We established the organisation in response to the increasing rates of alcohol dependence in Punjabi communities. Every day countless families suffer the pain and anguish of watching a loved one endure the physical, mental and spiritual torture of addiction. Alcoholism is a family illness that affects everyone around the sufferer and their communities.

We are of Punjabi heritage with lived experience of Alcoholism and found personal recovery. As experts by experience, we have witnessed the under-representation, unmet needs, and gaps within mainstream commissioned services for Punjabi communities.

The needs of Punjabi and other new communities are neglected across the recovery modalities of medicine, therapy, residential rehabilitation, policy development and community services resulting in more significant obstacles to personal recovery for those of Punjabi heritage. The barriers to recovery are not just external to Punjabi communities but exist within them. Community attitudes and distortions prevent people from asking for help. Judgement separates us, and misunderstanding encourages silence. As a result of these community attitudes, families and individuals suffer in silence, struggle to find the support they need, and in some cases, never reach out for help. We can overcome these distortions through community conversations and positive examples of recovery. Understanding and compassion allow us to grow together.

Our primary community of interest is the Punjabi communities from Sikh, Hindu and Muslim as well as other faith backgrounds, or indeed no faith background. However, we assist and support individuals from any racialised community.