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The upcoming 100 days serve to prove the strength of the collective response.
On April 9, 2026, the administration of Jammu and Kashmir sent a clear signal of urgency and determination. Lt Governor, Manoj Sinha, presided over an important meeting held at Raj Bhavan, Jammu. The purpose was quite obvious. Every department should prepare itself for a 100-day intensive effort as a part of the Nasha Mukt Jammu Kashmir Abhiyaan. This is not just any other drive that the government would like to undertake. It’s a time bound effort against a looming threat that has already affected families, schools and neighbourhoods in the UT.
The drive would begin in the form of a massive pad yatra which would kick start from M A Stadium in Jammu on April 11. An equally important event would take place in Srinagar in early May. Both these events are meant to bring the issue out into the open. The message is quite clear – Drugs abuse is a matter of common concern.
The scale of the problem: There have been changes in Jammu and Kashmir. Earlier, it used to be considered a transit point for drug trafficking. The region now needs to contend with the rising problem of demand.
As per official statistics, more than 32,000 drug abuse cases have been filed since 2022. In the span of a single year in the recent past, over 1,100 NDPS cases were reported, alongside an equivalent number of seizures. It is a clear sign that there is a robust network operating here. There is, however, another worry that enforcement figures point to – the problem of demand is becoming more widespread.
The picture painted by the figures on treatment reinforces that trend. More than 83,000 individuals underwent treatment for de-addiction services from 2020 onward. Over 25,000 have done so in the past three years. Behind those numbers are stressed families, confused students, and stigmatized communities.
Drugs may differ. Marijuana is the most popular one. But opioids and heroin have gained popularity. Prescription drugs are sometimes abused too. The networks make use of vulnerability and geography. It is often youth who become their main target group.
From enforcement to a public health response: In addition to being a different approach altogether, the Nasha Mukt Jammu Kashmir Abhiyaan comes at a critical time. The initiative was launched on 5th April 2025 in line with the Nasha Mukt Bharat Abhiyaan, but with a more regional focus.
This is an important move away from what has been seen before. It focuses on prevention, early detection, treatment, and reintegration. There are reasons why this approach has been adopted. First of all, there has been recognition of addiction as a disease.
Secondly, there has been the realization that enforcement alone is inadequate in addressing the problem. An institutional structure has been established by the government to coordinate efforts at the district level. Various departments including Social Welfare, Health, Education, Home, and Police are working as per a well-coordinated plan.
The training process has also gained scale. Master trainers are being trained, who will in turn train local institutions such as schools and colleges where students can be contacted as a point of early contact.
What has been accomplished so far: The Abhiyaan has successfully established a broad-based presence. The coverage includes all the 20 districts. Various events have been organized. These range from awareness campaigns to workshops, rallies, and cultural programs.
Over 10,000 events have been organized among 13,000 planned events. More than 3,000 counsellors are working. Around 2,600 educational institutions are associated with the program. Such figures speak volumes about the commitment. It is a testament to the administrative outreach too.
There is increased involvement from the public. Over one lakh individuals have pledged online to live a drug-free life. Various outreach programs have benefited millions of people in villages and urban centres. Within the ambit of the national-level campaign, awareness campaigns have covered more than one crore people in the region.
Such statistics are important. They reflect the visibility factor. But they indicate another problem area. The next step is the transformation of awareness into behaviour change. Such statistics are important. They reflect the visibility factor. But they indicate another problem area. The next step is the transformation of awareness into behaviour change.
The logic behind the 100-day campaign: The 100-day phase that lies ahead seeks to maximize the impact of its efforts. A definite deadline exerts pressure for performance. It necessitates coordination. It facilitates monitoring.
The program is based on five principles.
The first principle is mass consciousness. The strategy calls for padyatras, rallies, seminars, and cultural activities. It seeks to reach all sections. Students, laborers, households, and social leaders.
The second principle concerns prevention and early intervention. Schools and educational institutions are crucial in this aspect. Peer education models would be applied. Families can be involved via counselling sessions.
The third principle pertains to enforcement. Law enforcement agencies shall escalate their crackdown on supply chains. The process shall be focused. Criminals shall suffer stringent penalties. Addicts would be advised to seek treatment.
De-addiction is the fourth principle. De-addiction centres shall increase their services. Counselling services shall be reinforced. Individuals may access the hotline 14446 confidentially. Skill training programs hope to aid recovery.
Public engagement is the final principle. The administration advocates Jan Bhagidari. NGOs, religious figures, and municipal authorities are to collaborate. This is crucial. Social reforms cannot be imposed. They have to be cultivated.
The role of leadership and coordination
High-level review meetings indicate urgency. For instance, in the meeting held on April 9, issues about readiness formed the agenda. Different departments offered action plans regarding logistics, staffing, and systems of monitoring.
This type of review is important because it prevents delay and ensures accountability. The role of district administrators becomes critical in implementation. The ability to adapt the plan will determine success. Message from leadership plays an important role in influencing public perception. For example, the focus on compassion for drug addicts while showing no tolerance for traffickers provides direction. This avoids any form of confusion in implementation.
The unique characteristic of the campaign is its use of technology. There is a dashboard used to monitor events and outcomes of the activities in real time. Individuals will know the progress being made at the district level. Information gathered from data helps the authorities to identify the hot spots. They get to know which regions face the most vulnerabilities. This allows re-assignment of resources.
Drug abuse is not only a legal issue. It is social. Stigma remains a major barrier. Many families avoid seeking help. Fear of judgment delays treatment.
The campaign attempts to address this. Awareness programs highlight addiction as a health issue. Stories of recovery are used to reduce stigma. Community engagement aims to create safe spaces for discussion. Youth engagement is crucial. Schools and colleges are key platforms. Sports events, cultural programs, and peer networks help create alternatives. These activities build identity and purpose. Families also need support. Counselling services must include them. Recovery is stronger when the home environment is stable.
The role of citizens:
• The campaign depends on public action. Policy alone cannot change behaviour.
• You can take simple steps.
• Take the e-pledge and encourage others.
• Stay alert to suspicious activity and report it.
• Support families dealing with addiction. Avoid judgment.
• Use the helpline 14446 if you or someone you know needs help.
• Engage in local awareness programs. Participation matters.
The 100-day intensive effort serves as a test of execution. The work is done. Networks of awareness exist. Information systems are working. Leadership is present. What remains to be seen is continuity. Can departments remain coordinated. Can communities remain involved. Can awareness be followed by action?
With success, the effort may be a watershed moment. Demand can be decreased. Supply can be disrupted. Recovery options can be provided. Much is at stake. The attention is on youth. Their decisions determine the future of the region. Society shares the burden of responsibility for this initiative. Government takes the lead. Communities respond. Families follow. People act.
Writer can be reached at mdmuslimbhat@gmail.com
