BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco use in India causes 1.3 million deaths annually, impacting 270 million users. Prevalence of tobacco use in Jharkhand (38.9%) exceeds the national average (28.6%), despite a significant 11.2% decline from 50.1% (GATS 1) to 38.9% (GATS 2). Unregulated sale of tobacco and pervasive advertisement at Point of Sale (POS), with high vendor density (68 vendors/sq. km in Ranchi vs. 10 in New York City) heighten youth vulnerability and demand urgent intervention.
INTERVENTION OR RESPONSE: The Ranchi (Capital city of Jharkhand) Municipal Corporation (RMC), with technical support from SEEDS, launched India’s first Tobacco Vendor Licensing (TVL) system under the ambit of Jharkhand Municipal Act 2011. Key initiatives under the TVL system included appointing a dedicated Nodal Officer, forming City Enforcement Squads, and establishing operational guidelines with details of licensing mechanism and enforcement procedures. Weekly drives inspected over 400 Points of Sale (PoS), removed TAPS material at 191 locations, and penalized 105 violators. SEEDS’ expertise in public awareness and stakeholder engagement strengthened community campaigns, while capacity-building efforts equipped enforcement officers with necessary tools and skills.
RESULTS AND IMPACT: RMC introduced online licensing system and developed a ready reckoner for enforcement officers. Over 200 license applications were processed, with 103 exclusive licenses issued. Achievements included a 40% reduction in TAPS at PoS and 9% decline in vendor between 2020 and 2022. Enhanced interdepartmental coordination, robust stakeholder engagement, and awareness campaigns improved compliance with COTPA 2003. National recognition reinforced The State’s commitment to tobacco control and served as an inspiration for other states and cities in India to adopt the licensing policy.
CONCLUSIONS: RMC’s strategic approach demonstrates municipal leadership’s transformative power in public health. By integrating vendor licensing, enforcement, and community engagement, Ranchi has set a benchmark for tobacco control. The scalable TVL model offers cities nationwide a proven framework to combat tobacco’s devastating impact.