MAA Programme Launched in Himachal Pradesh


Himachal Pradesh government has launched Mother’s Absolute Affection Programme to promote breastfeeding in the state. The scheme is launched to make people aware of the significance and benefits of breastfeeding. Breastfeeding helps in reducing infant and early childhood mortality. The programme will achieve the goal that every child in the state is healthy.

Its Components are :

  • Community awareness generation
  • Strengthening inter-personal communication through ASHA worker
  • Skilled support for breastfeeding at delivery points in public health facilities and workplaces

A recent World Health Organisation (WHO) study has shown that India’s budgetary allocation for encouraging breastfeeding and milk banks is less as compared to other countries. In India, less than 50 percent of children are breastfed within an hour of birth, whereas the exclusive breastfeeding rate in the first six months is 55 percent.

According to the study, early initiation of breastfeeding and exclusive breastfeeding can prevent nearly 99,499 deaths of children every year in India that are caused by diarrhoea, undernourishment and pneumonia.

MAA is an intensified programme launched in the month of August 2016 by Ministry of Health and Family Welfare. The scheme attempt to bring undiluted focus on the promotion of breastfeeding, in addition to ongoing efforts through the health systems.