REASI, June 12, 2025 — The District Administration Reasi, under the leadership of Deputy Commissioner Nidhi Malik, has appointed Paralympian para-archer and Arjuna Awardee Rakesh Kumar as the Brand Ambassador for the Nasha Mukt Bharat Abhiyan (Drug-Free India Campaign) on June 11. The move aims to strengthen public support in the fight against drug abuse, leveraging Kumar’s inspiring journey to motivate youth to embrace sports and shun substance abuse.
Rakesh Kumar, a Katra native who won a bronze medal in the mixed team compound archery event at the Paris 2024 Paralympics alongside Sheetal Devi, was honored with the Arjuna Award in January 2025 for his outstanding contributions to para-archery. “Rakesh Kumar’s life is a powerful message of resilience, discipline, and determination,” said DC Nidhi Malik, emphasizing his role as a model for young minds. She highlighted that his appointment aligns with the district’s commitment to intensify awareness campaigns, community engagement, and outreach programs under the Nasha Mukt Bharat Abhiyan
The announcement was made during a district-level event, where Malik outlined plans for coordinated action against drug abuse, including school-based awareness drives, street plays, and sports events to engage youth. Kumar, expressing gratitude, pledged to inspire Reasi’s youth to pursue healthy lifestyles through sports. “I’m honored to contribute to this vital cause and help steer our youth away from drugs,” he said, drawing from his own journey of overcoming challenges to achieve global success.
Chief Minister Omar Abdullah, who congratulated Kumar on his Arjuna Award in January, supported the initiative, linking it to broader efforts to enhance Jammu and Kashmir’s appeal as a safe and vibrant destination. “We’re working to ensure visitors, including those in Reasi, leave with memories that bring them back,” Abdullah noted, referencing tourism revival efforts in areas like Nagwari in Kupwara.
The Nasha Mukt Bharat Abhiyan, launched by the Ministry of Social Justice and Empowerment in August 2020, focuses on educating communities, particularly youth and women, about the dangers of drug abuse. Reasi’s administration, with Kumar’s involvement, aims to amplify this message through grassroots campaigns and role-model-driven initiatives. The district’s proximity to the Shri Mata Vaishno Devi Shrine, a major pilgrimage site, adds significance to the campaign, promoting a drug-free environment for both residents and visitors
Kumar’s appointment has been widely praised, with local leaders and the Shri Mata Vaishno Devi Shrine Board lauding his ability to inspire. As Reasi ramps up its anti-drug efforts, Kumar’s story of triumph is set to play a pivotal role in fostering a healthier, drug-free future for the region’s youth.
