Anuv, a driven 35-year-old Mumbai banker, had made more attempts than he could remember to give up smoking. Every attempt started with a strong will, but the overwhelming cravings and withdrawal symptoms would cause him to go back to his old habits within a few days. "I always believed that willpower was the only factor involved. In actuality, though, my body wasn't prepared to let go," he remembers.

Anuv’s story is by no means exceptional. One of the largest populations in the world, India is home to approximately 270 million tobacco users, and quitting is sometimes referred to as one of the most difficult health challenges. While the intention to quit is strong, the physiological grip of nicotine makes relapse common.