• Mr. Noel Salvador Fernandes
• Dr Mala Kharkar

Alcohol has always had a contraposition to it. India has always had plentiful in its culture & so has been with its regional alcohol. Many indigenous alcohols have played their role in regional culture & economy since early Indian civilization. Slowly these trends are losing its charm amongst the Indian adolescent & the young adults. Due to inconstant mass media advertising, lack of awareness amongst the youth in terms with the making process of regional alcohol, health benefits & moderate drinking. The Indian youth are more aware of the international brands of spirits but very few are aware of the regional spirits. The term desi daru is very prominent for regional spirits but the term is also considered equating low societal standards or a taboo. Talking about central India is a state of Jharkhand where the tribal have fascinated the art of producing mahua made from mahua flowers a distilled spirit with lots of health benefits to it. The present study is an attempt to create awareness for regional spirits among the Indian youngster. To authoritarian the government rules & policies in terms of creating new perception to the regional spirits.

Contraposition, Plentiful, Taboo, fascinated, Authoritarian.

"THE LOSING TREND OF REGIONAL SPIRITS IN INDIAN YOUTHS ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 6, page no.117-126, June-2023, Available :http://www.jetir.org/papers/JETIRFY06016.pdf

"THE LOSING TREND OF REGIONAL SPIRITS IN INDIAN YOUTHS ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 6, page no. pp117-126, June-2023, Available at : http://www.jetir.org/papers/JETIRFY06016.pdf