J&K’s drug-free push gains pace with massive youth involvement
Srinagar, Nov 30: Jammu & Kashmir has sharply intensified its fight against narcotics, with the administration reporting that more than 96.5 lakh people across all 20 districts have been reached under the National Action Plan for Drug Demand Reduction (NAPDDR) and the flagship Nasha Mukt Bharat Abhiyaan (NMBA).
Senior officials told Greater Kashmir that NMBA, now active in every district, has grown into one of the largest public outreach and intervention initiatives in the region. Over 7 lakh young people are among those sensitised through street plays, rallies, counselling drives, door-to-door outreach, and community mobilisation activities.
“Every district now has functional awareness and treatment ecosystems. The idea is not just to treat addicts but to prevent the next generation from falling into the trap,” a senior government official said.
The UT has expanded its specialised support network for drug-dependence victims. It includes Integrated Rehabilitation Centres for Addicts (IRCAs) offering treatment, counselling, detoxification, and preventive education; Community-based Peer-Led Intervention (CPLI) centres for children below 18 years; and Outreach and Drop-In Centres (ODICs) functioning as safe spaces for screening, assessment, counselling, referral, and short-term rehabilitation.
In addition, 20 Addiction Treatment Facilities (ATFs) have been established in government hospitals with technical support from AIIMS New Delhi, while District De-addiction Centres (DDACs) integrate IRCA, ODIC, and CPLI services under one roof.
Authorities said more than 16,000 schools, colleges, and higher secondary institutions — government and private — are actively participating in NMBA. Teachers have been trained as master trainers, and anti-drug committees have been set up in nearly all institutions.
“School children and young adults are among the most vulnerable groups. By turning educational institutions into awareness hubs, we are ensuring the message reaches exactly where it is needed the most,” the official said.
Officials acknowledge that drug-related case detections have risen over the past three years but maintain this reflects stronger enforcement. “The increase in seizures and registration of cases shows intensified surveillance and greater public willingness to report abuse. Earlier, families hid addicts due to stigma; today they are approaching IRCAs and ODICs voluntarily,” the official added.
The Jammu and Kashmir Police, working with the Narcotics Control Bureau (NCB), has stepped up intelligence-led action, particularly along border-side and remote trafficking routes.
Civil society has played a central role in the campaign, with religious leaders delivering anti-drug sermons, Panchayati Raj bodies holding village-level pledge ceremonies, women’s self-help groups running neighbourhood outreach, and youth clubs evolving into peer-education platforms.
As J&K confronts a complex narcotics threat driven by cross-border smuggling and prescription drug misuse, the widened rehabilitation network and unprecedented community engagement under NMBA are being viewed as the UT’s strongest push yet to protect its young population and build a healthier future.
