Smoke And Society: The Culture, Consumption, And Control Of Tobacco In Mizoram

Book Code: 1111036803017

Shamim Akhtar

ABOUT THE BOOK

Smoke and Society: The Culture, Consumption, and Control of Tobacco in Mizoram is a comprehensive exploration of one of India’s most pressing public health challenges, viewed through the unique lens of a state shaped by its culture, traditions, and socio-economic realities.

Drawing from extensive research, this book uncovers the complex dynamics of tobacco use among young people—their initiation, experimentation, and progression into habitual consumption. It situates these behavioral patterns within wider socio-cultural and economic contexts, showing how family, community, and cultural practices influence tobacco use.

Moving beyond data, the book traces the historical trajectory of tobacco in Mizoram, examines the state’s struggle with persistently high prevalence rates, and highlights the collective responses of international bodies, government agencies, and civil society organizations. It offers a critical evaluation of the implementation of the National Tobacco Control Programme (NTCP) and the Cigarettes and Other Tobacco Products Act (COTPA) in Mizoram, while placing special emphasis on the pivotal role of the Mizoram State Tobacco Control Society (MSTCS) in shaping and driving tobacco control initiatives.

A distinctive contribution of this work is its proposal of a context-sensitive social marketing framework tailored to Mizoram’s cultural fabric. By integrating consumer behavior insights with social marketing strategies, the book offers practical pathways for designing more effective and sustainable public health interventions.

Engaging and insightful, Smoke and Society is a valuable resource for researchers, academicians, policymakers, health professionals, and anyone interested in the intersections of culture, society, and addiction. It advances the vision of a healthier, tobacco-free Mizoram, while enriching the broader global conversation on tobacco control.

 

ABOUT THE AUTHOR

Dr. Shamim Akhtar is an Assistant Professor of Marketing at the Department of Management, ICFAI University Mizoram. He earned his PhD from Mizoram University in 2021, specializing in Tobacco Consumption Behaviour among Undergraduate Students in Mizoram. With a keen interest in Public Health, Consumer Behaviour, Social Marketing, and Critical Marketing, he has published extensively in reputed journals and contributed chapters to various edited volumes.

Beyond academia, Dr. Akhtar is passionate about literature and poetry, blending analytical depth with creative expression. Smoke and Society: The Culture, Consumption, and Control of Tobacco in Mizoram is an extension of his doctoral research, offering a critical exploration of tobacco use in Mizoram through cultural, social, and regulatory lenses.

 

CONTENTS

Acknowledgement ................................................................................................................... 9
Preface .................................................................................................................................. 13

1. From Habit to Hazard: Introduction to Tobacco Consumption and Control ................ 17
1.1 Understanding Tobacco: Definitions, Forms, and Chemical Composition ........................... 18
1.2 The Public Health and Socioeconomic Burden of Tobacco Use ........................................ 21
1.3 The Journey of Tobacco: From Sacred Plant to Global Industry ........................................24
1.4 The Beginning of ENDS: Disrupting Traditional Tobacco .................................................. 27
1.5 Tobacco Marketing vs. Tobacco Control: The Ongoing Battle ......................................... 30

2. Regional Realities: Tobacco Use in India, Northeast, and Mizoram ......................... 37
2.1 Tobacco Consumption in India: Trends, Patterns, and Challenges .................................... 38
2.2 Tobacco Consumption in Northeast India …………………………………………....... 41
2.3 Tobacco Use in Mizoram: A Literature Overview ........................................................... 43

3. Behind Tobacco Consumption: Culture, Society and Consumer Decision-Making .. 49
3.1 The History and Culture of Tobacco Consumption in Mizoram ........................................ 49
3.2 Socioeconomic and Familial Influences on Tobacco Use ................................................. 55
3.3 Tobacco Use through the Lens of Consumer Decision-Making ....................................... 64

4. Partners in Prevention: State and Civil Society Responses to Tobacco in Mizoram..79
4.1 Role of Organisations in Tobacco Control in Mizoram .................................................... 80
4.2 The Mizoram State Tobacco Control Society (MSTCS) …………………………........ 81
4.3 The Indian Society on Tobacco and Health, Mizoram Chapter (ISTHMC) ..................... 85
4.4 Religious Organisations .................................................................................................. 86
4.5 Other Prominent Non-Government Organisations in Mizoram ......................................... 88
4.5.1 Young Mizo Association (YMA) ……………………………………………..…...... 89  
4.5.2 Mizo Hmeichhe Insuihkhawm Pawl (MHIP) ................................................................ 91  
4.5.3 Mizoram Journalists Association (MJA) ...................................................................... 93  
4.5.4 Mizo Zirlai Pawl (MZP) ............................................................................................. 94  
4.6 Implementation of NTCP & COTPA in Mizoram .......................................................... 95
4.6.1 Legal Foundations of Tobacco Control in India .......................................................... 95  
4.6.2 Objectives and Structure of National Tobacco Control Programme ……………........ 96  
4.6.3 Mizoram State Tobacco Control Programme (MSTCP) ............................................. 98  

5. Towards a Tobacco-Free Mizoram: Challenges, Opportunities, and the Road Ahead ..........................................................................................................................................107
5.1 Drivers of Tobacco Consumption in Mizoram .............................................................. 108
5.2 Consumer Decision-Making and Tobacco Consumption .............................................. 110
5.3 Integrating Civil Society and State Action for Effective Tobacco Control ...................... 111
5.4 Developing a Comprehensive and Integrated Approach for Tobacco Control ............... 114
5.5 Social Marketing Framework for Tobacco Control in Mizoram …………………........ 119
5.6 Roadmap to a Tobacco-Free Mizoram ........................................................................ 123

References ........................................................................................................................ 135
Glossary of Acronyms and Abbreviations .......................................................................... 159
Index ................................................................................................................................ 165