Tobacco Control Initiatives in Kashmir: Dr Mir Mushtaq Unveils the Vision of NTCP

Tobacco Control Initiatives in Kashmir:

 Dr Mir Mushtaq Unveils the Vision of NTCP

Dr Basharat Khan

In an Exclusive Interview  Dr Mir Mushtaq Nodal Officer steering the National Tobacco Control Programme (NTCP) in Kashmir division shares exclusive insights into the transformative journey toward a tobacco-free future in valley. 

Can you provide insights into the organizational structure of NTCP in Jammu and Kashmir?

Dr. Mushtaq: The National Tobacco Control Programme (NTCP) was launched in December 2016 in all districts with dedicated staff allocated to Jammu and Budgam. Since then, it has expanded to cover all districts, with a particular focus on Jammu and Budgam.The program receives support from the International Union against Tuberculosis and Lung Disease, contributing technical and financial support.

Would you elaborate on the significance of the tobacco control program in the context of the high burden of tobacco in the Kashmir division?

Dr. Mushtaq: The tobacco control program is of paramount importance due to the substantial burden of tobacco, particularly in the Kashmir division of  Jammu and Kashmir as it  rank sixth nationally in tobacco consumption, with a notably high percentage. The challenges are substantial, and our aim is to bring about a tangible change at the grassroots level.

What efforts are being made to reduce tobacco consumption here?

Dr. Mushtaq:  We have been working diligently under the dynamic leadership of the Director Health Services Kashmir and higher administrative authorities. The tobacco control cell of the Directorate of Health Services Kashmir has been actively involved, following their guidance, to implement strategies and initiatives aimed at reducing tobacco consumption.

What are the visible changes on the ground, especially regarding the decrease in tobacco consumption?

Dr. Mushtaq: There have been positive changes on the ground. The percentage of tobacco consumption has decreased from GATS one to GATS 2, which is quite heartening. This indicates that our efforts and initiatives are making a tangible impact on reducing tobacco use in the region.ounseling sessions for tobacco cessation have seen a remarkable increase under our initiatives. In the year 2023-24 alone, 17,457 individuals sought guidance, reflecting a growing commitment to a tobacco-free lifestyle. Our emphasis on cessation, coupled with extensive awareness campaigns, inspires individuals to take proactive steps towards healthier lives

You mentioned a shift in public perception about smoking. Can you elaborate on how awareness campaigns have contributed to this change?

Dr. Mushtaq: Over the years, we have observed a significant change in public perception about smoking. Awareness campaigns have played a crucial role in this transformation. Previously, people smoked in public transport, homes, and various public spaces without hesitation. Now, due to increased awareness, people are consciously avoiding smoking in public places. Public transport has become almost smoke-free, indicating a positive shift in societal norms. Initiatives like the Tobacco Free Youth Campaign, aligned with World No Tobacco Day 2023, and the success in conducting maximum No Tobacco Pledges in schools (5,92,315 pledges) underscore our commitment to nurturing a tobacco-free generation. These initiatives lay the foundation for a future where the youth actively reject tobacco use, contributing to a healthier community

Despite the progress, what challenges you are facing on ground? 

Dr. Mushtaq: Social acceptance remains a challenge. Some still do not perceive tobacco as equally harmful as alcohol, despite its association with various diseases, including cancers and cardiovascular issues. Trends like sheesha bars, Hukkoo bars and electronic cigarettes add complexity to the situation. Addressing these challenges requires collective efforts from parents, teachers, religious leaders, and society as a whole.

What initiatives have been taken to sensitize stakeholders?

Dr. Mushtaq: Sensitization has been a key focus, reaching nearly 9000 stakeholders through workshops and coordination committee meetings at different levels. We've conducted state-level, divisional-level, and district-level workshops, engaging with departments such as Agriculture, RNTCP, Transport, Police,PRIs, and Imaams. These efforts aim to foster a united front against tobacco by involving various stakeholders.

Can you shed light on the enforcement part of the program?

