By Shah Mohammad Abaan
Jammu and Kashmir has observed an exponential rise in drug use over the past
two decades and now ranks at the top in India, with adolescents
disproportionately affected. The number of minors involved in substance abuse
was around 170,000 as of 2023, according to an estimate by the Parliamentary
Standing Committee, and reports suggest that the numbers have only grown since
then. This consistent rise can mostly, though not entirely, be attributed to
the ongoing social normalisation of drugs within the community, driven by
repeated exposure, peer influence and social proof, songs and media
portrayals, and certain cultural and regional aspects. This essay will examine
how these forces have embedded drug use into Kashmiri youth culture and
propose potential solutions to address this problem.
Social normalisation occurs when something once considered deviant or
problematic becomes a routine part of life. This might happen due to repeated
exposure, which reduces moral resistance. Just as smoking cigarettes is now
almost expected of a middle-aged Kashmiri man, visibility and access are
normalising drug use among teenagers. In Kashmir, adolescents experience an
environment where drugs are both highly visible and easily accessible. As a
12th-grade student from a private school in Srinagar explained, “It’s common
to see people doing drugs, especially at school events. Everyone knows about
it.” Another student added, “A graduate student supplies drugs to the seniors.
They then distribute them to other students like toffees.” These testimonies
emphasise how even schools, spaces meant to nurture morality and discipline,
are increasingly becoming environments that facilitate drug use.
Adolescents who repeatedly witness drug use in their neighbourhoods develop
what psychologists call social proof. This means they begin to believe that if
others are indulging in certain behaviour, it must be morally acceptable. This
belief is further reinforced by peer pressure to fit in. Refusing to
participate can seem ‘uncool’ and may lead to social exclusion. Additionally,
as teenagers are often motivated by a need for peer approval, they are more likely to give in to this pressure. The combination of social proof and peer
conformity normalises substance abuse, weakening moral boundaries and
normalising drugs as part of youth culture.
Beyond peer circles, adolescents tend to emulate idols and the lifestyles they
admire. Among male teenagers, roaring motorbikes, fancy cars, fashionable
clothing, and muscular builds have always symbolised status and boldness.
Through social media, movies, and particularly music, drugs are gradually
assimilating into the same cultural space and being associated with the
glamorous lifestyles of Punjabi singers idolised by Kashmiri youth. According
to a 2016 study by the Indian Institute of Management Ahmedabad, nearly 60
percent of Punjabi pop songs mentioned drugs, alcohol, or violence, frequently
depicting them as desirable and alluring. This trend reinforces social proof,
portraying drug use as a sign of modernity and success, and subtly contributes
to its normalisation among adolescents. As this imagery prevails unfettered,
it redefines what is considered “cool,” softening attitudes toward substance
abuse and allowing addiction to blend into the aspirations of young people.
In a wider perspective, social and cultural factors intrinsically linked to
the nature of Kashmir have normalised levels of drug use to a level we might
consider alarming. The ongoing conflict has caused enormous psychological
distress, and the intense pressures associated with academic expectations put
on children have created an environment for drug use as a coping mechanism.
Moreover, families often stay in denial or remain silent to preserve their
social image, allowing addiction to fester rather than seeking professional
help for a child. When adolescents mention drugs light-heartedly in everyday
conversation, their attitude toward them eventually becomes more positive. A
term specific to Kashmir that has made it easier to joke and talk about drugs
is Tichu, which refers to heroin injections. Peers often use such euphemisms
to downplay, both directly and indirectly, the adverse effects of heroin, the
most commonly abused drug in Kashmir. While these social and cultural
pressures set the stage for drug dependence, the consequences of this
normalisation are most visible in the physical and psychological toll it takes
on young people.
As psychologist Erik Erikson once described, “Adolescence is the stage between
childhood and adulthood, when identity is tested and shaped.” It is also the
period when vulnerability peaks, and drug use can cause the greatest harm.
Recent data from hospitals in Srinagar show an abrupt increase in
opioid-related cases among patients under 20, many of whom were first exposed
during their school years. Injecting drugs at this age gives rise to severe
physical and psychological conditions. Nearly 70% of young individuals will
contract hepatitis C, and a 2022 survey reports that about 9% will experience
suicidal thoughts. Depression and anxiety are also common. These issues often
lead to negative social outcomes, such as poor academic performance, dropping
out of school, and juvenile crime linked to addiction and dependence. These
troubling realities show that addressing these issues requires not only
treatment but also a broader social effort to change the attitudes and
behaviours that perpetuate them.
The same forces that have normalised smoking are now normalising drug use — a
dangerous cultural shift that calls for collective resistance. The youth need
to do more than just superficially design posters for awareness campaigns;
they must challenge the casual acceptance of drugs within their circles and
actively condemn songs and media that promote substance abuse. Additionally,
young people need to stand up to peer pressure and call out inappropriate
behaviour among their peers. To support this, schools should provide safe,
anonymous methods for reporting wrongdoing to prevent fear of ostracism.
Adults must also recognise the mental and psychological factors that lead
young people to use drugs and address these underlying needs. While we do not
want young people to become addicted, those who do should be offered support
and recovery services with dignity. This requires rehabilitation facilities
run by morally upright individuals who reject corruption and apathy.
Ultimately, this movement must go beyond isolated initiatives or institutional
reforms and become part of everyday life and conversation.
The fight against drugs in Kashmir will not be won in de-addiction centres
alone, but in classrooms, homes, and conversations that dare to challenge the
norm. Lasting change demands that society confront not just the substances themselves, but the culture of silence and acceptance that enables their
normalisation
