Abstract:
Tobacco consumption, the leading preventable cause of death globally, claims 8 million lives annually and reduces life expectancy by 15 years. India, the second-largest producer and consumer of tobacco, faces a public health crisis, with smoking causing over 1 million deaths annually, alongside severe social, economic, and environmental impacts. Despite numerous cessation efforts, the issue persists. Our study aims to understand the perceptions and beliefs that shape smoking behavior in India and why the current initiatives are not as effective. Through survey (n=147) and interviews (n=22), we identified significant gaps between the assumptions underlying existing anti-smoking programs and the realities on the ground. These gaps, influenced by India’s cultural and social context, fuel the myth of being in control and shape perceptions around smoking, limiting the effectiveness of cessation efforts. We conclude with design recommendations for possible technology-based interventions to enhance smoking cessation efforts in the Indian context.
