MOHALI: India's progress in the World Cup is proving intoxicating in more ways than one, with a survey claiming it has led directly to a rise in alcohol sales.
And the trend is particularly apparent in Chandigarh, the main city near Mohali where India face arch-rivals Pakistan in a hugely anticipated World Cup semi-final on Wednesday.
According to a nationwide survey of 3,500 Indian fans aged 16-45, Chandigarh cricket lovers have come second only to those in the capital city of New Delhi when it comes to the consumption of alcohol.
The Chandigarh Times quoted the survey as saying chilled beer is the favourite drink of at least 45% of the city's youth.
Research found that fans in the 16-20 age group who used to consume one to two litres of beer a week have now started to drink two to four litres when day/night matches are in progress.
Fixtures featuring India boost consumption levels by three to five litres.
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