Suhail Khan
Srinagar, June 15: In a first-of-its-kind initiative in Kashmir, the main market of Dawar in Gurez Valley has become nearly tobacco-free after more than 95 per cent of local shops voluntarily stopped selling tobacco products, marking a significant community-led step under the ongoing anti-drug campaign in Jammu and Kashmir.
The decision was collectively taken by the local traders’ association last month and has resulted in the removal of cigarettes and other tobacco products from most shops in the town. Residents and traders say the move was motivated by concerns over the growing influence of tobacco use among local youth and a desire to preserve the valley’s social and environmental fabric amid increasing tourist arrivals.
Located in north Kashmir’s Bandipora district and accessible through the Razdan Pass, Gurez has witnessed a sharp rise in tourism in recent years. According to local estimates, the valley received more than 45,000 visitors in 2025, compared to a few thousand visitors just a few years ago.
“We saw what drugs were doing to our children. And we realised tobacco is the gateway. If we want tourists to come, we must give them a clean, healthy valley — not one where cigarettes are sold at every corner,” Mohammad Ismail Khan, a trader sitting outside his general store, told Kashmir Convener.
Gurez has seen a steady influx of domestic tourists over the past few years — from honeymooners from Mumbai to backpackers from Bengaluru
But with tourism came concerns. Locals noticed that the easy availability of cigarettes and chewing tobacco was influencing local youth. “Our boys started imitating tourists. We had to act,” said Abrar Ahmad, a businessman in Dawar.
The administration’s anti-drug campaign, officials say, provided the perfect push. Under the Nasha Mukt Abhiyan launched on April 11, LG Sinha — who visited Bandipora district earlier this month on a foot march — personally appealed to the people. “He didn’t give an order. He asked us to become ambassadors of change. That made all the difference,” recalled Toufail, a tourist guide.
Across Jammu and Kashmir, the LG has been leading from the front — with police efforts including property seizures of drug peddlers, and revoking driving licences and Aadhaar cards of narcotics dealers.
In Gurez, the impact is visible. “Earlier, you would see cigarette butts near the river. Not anymore. And our children are playing cricket instead of loitering,” said Nazir Ahmed, a local homestay owner.
For now, tourists arriving in Gurez are greeted with signage declaring ‘No Tobacco, No Cigarettes in Dawar — A Nasha Mukt Abhiyan Initiative’.
“I came here for the scenery. But I’m leaving impressed by the discipline,” said Hamid Var, a tourist visiting with friends. “If a small part of Kashmir can do this, maybe the rest of India should learn.”
Yasir Var, another tourist, said it was impressive to see the joint efforts of the administration with the cooperation of shopkeepers. “Often cigarettes are easily available in Kashmir. With this initiative, other parts should follow,” he said.
Alisha D’Souza, a solo traveller from Goa, admitted to initial irritation. “Honestly, I was annoyed at first because I couldn’t find cigarettes anywhere. But after talking to a local shopkeeper, I understood. By the third day, I was grateful. Some places need preservation, not convenience.”
Aaqib Var, who was in Gurez with his family, said: “I’ve led treks across Kashmir, visited all tourist places. This is the first time I’ve seen an entire market voluntarily go tobacco-free. It didn’t feel like a government imposition — it felt like community pride.”
Ghulam Hassan, 70, who has seen Gurez change across seven decades, put it simply: “This is the best kind of change — not roads or bridges, but a change of habit. My grandson no longer picks up cigarette butts from the street to play with.”
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