Rajasthan’s ‘Milk, Not Alcohol’ Campaign Wins Global Recognition at ESMC 2026 in France
Rajasthan’s “Milk, Not Alcohol” campaign received global recognition at ESMC 2026 in France.
Dr. Ramesh Gandhi’s case study was the only Indian research selected among 104 international presentations.
The campaign has successfully completed 22 years of promoting alcohol-free New Year celebrations.
More than 250 locations across Rajasthan now organize the campaign annually.
International experts praised the initiative as a practical and positive behaviour change model.
The campaign was presented globally as the “New Milky Way: Alcohol-Free New Year Celebration Model.”
Jaipur/Montpellier, July 13: Rajasthan’s remarkable “Start the New Year with Milk, Not Alcohol” campaign, which has inspired young people to stay away from alcohol for the past 22 years, has earned global recognition at the 7th European Social Marketing Conference (ESMC 2026) held in Montpellier, France. The campaign’s case study, developed by Dr. Ramesh Gandhi, was the only research paper selected from India and was presented before leading social marketing experts, behavioral scientists, and academicians from 25 countries, highlighting Rajasthan’s innovative approach to alcohol prevention.
Only Indian Case Study Presented at ESMC 2026
The 7th European Social Marketing Conference (ESMC 2026) was organized from July 8–10, 2026, at MBS Business School, Montpellier University, France. More than 300 experts representing countries including the United States, United Kingdom, Germany, France, Japan, Australia, Poland, and India participated in the prestigious international event.
Dr. Ramesh Gandhi, President of the Gandhi Foundation and a member of the WHO Civil Society Commission, presented Rajasthan’s successful community-based campaign through an online presentation under the title:
“New Milky Way: Alcohol-Free New Year Celebration Model.”
Among 104 international research papers and case studies, Dr. Gandhi’s research was the only case study selected from India, developed after two years of extensive research.
How a Small Initiative Became a Global Social Marketing Model
The campaign began during New Year celebrations in 2003–04 outside the main gate of Rajasthan University, Jaipur.
Instead of confronting intoxicated youth with restrictions, volunteers from the Rajasthan Yuva Chhatra Sanstha, Indian Asthma Care Society, and several social organizations introduced a unique alternative by serving warm saffron and almond milk to young people celebrating New Year’s Eve.
The initiative started with 500 litres of milk during its first year. With continued support from Saras Dairy, Lotus Dairy, Rajasthan University, trade associations, district administration, police, municipal authorities, and social workers, the campaign expanded significantly.
By the beginning of 2026, nearly 7,500 litres of milk were being distributed at every New Year celebration.
Today, the campaign is organized at more than 250 locations across Rajasthan, including temples, gurudwaras, public squares, markets, and residential colonies, encouraging lakhs of young people to celebrate without alcohol.
Global Experts Appreciate Rajasthan’s Positive Behaviour Change Model
The conference featured distinguished experts from globally renowned institutions including:
- Griffith University (Australia)
- University of South Florida (USA)
- George Washington University (USA)
- University of Oxford (UK)
- University of Portsmouth (UK)
- Doshisha University (Japan)
- University of Economics and Business (Poland)
The conference was chaired by Professor Jeff French (London), while Dr. Jacqueline Boisselé of MBS Business School, France, served as the Research Head.
During his presentation, Dr. Ramesh Gandhi emphasized:
“If we rely only on laws and restrictions, their impact remains limited. But when young people are offered an attractive and healthier alternative like delicious warm milk during celebrations, they voluntarily reject alcohol. This practical social marketing approach is what the world is appreciating today.”
Alcohol Remains a Global Public Health Challenge
The case study also highlighted alarming global and Indian alcohol statistics.
Global Alcohol Statistics
- 3 million deaths annually are linked to harmful alcohol consumption worldwide.
- Approximately 6 people die every minute due to alcohol-related causes.
- Nearly 400 million adults suffer from Alcohol Use Disorder (AUD).
- Around 210 million people face severe alcohol dependence.
India’s Alcohol Statistics
- Around 300,000 alcohol-related deaths occur annually.
- India has approximately 160 million alcohol consumers, with nearly 95% being men.
- India’s alcohol industry is valued at over ₹4.75 lakh crore (approximately USD 50 billion).
These figures underline why Rajasthan’s community-driven, non-restrictive “Milk, Not Alcohol” model is attracting increasing attention from international public health experts.
————————————–
#Rajasthan, #Dr Ramesh Gandhi, #ESMC 2026, #France, #Social Marketing, #Alcohol Awareness, #Milk Not Alcohol, #WHO, #Public Health, #Behaviour Change, #Jaipur, Montpellier, #Gandhi Foundation, #Saras Dairy, #Rajasthan University, Milk Not Alcohol Campaign, Dr. Ramesh Gandhi, ESMC 2026 France, Rajasthan Social Marketing Campaign, Alcohol-Free New Year, WHO Civil Society Commission, European Social Marketing Conference, Rajasthan Youth Campaign, Behaviour Change Campaign, New Milky Way Model
