The Union Ministry of Social Justice and Empowerment launched the Nasha Mukt Bharat Abhiyaan (NMBA) on 15th August 2020 as a comprehensive national initiative to combat drug demand in India. The campaign initially targeted 272 vulnerable districts and has since expanded nationwide, reaching over 29.24 crore individuals, including more than 11.15 crore youth and 7.89 crore women, while undertaking outreach activities in lakhs of educational institutions across the country.
The NMBA employs an evidence-based approach focusing on prevention, assessment, treatment, rehabilitation, aftercare, public information dissemination, and community awareness. The campaign has brought together regulatory agencies including the Narcotics Bureau, state and district governments, police departments, NGOs, and hospitals to work in a coordinated manner toward making India drug-free.
Key stakeholders and beneficiaries include youth, women, children, educational institutions, civil society, and the broader community. The approach has shifted from organizational involvement to community engagement, with states, districts, and stakeholders taking ownership of the initiative, transforming it into a jan andolan (people's movement).
The campaign emphasizes early prevention and community engagement through partnerships with various departments at district, state, and national levels. These collaborations have fostered responsibility, reduced stigma, and promoted acceptance and accountability among citizens regarding substance use prevention. The initiative also promotes drug de-addiction through helpline 14446 and encourages voluntary pledges to reach out to victims of drug addiction.