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Business trends

Alcohol demand surges in India as inhibitions fall away

Consumption more than doubles in a decade as values shift and wallets fatten

Domestic beer brand Bira is gaining popularity in thirsty India.
Domestic beer brand Bira is gaining popularity in thirsty India.   © Reuters

MUMBAI -- India's thirst for booze is winning out over conservative values, as generational changes and economic growth have sent consumption soaring in a country where alcohol sales are often banned on designated days.

On a mid-October evening, a pair of men wearing suits declared they were headed to quench their thirst at an Oktoberfest celebration as they hurried toward a Mumbai horse-racing track. They apparently aimed to drown their work-related cares at day one of the venue's three-day German-style festival, where many like-minded people lined up to buy beer and sausages.

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