An Explanatory Analysis of the Normalization of Substance Use and its Role in Addiction in India
- Jun 19
- 1 min read
Updated: Jun 30
Issued Date: 19th June 2026
Published Date: 30th June 2026
Author Affiliations:
Ruth Dutta
Abstract:
Substance use in India is a complex, multifaceted public health issue deeply intertwined within socio-cultural contexts. This qualitative study interviewed 16 males in recovery and explored how cultural and social systems pave pathways towards addiction. Thematic analysis revealed that substance use, especially alcohol use, is normalized through ritualistic embedding in festivals, weddings and other religious ceremonies as a socially sanctioned act of belonging. A gendered finding also emerges wherein males are encouraged as a rite of passage or for social capital while female users are stigmatized for their use. Families transmit mixed messages while simultaneously both encouraging and discouraging consumption. As use escalates, peer networks evolve into addict echo chambers that reinforce dependence and change the perception of normal use. Importantly, social acceptance is conditional and accepted only when users fulfill their social roles, which shifts to stigma when dependence increases. The findings argue that addiction is not merely a function of the individual, rather, it may be a outcome of broader cultural scripts. The study concludes that effective intervention requires addressing and engaging with the socio-economic contexts that normalize substance use and hinder recovery.
Keywords:
Substance Use · Addiction · Socio-cultural Norms · Family Dynamics · Peer Influence · Stigma · Recovery · Normalization
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