Samrat is a journalist based in Mumbai, India, with a career spanning two decades in mainstream media. He has been involved in tobacco harm reduction efforts since 2014, leading THR advocacy in India 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 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 authoring articles and reports, litigation support, engaging with policymakers, the medical community and the industry, to media management and consumer outreach.