‘Joining the fight against drugs in Punjab’: Ananya Birla, Punjab govt unveil ambitious anti-narcotics mission

In a move aimed at intensifying its battle against drug and substance abuse, the Punjab government has launched the Data Intelligence and Technical Support Unit (DITSU), a specialised initiative under its flagship campaign Yudh Nasheyan Virudh (War Against Drugs). This initiative has been established in collaboration with the Ananya Birla Foundation (ABF), and is expected to strengthen data-led decision-making, inter-agency coordination, and evidence-based interventions to combat narcotics in a more systematic way.

"The launch was formalised through the signing of a Memorandum of Understanding between Shri Bhagwant Mann, Hon’ble Chief Minister of Punjab and Ms. Ananya Birla, Founder of ABF. The event, held at Punjab Bhawan, Chandigarh, was steered by Dr. Balbir Singh, Punjab’s Health and Family Welfare minister and attended by other senior government officials, underlining the state government’s commitment to tackling this critical public health and social issue," the statement from the Aditya Birla Group stated.

Taking to her Instagram, Ananya Birla , announcing the collaboration, wrote: "We are supporting the fight against drug addiction in Punjab!! Mental Health Matters!!!! We at @ananyabirlafoundation are proud to announce a first-of-its-kind public-private partnership to launch a Data Intelligence and Technical Support Unit (DITSU) to drive systemic, data-driven reforms to enable the vision of a drug free Punjab."

DITSU's main aim is to serve as Punjab’s central hub for data analysis and technical insights, supporting real-time monitoring and policy formulation across multiple stakeholders, including enforcement agencies, healthcare institutions, and community-based organisations. The unit will be headquartered at the Dr B.R. Ambedkar State Institute of Medical Sciences in Mohali. The Ananya Birla Foundation will provide strategic support for hiring of key personnel and the co-development of a digital platform that enables real-time tracking of drugs of concern. As per the Punjab government, this would enhance the state’s ability to identify hotspots, monitor trends, and coordinate rapid response efforts.

"Together with the @punjabgovtindia , we are also building a platform for real-time monitoring of drugs of concern, bringing strategic expertise and innovation to the forefront of this mission," Birla further added.

The broader objective of the partnership is to drive reform across prevention, treatment, and enforcement. The unit will support training and capacity-building of psychologists, counsellors, peer educators, and frontline health workers. It will also launch evidence-based awareness campaigns in schools and colleges and facilitate collaboration between government departments, law enforcement, and academic institutions.

Speaking at the launch, Punjab Chief Minister Bhagwant Mann reaffirmed the government’s commitment to a holistic and humane response to the drug crisis. He noted that disrupting supply chains without supporting those already affected would be incomplete.

“We have established well-equipped rehabilitation centres, ensured adequate medical facilities, and created pathways for education and employment, so that those in recovery are not left behind,” he said.