Samrat is a media professional based in Mumbai, India, with a career spanning two decades in mainstream news publications. He is involved in tobacco risk reduction efforts since 2014, leading THR advocacy in India as the founder-director of Association of Vapers India (AVI), Asia's oldest registered THR charity, as well as internationally as the president of International Network of Nicotine Consumer Organisations (INNCO), an umbrella body of over 30 national groups from four continents.
Samrat’s focus is on adoption of tobacco cessation and harm reduction measures in poor and developing nations where 80% of tobacco users live. His work is multi-faceted, ranging from litigation support, engaging with policymakers, the industry and the medical community, along with media management and consumer outreach. He is also an author at harm reduction journal, The Filter.
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