Nasha Mukt Bharat Abhiyaan

What Nasha Mukt Bharat Abhiyaan does

Nasha Mukt Bharat Abhiyaan (NMBA) is a Government of India drug demand reduction campaign launched on August 15, 2020 by the Ministry of Social Justice & Empowerment, initially in 272 vulnerable districts and expanded to all 750+ districts on August 15, 2023. It operates under the National Action Plan for Drug Demand Reduction (NAPDDR) and pursues a three-pronged approach: supply reduction through the Narcotics Control Bureau, outreach and awareness through the Department of Social Justice & Empowerment, and treatment through the Ministry of Health and Family Welfare. The campaign targets youth, women, educational institutions, and drug-dependent individuals, reaching over 23 crore people cumulatively through 768 de-addiction and rehabilitation facilities (348 IRCAs, 145 DDACs, 76 ODICs, 45 CPLIs, 154 ATFs), a national toll-free helpline (14446) handling 4.6 lakh+ calls, and 1.19 lakh+ trained Nasha Mukti Mitr volunteers deployed 50 per district.

The technology stack is built around a Management Information System (MIS) and Patient Monitoring System that integrates data across de-addiction facilities, supplemented by public-facing dashboards (NMBA Dashboard, ATF Dashboard, GIA Dashboard) tracking people reached, activities conducted, pledges taken, and volunteer counts. The portal is available in 22 Indian languages via the Bhashini translation plugin, with a mobile app on Google Play Store and an e-pledge system with certificate generation. Geo-tagged facility mapping enables real-time tracking of the 768 centers. The platform is governance-grade reporting infrastructure rather than commercial software.

The business model is non-commercial: NMBA is fully funded by the Government of India through NAPDDR, and all services — counseling, treatment, rehabilitation, awareness programs, and helpline support — are provided free of cost to citizens. Financial assistance is extended to NGOs and government hospitals operating the de-addiction facilities. The go-to-market is a mass movement campaign combining volunteer-driven community engagement, partnerships with eight spiritual organizations (ISKCON, Brahma Kumaris, Art of Living, Sant Nirankari, etc.), educational institution outreach across 17 lakh+ schools and colleges, and state-level coordination through District Level Nasha Mukt Committees and State Abhiyaan Committees. Customer segments are citizen personas rather than paying customers, and there are no venture capital, private equity, or external investor ownership structures applicable.

Name

Nasha Mukt Bharat Abhiyaan

Legal name

Nasha Mukt Bharat Abhiyaan

Website

https://nmba.dosje.gov.in

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Nasha Mukt Bharat Abhiyaan (NMBA) is a Government of India drug demand reduction campaign under the Ministry of Social Justice & Empowerment, launched in August 2020 and operating across all 750+ districts through 768 de-addiction facilities, a national helpline, and a volunteer network of 1.19 lakh+ Nasha Mukti Mitr.

Ownership category

akta.pro rank

Product category

Public Health - Drug Demand Reduction Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Public Administration (92), Individual and Family Services (6241)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Substance Use, Addiction & Harm Reduction Health Departments (HLAJAAAM)

akta.pro secondary industry

Behavioral Health & Substance Use Public Health Programs (BPAIAJAK)

Keywords

• Drug demand reduction
• De-addiction services
• Substance abuse prevention
• Addiction rehabilitation
• Public health awareness

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Government Funded Program: NMBA is fully funded by the Ministry of Social Justice & Empowerment, Government of India as part of the National Action Plan for Drug Demand Reduction (NAPDDR). The program provides free de-addiction services, counseling, treatment, and rehabilitation through government-supported facilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Nasha Mukt Bharat Abhiyaan (NMBA) is a Government of India public health initiative that provides free drug de-addiction treatment, counseling, rehabilitation, and nationwide substance abuse awareness services. Its core offering combines a 768-facility de-addiction center network, a 24x7 toll-free helpline (14446), a Nasha Mukti Mitr volunteer program, an e-Pledge citizen platform, and digital monitoring systems (MIS, dashboards, mobile app) to deliver prevention, treatment, and rehabilitation services to citizens across all districts of India.

