NEW DELHI, October 22: The Nasha Mukt Bharat Abhiyaan (NMBA), the Centre’s flagship initiative for drug demand reduction, has reached more than 35 crore people, including 13.94 crore youth and 10.86 crore women, while outreach activities have covered over 32 lakh educational institutions, according to the Ministry of Social Justice and Empowerment.
The campaign operates under the National Action Plan for Drug Demand Reduction (NAPDDR) and focuses on awareness, prevention, community participation and support for people affected by substance use.
Union Home Minister Amit Shah, addressing the third National Conference of Anti-Narcotics Task Force heads of states and Union Territories in New Delhi in September, said the country would collectively succeed in uprooting the drug trade by December 31, 2029.
He called for coordinated action, clear targets and accountability, with a focus on dismantling drug networks. Shah also stressed the need to protect young people from substance abuse as part of the vision of Viksit Bharat by 2047.
Launched on August 15, 2020, NMBA initially targeted 272 vulnerable districts before expanding its reach nationwide. The campaign mobilises educational institutions, youth clubs, women’s groups, families and local communities to spread awareness about substance-use risks and promote healthy lifestyles.
According to the ministry, activities include awareness programmes, pledge campaigns, educational initiatives and collaboration with government departments and civil society organisations. The campaign also encourages early intervention and aims to reduce the stigma associated with substance-use disorders.
The initiative complements enforcement efforts against drug trafficking by addressing the demand side through prevention, awareness, treatment and rehabilitation. Its approach also includes aftercare and social reintegration to help individuals affected by substance use return to their families and communities with dignity.
The ministry said the national de-addiction helpline 14446 provides information and assistance to individuals and families dealing with substance-use concerns.
The campaign follows a whole-of-government and whole-of-society approach, involving public institutions, healthcare and rehabilitation providers, civil society organisations and citizens in efforts to prevent substance abuse and support recovery.
Further information and campaign resources are available at nmba.dosje.gov.in. (PIB)
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