Jou is the most favoured traditional brew of the Boro people in Assam. It has social, cultural and religious usage but jou for a long time was identified with the community. Particularly the Hindu caste society of Assam looked down upon the indigenous (tribal) people of Assam because of their traditional lifeways that involved making and drinking of jou. But for the Boros, no ritual and custom is complete without it. Traditionally, Boro women were expected to know how to make jou, and therefore, this community knowledge also is held by women.