In Jammu and Kashmir, there has been a notable surge in alcohol sales despite mounting pressure from political factions advocating for prohibition to tackle alcohol abuse issues. The state government anticipates a 4% growth in excise revenue, even as parties like the People’s Democratic Party (PDP) and the Bharatiya Janata Party (BJP) continue to lobby for a complete ban on liquor. The recently introduced excise policy aims to strike a delicate balance by addressing concerns related to alcohol’s detrimental effects while also fostering the growth of the liquor sector. The debate surrounding alcohol consumption in J&K remains a contentious issue, with stakeholders on both sides of the spectrum voicing their opinions on the best course of action to mitigate the social impacts of alcohol abuse.