Dr. Mushtaq: Enforcement has seen significant progress since the initiation of the program in 2016. While there were challenges in the past, particularly in the enforcement drives, the years 2020 to 2023 have shown remarkable improvement. Data from the collection of punishment fee challans in Jammu division and Pulwama district in Kashmir division reflects the positive impact of our enforcement initiatives.

Proactive regulation is crucial in curbing tobacco use, and various orders have been issued to address specific products like E-cigarettes, loose cigarettes, gutka, and pan masala. Additionally, declaring educational institutions as tobacco-free zones showcases our commitment to actively regulate tobacco use and create environments that discourage consumption.

In 2020-21, 2021-22, 2022-23, fine collections amounted to around 18290, 20250, 25260 rupees. However, from that period until this year, we have collected fines totaling 4.3 lakh rupees, demonstrating effective enforcement. Districts like Kullgam stand out for their excellence in challans and COTPA implementation. Our gratitude goes to the former DC of Kullgam, Dr. Hilal Mohiuddin, for his proactive approach. As he assumes charge of the Srinagar district, we are hopeful that his proactive measures will have a positive impact there as well.

We actively participate in programs spanning schools, colleges, communities, villages, and panchayats, receiving support from various departments, including education, police, and Panchayati Raj. This collaborative effort has successfully raised awareness from grassroots levels to homes, resulting in a positive impact.

Addressing advertisements for tobacco products, we promptly informed Srinagar Municipal Corporation, leading to the removal of hoardings from the city—an accomplishment. We remain vigilant against the illegal advertising of tobacco products.

Moreover we have launched tobacco cessation services in the district, offering facilities to support individuals in quitting tobacco. Besides providing counseling services, we have entered into an MOU with JK Bank, who are assisting us in the implementation of COTPA. Initially, their support covers two districts--Jammu in Jammu division and Pulwama in Kashmir division. The program is showing promising results.

Looking at the prevalence data from GATS 2, what steps are being taken to combat the challenge of social acceptance?

Dr. Mushtaq: Social acceptance is a complex issue that requires a multi-faceted approach. We are actively working to change the perception that tobacco is less harmful than alcohol. Parents, teachers, and religious leaders play a pivotal role in this endeavor. It's not a one-person effort; we need a collective, united front to succeed in reducing social acceptance of tobacco.

What steps you are taking to amplify the Anti tobacco messages in Kashmir?

Dr. Mushtaq: The State Tobacco Control Cell has been proactive in utilizing digital platforms, including a dedicated website (www.jktcp.com) and social media accounts on Facebook, Twitter, and Instagram. Regular updates are shared through these channels, and anti-tobacco signages distributed across districts serve as constant reminders of our collective commitme

What are the proposed strategies and initiatives to address ongoing challenges?

Dr. Mushtaq: Our proposed strategies encompass a comprehensive roadmap for a robust and sustainable tobacco-free future. Initiatives include establishing tobacco cessation centers, strict compliance with TOFEI guidelines in educational institutions, introducing tobacco vendor licensing, conducting regular enforcement drives, and addressing the emerging challenges like electronic cigarettes. Coordination committees involving various departments will be crucial in implementing these strategies effectively.

There is a need for discouragement, and laws must be enacted to address the challenge of electronic cigarettes.This situation is particularly challenging as these products are readily available online, allowing anyone to easily order them. Another obstacle is the need for improved coordination and enforcement of the COTPA act. While positive changes are observed, consistent enforcement is crucial throughout the UT of Jammu and Kashmir to effecti

vely control the tobacco menace.

The introduction of a Vendor Licensing Act in JK is imperative.This act would bring about a significant shift in tobacco consumption, as there is currently no law prohibiting the sale of cigarettes. With a Vendor Licensing Act, only shops possessing a license will be permitted to sell tobacco products, a crucial step in tobacco control. Enforcing this law will enable penalties for those selling cigarettes illegally, especially near educational institutions. Our ongoing efforts to enact this law in JK aim to substantially reduce tobacco consumption.

The author is a writer, critic, columnist and blogger. He can be reached here.