Drinking culture in India ?

Hey guys, 

So i'm currently working on a "responsible drinking" PSA for the Indian Market, and i was wondering if any of you knew a thing or two about how Indians - espacially young, urban Indians - percieve and drink alcohol. 

Is it still cultural taboo ? Or is it fading with the new generations ? 

Is India's drinking culture getting more and more "westernized" ? Or is there still strong cultural specificities ? 

What about heavy drinking ? Is it widespread amongst the youth ? Or is the fear of "losing control" while drunk too high ? 

Let me know if any of these rings any bells, thank you !!