Actor launches ‘Off the Rocks’ initiative to reduce stigma and improve access to evidence-based care
Mumbai, April 2, 2026: Actor Janhvi Kapoor has partnered with Amaha to launch Off the Rocks, a structured awareness initiative aimed at reframing alcohol addiction as a mental health condition rather than a moral failing. Through this campaign, Kapoor hopes to encourage early intervention, shift public perception, and connect individuals to professional care.
Addressing a Growing Yet Stigmatised Issue
As alcohol consumption becomes increasingly normalised in social settings, awareness around problematic drinking remains limited. At the same time, experts emphasise that alcohol addiction is a diagnosable condition with neurological, psychological, and emotional dimensions.
In India, nearly one in five alcohol users may experience alcohol-related challenges. However, despite its prevalence, alcohol addiction continues to be one of the most stigmatised and under-treated mental health concerns in the country. Consequently, many individuals struggle silently, often without recognising the symptoms or seeking professional help.
Recognising this gap, Kapoor decided to use her platform to drive meaningful change.
“The conversation around alcohol is either completely absent or deeply judgmental — and neither serves the people who actually need support. Alcohol addiction is real, it’s clinical, and it affects people across every walk of life. Off the Rocks is about making it easier to acknowledge that, and to know that help exists,” Kapoor shared.
Why Amaha Became the Ideal Partner
As the initiative developed, Kapoor realised that raising awareness alone would not be enough. Therefore, she sought a partner with clinical expertise and infrastructure to ensure credibility and long-term impact.
This led to her collaboration with Amaha, a full-spectrum mental health organisation known for its evidence-based approach. With a clinical team of over 200 mental health professionals and more than six million individuals served globally, Amaha offers specialised programs for moderate to severe mental health conditions, including alcohol addiction.
These programs combine psychiatric evaluation, therapy, and long-term recovery support, thereby creating a comprehensive care pathway.
Dr. Amit Malik, Founder and CEO of Amaha, highlighted the importance of clinical understanding.
“Addiction sits at the intersection of neuroscience, psychology, and lived experience. It remains one of the most stigmatised conditions we see. Off the Rocks gives this condition the visibility it deserves, and we’re here to ensure that visibility connects to credible, evidence-backed support,” he said.
What ‘Off the Rocks’ Will Offer
Importantly, Off the Rocks will unfold as an ongoing, multi-format initiative. The campaign will include:
- Expert-led conversations
- Personal recovery stories
- Easy-to-understand educational content
- Access to professional mental health resources
Together, these efforts aim to improve public understanding, reduce stigma, and create clear pathways to evidence-based care. Additionally, Amaha’s clinical team will review all content to ensure accuracy and sensitivity.
Unlike short-term campaigns, Off the Rocks is designed as a sustained movement. Ultimately, the initiative seeks to reshape how alcohol use disorder is discussed and understood across India.
About Amaha
Amaha provides comprehensive mental health care for mild to severe conditions. Individuals can access services both online and in person, including therapy, psychiatry, psychometric assessments, and self-care tools.
Currently, the organisation operates nine in-person centres across Mumbai, Delhi, and Bengaluru. Furthermore, it has conducted over 200,000 therapy and psychiatry sessions in more than 15 languages across 600+ cities in India.
In 2025, Amaha also launched its first super-speciality mental health hospital in Bengaluru, dedicated to inpatient care for moderate to severe psychiatric conditions. Meanwhile, its self-care app and peer support communities have reached more than six million users globally.
Through Off the Rocks, Janhvi Kapoor and Amaha aim to spark a long-overdue conversation — one that replaces judgment with empathy, and silence with meaningful support.
