New Delhi, July 31: More than 16.5 crore Indians—including women and youth—have been made aware of the dangers of drug abuse under the Nasha Mukt Bharat Abhiyaan (NMBA), the government informed the Rajya Sabha on Wednesday.
Launched in 2020 by the Department of Social Justice and Empowerment (DoSJE), which serves as the nodal agency for drug demand reduction, the NMBA was initially focused on 272 districts identified as most vulnerable to substance abuse. The campaign has since been expanded to cover all districts across the country, Union Minister of State for Social Justice and Empowerment B.L. Verma stated in a written reply.
The national initiative primarily targets awareness generation in schools, colleges, and university campuses, aiming to educate young people about the perils of substance use.
“Over 16.5 crore people have been sensitized so far, including more than 5.5 crore youth and 3.43 crore women,” Verma noted.
He further highlighted that over 4.47 lakh educational institutions have participated in the campaign, significantly helping to disseminate the message among students and young adults.
To further its efforts, the DoSJE is also implementing the National Action Plan for Drug Demand Reduction (NAPDDR)—a centrally sponsored scheme that provides financial support to states, NGOs, and hospitals for running Addiction Treatment Facilities (ATFs) and Integrated Rehabilitation Centres for Addicts (IRCAs).
In addition, the Ministry has launched a toll-free helpline (14446) offering counselling and referral services to individuals seeking help for addiction. So far, the helpline has handled over 4.3 lakh calls, according to Verma.
To strengthen grassroots awareness, the Ministry has signed MoUs with several spiritual organisations, including The Art of Living, Brahma Kumaris, ISKCON, Sant Nirankari Mission, Shri Ram Chandra Mission, and All World Gayatri Pariwar. These groups are actively supporting NMBA through mass outreach and awareness programs.
