Maharashtra rolls out youth-oriented campaign to curb under-age drinking
Team L&M
The Maharashtra State Excise Department has launched a powerful campaign to curb underage drinking in Mumbai, aimed at educating youth under 21 about the risks associated with alcohol consumption. The Maharashtra State Government has passed a resolution mandating that all licensed liquor outlets, including shops, bars, hotels, and permit rooms, install cameras equipped with artificial intelligence (AI) and machine learning (ML) capabilities.
The campaign, which leverages impactful storytelling, influential voices, and digital engagement, intends to reach parents, educators, and young audiences alike, promoting a culture of responsibility and awareness. With over 2,000 outlets in Mumbai alone and an additional 1,500 in the metropolitan region, this new measure is part of a larger initiative by the Maharashtra State Excise Department to foster responsible alcohol consumption across the state.
Under the new guidelines, liquor vendors must ensure their establishments comply with AI-enabled surveillance to prevent sales to minors and unauthorized individuals. The campaign emphasiSes that alcohol consumption under the age of 21 can harm brain development, increase the risk of addiction, and lead to academic and social challenges.
Additionally, customers must carry valid permits—either permanent or temporary—when purchasing, carrying, or possessing alcohol in Maharashtra, as stipulated under state law. These measures not only ensure compliance but also enhance consumer responsibility.
The campaign has already garnered strong support from the general public, with many applauding the Government’s proactive stance. Currently being implemented on an experimental basis in Mumbai, the Maharashtra State Excise Department plans to expand the initiative state-wide based on its success.
The campaign’s core message is that a healthy, fulfilling lifestyle free from alcohol is achievable and beneficial for young people. Through this initiative, the Maharashtra State Excise Department aims to inspire a culture shift, emphasising responsibility and awareness in communities across Maharashtra.
