large margin and were also more prone to episodic drinking. According to a study, over ** percent of Indians aged under 25 purchase or consume alcoholic beverages even though it is illegal. This was despite bans on alcohol in some states across the country and limitations on sales in some others.