Product overview

Nasha Mukt Bharat Abhiyaan (NMBA) is a government campaign program launched by the Ministry of Social Justice & Empowerment, India, to combat drug demand reduction. The program operates primarily through its official website portal supplemented by a mobile application and multiple specialized dashboards. Key digital products include the NMBA Dashboard for campaign metrics monitoring, the Patient Monitoring System (MIS) for treatment data, ATF and GIA dashboards for program tracking, a 14446 toll-free helpline, an e-Pledge system for citizen commitment, a Nasha Mukti Mitr volunteer platform with training resources, and a geo-tagged de-addiction facilities map. The ecosystem also includes IEC material repositories, newsletter subscriptions, and a mobile application—all coordinated through District Level Nasha Mukt Committees and State Abhiyaan Committees across India's 768 de-addiction and rehabilitation facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• National Toll-Free Helpline 14446 24x7 national toll-free helpline providing free drug de-addiction counseling, information, and referral services to citizens across all states of India. Handled over 4.6 lakh+ calls to date.
• Patient Monitoring System (MIS) Management Information System for collecting and monitoring data from various drug de-addiction and demand reduction schemes, integrated with 656 facilities serving 20,387+ beneficiaries including IRCAs, ODICs, DDACs, and related interventions.
• Nasha Mukti Mitr Volunteer Program Volunteer program enabling citizens to register as Nasha Mukti Mitr (50 per district) to support the campaign at grassroots level, with access to online certificate courses on drug abuse prevention. Over 1.19 lakh+ volunteers trained across India.
• e-Pledge System Online platform enabling citizens to take the Nasha Mukt Bharat anti-drug pledge and receive a digital certificate of commitment, with social sharing capabilities. Over 31.76 lakh+ pledges taken to date.
• NMBA Mobile Application Android mobile application available on Google Play Store enabling citizens to access NMBA resources, take pledges, register as Nasha Mukti Mitr, and contribute towards a drug-free India.
• De-addiction Centers Network Network of 768 government-funded de-addiction and rehabilitation centers across India including 348 IRCAs (Integrated Rehabilitation Center for Addicts), 145 DDACs (District De-Addiction Centres), 76 ODICs (Outreach and Drop-in Centres), 45 CPLIs (Community Peer Led Interventions), and 154 ATFs (Addiction Treatment Facilities), providing free treatment, counseling, and rehabilitation services.
• NMBA Campaign Monitoring Dashboards Real-time monitoring dashboards (NMBA Dashboard, ATF Dashboard, GIA Dashboard) tracking campaign metrics including people reached, activities conducted, villages covered, pledges taken, volunteer counts, and financial assistance across all states and districts of India.

Quantifiable outcome

• Reached over 23 crore individuals across India since launch
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Government of PunjabminorStrategic or Co-development Partner · 19 November 2025Collaboration for 5-year celebration of NMBA in Amritsar, including felicitation of Olympians, recovered users, and distribution of sports kits to youth clubs.
• CRPF (Central Reserve Police Force)minorStrategic or Co-development Partner · 8 August 2025Collaboration for Raksha Bandhan celebration spreading message of protection, harmony, and drug-free society through CRPF community engagement programs.
• Brahma Kumaris (for Raksha Bandhan)minorStrategic or Co-development Partner · 8 August 2025Joint celebration of Raksha Bandhan with CRPF and Brahma Kumaris to promote family bonds and substance-free lifestyle awareness.
• Government of Uttar PradeshminorStrategic or Co-development Partner · 22 July 2025Partnership for Youth Spiritual Summit: Nasha Mukt Yuva for Viksit Bharat in Varanasi, graced by Union Ministers and state officials.
• Government of GoaminorStrategic or Co-development Partner · 28 February 2025Partnership for organizing youth rally in Bambolim, Goa, with Chief Minister Dr. Pramod Sawant, promoting drug-free lifestyle through sports and community engagement.
• ISKCONcoreStrategic or Co-development Partner · 15 August 2020Spiritual organization partnership for drug-free India awareness. Leveraging ISKCON's extensive community network for outreach programs and awareness generation across India.
• Brahma KumariscoreStrategic or Co-development Partner · 15 August 2020Partnership for community awareness and spiritual support for substance abuse prevention. Utilizes Brahma Kumaris' wellness-focused approach for drug-free lifestyle promotion.
• All World Gayatri ParivarcoreStrategic or Co-development Partner · 15 August 2020Spiritual organization engaged in awareness campaigns and community outreach for the drug-free India mission through their extensive network.
• The Art of LivingcoreStrategic or Co-development Partner · 15 August 2020Partnership for youth engagement and stress management programs to prevent substance abuse. Art of Living's yoga and meditation programs complement awareness initiatives.
• Sant Nirankari MissioncoreStrategic or Co-development Partner · 15 August 2020Community service organization partnership for awareness campaigns and rehabilitation support services.
• Shri Ram Chandra MissioncoreStrategic or Co-development Partner · 15 August 2020Spiritual organization engaged in awareness generation and community mobilization for drug abuse prevention.
• University of PatanjalicoreStrategic or Co-development Partner · 15 August 2020MoU signed on 24 December 2025 for yoga-based rehabilitation and wellness programs. Collaboration on evidence-based prevention and treatment approaches.
• Sivananda Yoga Vedanta Dhanwantari AshramcoreStrategic or Co-development Partner · 15 August 2020MoU signed on 24 December 2025 for yoga and meditation-based de-addiction support. Contributing traditional wellness expertise to the campaign.
• Narcotics Control BureaucoreStrategic or Co-development Partner · 15 August 2020Supply reduction component of the three-pronged approach. Coordinates enforcement and anti-drug operations alongside awareness and treatment efforts.
• Ministry of Health and Family WelfarecoreStrategic or Co-development Partner · 15 August 2020Treatment component of the three-pronged approach. Provides healthcare infrastructure and medical expertise for de-addiction treatment services.
• State GovernmentscoreStrategic or Co-development Partner · 15 August 2020State Abhiyaan Committees chaired by Principal Secretary/Chief Secretary monitor district-level efforts. Implement activities through District Level Nasha Mukt Committees.
• NGOs and CBOscoreStrategic or Co-development Partner · 15 August 2020Financial assistance provided to NGOs running IRCAs and other de-addiction facilities under NAPDDR scheme. Community-based organizations supporting grassroots implementation.
• National Drug Dependence Treatment Center, AIIMS New DelhicoreStrategic or Co-development Partner · 1 January 2019Conducted the National Level Survey on Magnitude of Substance Abuse in India (2019), identifying 7.1 crore individuals engaged in substance use. Provides research-based evidence for program planning.

