BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco consumption is deeply entrenched in Assam's cultural practices, particularly through the use of tamul paan (betel leaf, areca nut, and raw tobacco). This practice has significantly contributed to oral cancers and other non-communicable diseases, with 48.2% of the population using tobacco (GATS-2). Social acceptance, economic dependency on the tobacco trade, weak enforcement of regulations, and easy availability of tobacco products poses significant challenges to reducing consumption.
INTERVENTION OR RESPONSE: To address these challenges, the State Tobacco Control Cell (STCC) partnered with the Assam State Rural Livelihoods Mission (ASRLM) under a non-financial Memorandum of Understanding (MoU). The initiative actively involved women-led Self-Help Groups (SHGs) in creating tobacco-free villages. This community-driven intervention enforced restrictions on the sale and consumption of tobacco products while raising awareness about its harmful effects.
RESULTS AND IMPACT: Implemented across 78 development blocks, the initiative has reached 48,461 households and impacted a population of 3 lakh individuals. Families are redirecting savings from tobacco-related expenses into micro-enterprises, resulting in economic stability and enhanced quality of life. Importantly, this is helping in improved maternal and child health among the vulnerable populations.
CONCLUSIONS: The Tobacco-Free Village Initiative demonstrates the potential of culturally sensitive, community-led efforts in reducing tobacco consumption and promoting public health. Building on its success, the government plans to expand this initiative to all villages in Assam through active involvement of the Ministry of Panchayat and Rural Development. The bottom-up approach adopted in this program is fostering inclusivity and robustness in tobacco control policies, setting a strong foundation for sustainable public health advancements and empowering communities across the state.