Gone are the days when Keralites used to welcome Onam with floral carpets, Pulikali ( tiger dance) and Onam Sadyas (Onam feast). But the times have changed, nowadays Mallus can't even think of an Onam without alcohol. Boozing has become an integral part of this harvest festival , brandy and whiskey are as much served as payasam (pudding) during the week long Onam celebrations
Alcohol sales in Kerala are expected to touch Rs.200 crore during this Onam season that starts Aug 26. Liquor shops in the state are well-stocked to meet the high demand. Who said Kerala is affected by global recession?
Believe it or not, the boozers of Kerala spend more money on liquor than what the entire State spends for all essential commodities including the staple food, rice, during Onam festival.
In the 2008 Onam season, the rice sales had amounted to a little over Rs 100 crore while the liquor sales had netted Rs 160 crore for Bevco. The sales target of the State run ConsumerFed with about 1,000 outlets for this Onam is a just Rs 40 crore.
In alcohol consumption Kerala beats the rest of India hands down. Kerala tops the list on liquor consumption in India. Figures released in the year 2008 showed that the State’s per capita alcohol consumption has grown to 8.3 litre, the highest in India, shoving Punjab, with 7.9 litre, out of the race for the top slot.
An average malayalee mind has become vulnerable to all kinds of temptations, whether its money or alcohol, this is the reason why they are becoming more alcholing" explains Niji Vijayan a psychologist from Thrissur.
Whether it is a psychological problem or not, Kerala government is least bothered about it, because liquor is the primary revenue source for Kerala government (which is in huge debt).
Kerala is called God's Own Country but it’s gradually turning out to be alcohol's own land too.
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