Scale indicators14 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Narcotics Control Bureau (NCB), India: Indian government agency handling the supply-reduction arm of NMBA's three-pronged approach. Comparable as a coordinated partner handling enforcement while NMBA focuses on demand reduction and treatment.
• National Drug Dependence Treatment Center (NDDTC), AIIMS: AIIMS centre that conducted India's 2019 National Survey on Substance Abuse (7.1 crore estimate) and serves as a research-clinical partner to NMBA. Comparable as the primary evidence-generating institution informing NMBA's clinical direction.
• TISS (Tata Institute of Social Sciences) - Drug Addiction Programme: Indian academic institution running de-addiction programs including the M.A. in Drug Addiction and counselling certificate courses. Comparable as an Indian organization providing training, research, and direct addiction services.
• NACO (National AIDS Control Organization): Indian government body running a similar nationwide disease-prevention program with multi-stakeholder coordination, awareness campaigns, and treatment infrastructure. Comparable as a model for centralized public health program delivery with state-level implementation.
• National Mental Health Programme (NMHP), India: Government of India programme for mental health delivery including substance use disorders. Comparable as a parallel public-sector initiative addressing mental health and addiction through district-level implementation.

Broad incumbents

• NIDA (National Institute on Drug Abuse, US): US federal research institute on drug abuse. Comparable as a research-driven institution supporting evidence-based policy on substance abuse prevention and treatment.
• SAMHSA (Substance Abuse and Mental Health Services Administration): US federal agency leading public health efforts on substance abuse and mental illness. Comparable as a government-mandated public health body delivering nationwide substance abuse prevention, treatment, and recovery services—analogous to NMBA's mandate in India.
• UNODC (United Nations Office on Drugs and Crime): Global UN body coordinating drug control and crime prevention. Comparable as the international policy framework behind drug demand reduction, supply control, and treatment standards that NMBA aligns with under NAPDDR.
• WHO Mental Health Gap Action Programme (mhGAP): WHO programme scaling mental health and substance use disorder services in low-resource settings. Comparable as the international normative framework for integrated mental health/addiction service delivery that NMBA operationalizes nationally.

Emerging players

• Alcoholics Anonymous / Narcotics Anonymous (India): Peer-support recovery fellowships operating in India with similar grassroots volunteer-driven addiction recovery model. Comparable as a community-based peer support alternative complementing NMBA's treatment services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NMBA_MSJE
• YouTubeyoutube.com/@ministryofsocialjustice511?si=JMCW1vbq5zQqugCr
• Facebookfacebook.com/NMBA.MSJE
• Instagraminstagram.com/msjegoi?igsh=YXRveDl5dXd0ODYx

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Nasha Mukt Bharat Abhiyaan