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WHO’s ‘3 by 35’ initiative targets tobacco, alcohol and sugary drinks

As per WHO officials, the consumption of tobacco, alcohol, and sugary drinks are fueling the epidemic of non-communicable diseases.

Led by WHO, the initiative brings together a group of global partners to help countries put health taxes into action. (File Photo)

The World Health Organization (WHO) has launched a ”3 by 35” initiative urging countries to raise real prices on tobacco, alcohol, and sugary drinks by at least 50 per cent by 2035 through health taxes in a move designed to curb chronic diseases and generate critical public revenue.

Led by WHO, the initiative brings together a group of global partners to help countries put health taxes into action. These organizations offer a mix of technical know-how, policy advice, and real-world experience. By working together, they aim to raise awareness about the benefits of health taxes and support efforts at the national level.

As per WHO officials, the consumption of tobacco, alcohol, and sugary drinks are fueling the epidemic of non-communicable diseases. NCDs, including heart disease, cancer, and diabetes, account for over 75 per cent of all deaths worldwide. A recent report shows that a one-time 50 per cent price increase on these products could prevent 50 million premature deaths over the next 50 years.

“Health taxes are one of the most efficient tools we have,” Dr Jeremy Farrar, Assistant Director-General, Health Promotion and Disease Prevention and Control, WHO, said in an official statement. The initiative has an ambitious goal of raising US $1 trillion over the next 10 years. Between 2012 and 2022, nearly 140 countries raised tobacco taxes, which resulted in an increase of real prices by over 50 per cent on average, showing that large-scale change is possible, according to the WHO report.

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Many countries have expressed interest in transitioning toward more self-reliant, domestically funded health systems and are turning to WHO for guidance. The “3 by 35” initiative introduces key action areas to help countries, pairing proven health policies with best practices on implementation. These include direct support for country-led reforms, mobilizing domestic public resources to fund essential health and development programmes, including universal health coverage.

Bidi, smokeless tobacco under-taxed in India

India has implemented tobacco taxation under the GST framework, with 28 per cent GST and an additional compensation cess on cigarettes and select products. However, bidis (smoked by low-income groups) and smokeless tobacco (SLT) (used by over two-thirds of tobacco users) remain under-taxed. Experts said that India’s current approach to taxing tobacco, alcohol and sugar-sweetened beverages represents a fragmented, revenue-centric model that lacks a coherent public health framework.

Also Read | India scores high in graphic health warnings, cessation bans: WHO report on global tobacco use

“India’s current taxation of tobacco, alcohol, and sugar-sweetened beverages represents substantial untapped potential for public health advancement. The absence of a coherent health tax framework limits their effectiveness in addressing India” s growing NCD burden. The WHO 3 by 35 Initiative provides both the rationale and the roadmap for transformation, offering a pathway to shift from revenue-driven to public health-oriented taxation that can achieve the dual objectives of sustainable health financing and disease prevention,” Dr Prashant Kumar Singh, senior scientist at Indian Council of Medical Research- National Institute of Cancer Prevention and Research told The Indian Express.

Anuradha Mascarenhas

Anuradha Mascarenhas is a Senior Editor at The Indian Express, based in Pune. With a career spanning three decades, she is one of the most respected voices in Indian journalism regarding healthcare, science and environment and research developments. She also takes a keen interest in covering women's issues . Professional Background Education: A gold medalist in Communication and Journalism from Savitribai Phule Pune University and a Master’s degree in Literature. Author: She authored the biography At The Wheel Of Research, which chronicles the life and work of Dr. Soumya Swaminathan, the former Chief Scientist at the WHO. Key Focus: She combines scientific accuracy with storytelling, translating complex medical research into compelling public and human-interest narratives. Awards and Recognition Anuradha has won several awards including the Press Council of India's national award for excellence in journalism under the gender based reporting category in 2019 and the Laadli Media award (gender sensitivity -2024). A recipient of the Lokmat journalism award (gender category-2022), she was also shortlisted for the RedInk awards for excellence in journalism-2021. Her debut book At The Wheel Of Research, an exclusive biography of Dr Soumya Swaminathan the inaugural chief scientist of World Health Organisation was also nominated in the Popular Choice Category of JK Paper AUTHER awards. She has also secured competitive fellowships including the Laadli Media Fellowship (2022), the Survivors Against TB – New Research in TB Media Fellowship (2023) and is part of the prestigious 2025 India Cohort of the WomenLift Health Leadership Journey.” Recent Notable Articles (Late 2025) 1. Cancer & Specialized Medical Care "Tata Memorial finds way to kill drug-resistant cancer cells" (Nov 26, 2025): Reporting on a breakthrough for triple-negative breast cancer, one of the most aggressive forms of the disease. Discipline, diet and purpose; How a 97-year-old professor defies ageing'' (Nov 15, 2025) Report about Prof Gururaj Mutalik, the first Head of Department at Pune's B J Government Medical College who at 97 credits his longevity to healthy habits and a strong sense of purpose. 2. Environmental Health (The "Breathless Pune" Series) Long-term exposure even to 'moderate' air leads to chronic heart, lung, kidney issues" (Nov 26, 2025): Part of an investigative series highlighting that even "safe" pollution levels are damaging to vital organs. "For every 10 µg/m3 increase in PM2.5 level, there was 6-8% jump in medicine sales" (Nov 23, 2025): Using commercial data to prove the direct link between air quality and respiratory illnesses in Pune. 3. Lifestyle & Wellness News "They didn't let cancer, diabetes and heart disease stop them from travelling" (Dec 22, 2025): A collaborative piece featuring survivors who share practical tips for traveling with chronic conditions. At 17, his BP shot up to 200/120 mmHG; Lancet study flags why child and teen hypertension doubled between 2000 and 2020'' (Nov 12,2025)--A report that focusses on 17-year-old-boy's hypertensive crisis and reflects the rising global trend of high blood pressure among children and adolescents. 4. Scientific Recognition & Infrastructure For promoting sci-comm, gender diversity: IUCAA woman prof highlighted in Nature" (Nov 25, 2025): Covering the global recognition of Indian women scientists in gender studies and physics. Pune researchers find a spiral galaxy like the Milky Way from early universe'' (December 3, 2025)- A report on how Indian researchers discovered a massive galaxy that existed when the universe was just 1.5 billion years old , one of the earliest to have been observed so far. Signature Beat: Health, Science & Women in Leadership Anuradha is known for her COVID-19 reportage, where she was one of the first journalists to provide detailed insights into the Covishield and Covaxin trials. She has a dedicated interest in gender diversity in health and science, often profiling women researchers who are breaking the "leaky pipeline" in STEM fields. Her writing style is scrupulous, often featuring interviews with top-tier scientists and health experts from various institutions. ... Read More

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