The Dice is Loaded Against Women

It is still really hard for a great many people in India to accept that women drink alcoholic beverages and are comfortable with it. It is harder for them to digest the fact that there are many women in India who like to have a drink and have a good time. Moreover, drinking of alcoholic beverages in Indian culture is not promoted, it is barely tolerated, feels Prarrthona Pal Chowdhury, Business Head, TWG Tea – India.

Alcohol isn’t banned in India, nor is it unheard of for women to drink alcoholic beverages in the country. But buying it is a totally different matter. There social taboo comes into play. Empowerment is more pronounced to things which were previously denied. “In a country where ‘drinking’ still remains a bad word, when I make a purchase decision on alcoholic beverages, I feel empowered twice over,” says Prarrthona Pal Chowdhury.

Prarrthona has been in the liquor industry for a long time and has witnessed the growing purchasing power of women and how that power is influencing their choices. Sharing her thoughts on how does she buy her liquor, she says that now that she sells TWG Tea, a Singapore-based global luxury tea brand, her gifting to friends has changed from wines to luxury tea. However, at the Duty Free it is always two bottles of rare whiskies whenever she is traveling back to India. Other than that, twice a month is the regular ration, she adds.

Commenting on the perception of most women that advertisers and marketers don’t understand their needs and aspirations, especially when it comes to alcoholic beverages, she says that first of all, it is just really hard for a great many people in India to accept that women drink alcoholic
beverages in India. “It is harder for them to digest the fact that there are women in India who like to have their drink and have a good time. Moreover, in Indian culture drinking of alcoholic beverages is not promoted, it is barely tolerated,” she says.

India has held a strong stance on the ban of advertising of tobacco and liquor products since 1995. Surrogate or indirect advertising is the only option left for advertising of alcoholic beverages in India. “So, even if the marketers understand, it is difficult to tailor their promotions to cater to the needs of women drinkers,” Prarrthona analyses.