Aim: Indian tribal culture has a rich heritage of brewing indigenous alcohol. Consumption of the indigenous alcohol is a part of their identity, everyday dietary pattern, social and economic life, cultural and religious practices, and the myths and lore. These locally produced alcoholic drinks, known in various regional names like Haariya, Chullu etc, generate meaningful revenue for the tribal communities as they are sold in local and suburban markets. Contemporary industrialized urban bourgeoise culture has often marginalized these native sustainable products as their different taste has been branded as “quirky” and “for the poor people”. They are popularly labelled as subaltern drinks even though they are prepared with high medicinal value plants and fermented rice in a sustainable home-based procedure. The urban market is saturated with varied industrially produced alcoholic beverages with similar Bordieuan high taste. As the global dialogue surrounding sustainability and empowerment of marginalized sections strengthen, the paper strives to document how the clash between indigenous knowledge and urban stigma has been an impediment. The present study is on the tribes of West Bengal, as they’re less documented compared to the North Eastern hilly tribes of India. Methodology: The present research is a case study comprising of qualitative research techniques -- in-depth interview and content analysis. Content analysis has been used to understand the ethnomedicinal qualities of local alcohol, its sustainability and socio-economic benefits for the local tribal communities. A semi structured interview schedule has been administered to young working population of the age group 25-45 in the city of Kolkata, India, purposively to understand their perception towards indigenous alcohol. Results/conclusion: The finding of the study suggest that increased commercialization of indigenous alcohol will ensure the sustainability of livelihood generation of tribal communities and allow a diverse and inclusive taste platter to thrive in urban centers.