In 2019, the Government of Andhra Pradesh announced for bringing in prohibition for sale of alcohol in the state. However, in 2020, this stance changed and the Chief Minister stated his intent to move from Nishedham (prohibition) to Niyantrana (restriction). . Even though the state government has decreased the number of liquor outlets in the state and brought the entire liquor business under the government, the excise department’s data also suggests that compared to 2020, consumption value of alcohol across Andhra Pradesh has gone up by 36%. It is evident from this statistic that that a reduction in consumption of alcohol cannot be brought about by out supply side measures and a better way to proceed will be to educate the citizen on “responsible drinking.” For this reason, and in continuation with our previous research, Pahle India Foundation, launched a study to understand awareness and attitudes on the topic of “responsible drinking” and what it means to the citizens of Andhra Pradesh.