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Anti Dot Of Hangover

Anti-hangover wellness drinks are just the responsible goodness the Indian consumer needs to cultivate as a norm to ensure the crippling ill-effects of alcohol impact neither the fun nor their well-being.

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Innovation is born from ideas. And anybody can have a good idea. Human beings have the gift of being able to do abstract thinking and envision a future that can disrupt the status quo. This creates the potential for innovation to emerge anywhere and if nurtured and put into practice, they can drive deep impact and economic development for societies.

Identifying during my travels abroad the un-met need for a trusted anti-hangover drink in India, made me realize the unaddressed scope existing in this industry. Further researching the space made me aware that today’s generation while inclined to let their hair down every now and then, is also conscientious when it comes to personal wellness, opting to shop from the organic, plant-based, anti-oxidant laden, responsible side of the aisle. 

Disruption is waiting to happen everywhere around us and any idea if nurtured can find a willing market.  

A heady cocktail of change

A Lancet study reveals that between 2010 and 2017, alcohol consumption in India increased by 38 per cent -- from 4.3 to 5.9 litres per adult per year, joining the global upsurge in alcohol consumption which collectively has seen a 70% rise since 1990.   

The changing landscape of alcohol consumption in India is driven by many factors. As the expendable income is rising, the composition of the middle class is also undergoing a change. This is resulting in a rise of discretionary spend. Cultural shifts driven primarily by Gen Y and Gen Z are making liquor consumption increasingly acceptable. Alongside alcohol is today perceived as a social integrator of sorts which allows for shared experiences. 

And it isn’t just the youngsters, the cultural shift is also evident in the fact that the older generation is more openly joining the youngsters in enjoying a drink together.

Time to uncork responsibility

All the acceptance and affinity that alcohol in India has witnessed in recent years has not accompanied with an equal measure of responsibility. 

Alcohol is a known risk factor for a host of health problems and lifestyle diseases. Whether heavy, moderate or occasional drinker, everyone must spare a thought to the fact that each drink is putting a strain on the liver, kidneys, pancreas, stomach and mental health.

According to a statistic released by the U.S. Centers for Disease Control and Prevention in 2015, hangovers result in $85.3 billion in lost productivity.

Anyone talking about responsible drinking is shut off like a party-pooper. Conversely, anyone complaining of a hangover is shamed with done to death jokes. It is time to shatter status-quo by putting an end to this side-stepping and claiming personal responsibility over good health.   

India needs a responsible response to the after-effects of drinking. Anti-hangover drinks help restore the body’s pH levels, replenish depleted nutrients and flush out toxins. Not only will awareness and growing conversations result in more responsible behaviour, it will also help slam the breaks on the growing global burden of lifestyle diseases—all without putting a stop to socializing, celebrating or enjoying some alone time. 

Chasing wellness in an opposing environment

An ideal set of circumstances rarely presents itself in today’s reality of modern-day living. Work schedules, stress levels, social commitments and responsibilities all take a toll on our health and wellness every day. This calls for a healthy counter to any indulgence which can precipitate matters.

This is especially true for social drinking. Birthdays, celebrations, client dinners or an out of town friend won’t essentially arrive over the weekend. Without the luxury of the following day-off to nurse yourself back to health, means having to go out into the world and fulfil the demands the world places squarely at your feet despite reeling under the miserable after-effects of drinking the previous day.  

Anti-hangover wellness drinks are just the responsible goodness the Indian consumer needs to cultivate as a norm to ensure the crippling ill-effects of alcohol impact neither the fun nor their well-being.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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Viraj Patel

The author is Director, Dot Shot

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