About Mind the Pour

Alcohol is one of India's largest consumer industries — and one of its least understood. Prices swing wildly across a state line, brands become status symbols, bars make their margins on cocktails, and premiumization is quietly rewriting the market.

Mind the Pour decodes all of it. We're an editorial media brand covering the business, pricing, psychology and culture of what India drinks — with data and plain English.

What we are (and aren't)

We are a media/education project about the alcohol industry. We are not a seller or promoter of alcohol, and we don't glamorise drinking. Our "Drink Smart" work is about consumer literacy and safety.

What we cover

• Price Decoded — how state excise duty shapes what you pay
• Brands & Status — the business behind the bottle
• Learn — evergreen explainers on the economics of alcohol
• Glossary — the terms, in plain English

21+ only. Please drink responsibly. See our responsible drinking note.