Hip flasks: I always wondered why hip flasks never took off in India. For a country that consumes so much liquor, logic says that hip flasks are a no brainier for alcohol on the go. Then I realised that logic doesn’t always work when you want to create behaviour change. 1/n 2/n The missing ingredient is culture. Before you create behaviour change, you have to solve for cultural taboos. India is still deeply conservative when it comes to alcohol. It has to be had in the night and in certain places.