The increasing acceptance of alcohol consumption in Indian society, coupled with the rise in disposable income among the people, has led to rapid growth of the alcoholic beverages industry within the country. A number of domestic as well as reputed foreign companies are doing brisk business in the market for alcoholic drinks within the country. The rising influence of western culture and heavy advertising by beverage companies promoting alcohol as a lifestyle product have also led to its increased consumption, further boosting growth in this sector. Whiskey holds the largest share among alcoholic drinks sold in India. Going ahead, the increase in the number of women consuming alcohol has huge potential to enhance the prospects of this industry. Hide this