India launches MAA – programme to promote breastfeeding

The Government of India on Friday launched National Breastfeeding Promotion Programme— MAA (mothers’ absolute affection) to ensure adequate awareness is generated among masses, especially mothers, on the benefits of breastfeeding.

Despite breastfeeding being one of the most important interventions for child survival, a dismal 64.9% children are exclusively breastfed for the first six months in India.

“Around 20% newborn deaths and 13% under-five deaths can be prevented by early initiation of breastfeeding,” said CK Mishra, secretary (health), government of India.

Besides it can also prevent child deaths associated with diarrhoea and pneumonia.

The goal of the Programme that will continue for a year, is to enhance optimal breastfeeding practices, which includes initiation of breastfeeding within an hour of birth, exclusive breastfeeding for the first six months, and continued breastfeeding for at least two years.

The government will train nurses in government hospitals, Accredited Social Health Activists (ASHA), Auxiliary Nurse Mid-wives (ANM) to provide relevant information and counselling support to mothers for breastfeeding.

The programme will be monitored by UNICEF and other partners.

UNICEF Celebrity Advocate and actor Madhuri Dixit launched the Maa campaign.