The campaign aims to educate people on the history and uses of cannabis and pave way for its legalisation to initiate a nationwide green industrial setup replacing thousands of ecologically damaging products with sustainable hemp-based alternatives.

Bhang, an edible preparation of cannabis consumed either in the form of a drink or smoked is common during the Hindu festivals of Holi and Mahashivaratri.

On 14 November 1985, the Indian government banned the use of cannabis by passing the Narcotic Drugs and Psychotropic Substances Act, 1985.

[7] Rick Simpson, a Canadian who has been using cannabis oil to treat medical conditions like cancer was the guest at the conference.

[9] In 2018 the campaign started a web series titled The Gaanja Situation to encourage debate on the legalisation of cannabis for medical and industrial uses.