Unlike US, India essentially never accepted alcohol as a part of normal social discourse or eating behavior, nor ritualized consumption as a part of religion. Hence, there is a virtual absence of "normative patterns" of drinking alcohol and attitudes toward it. (Dube 1965), strove to identify the cultural and ideological patterns of pluralistic Indian society as traditional and nontraditional. The traditional drinking pattern reflects the tribal drinking patterns of about 8.8% of total Indian population (according to the 1981 census). .
In Indian tribal cultures, alcohol, as a natural product, is perceived as a gift to humankind and in turn was reverently offered to the nature gods and other sacred powers (Rao and Rao 1976). A ritualistic drinking pattern is found among a few Hindu sects. "In the Tantric sect, drinking and all kinds of sensual indulgences are permitted and practiced during the rituals" (Dube). The Shakti sect offers intoxication drinks to propitiate their goddesses, and the devotees also consume alcohol (Chand 1972). These groups believe alcohol is one of various mind-altering substances that allow a priest or devotee to attain altered levels of consciousness so as to be able to cast magical spells. Although, many of these sects never had the opportunity to spread their beliefs and attitudes toward alcohol use among the larger population. .
The complexity of Indian culture is reflected in drinking patterns that show wide variation across regions, rural-urban location, socioeconomic status, and religious beliefs. A longitudinal multilocation study conducted in 1976 and 1986 among university student (Mohan and Sundaram 1987) showed significant correlation with a number of different factors. Gender was especially important; the prevalence rate of alcohol consumption was eight times higher among males than females. "Age was a significant factor in the alcohol consumption pattern of both males and females; students twenty years of age or higher used more alcohol than those of younger age" (Ahuja 1982).
