India suffers from the dual burden of malnutrition and the country is still home to 40 million stunted children. Public health concerns, especially those related to women and mothers, children and adolescents, are central to the governance agenda.

The Company believes that it has vital role to play in creating a healthier world through education, information and intervention. With the shared vision of healthier communities, the Company rolled out Project Jagriti in partnership with the MAMTA Health Institute for Mother and Child. The project has a specific focus on 4 groups consisting of adolescents, pregnant women, lactating mothers and married couples. Creating an enabling environment for the women, it targets the sensitization to institutional deliveries, post-natal visits to the hospital, awareness on family planning. The project understands the effect of malnourished childhood on the health of an individual over the course of their lives. It focuses on creating awareness about early initiation of breastfeeding, exclusive breastfeeding and improving breastfeeding practices in the community. Adolescents are included by conducting sessions which covers topics of hygiene, health, menstrual hygiene, and other important topics related to health. Young couples are provided access to family planning services, made aware of gender equity norms, and are counselled and educated on preconception care, marital communication, issues of preventive mental, sexual and reproductive health. There are dedicated outreach workers who conduct door to door visits to provide counselling to those who are in need of it. The outreach workers primarily act as facilitators for the groups, guiding from the backdrop to encourage peer to peer learning. Initially, the programme embedded the peer mentorship approach as it enabled a smoother transfer of knowledge with group members being educated by a person who is from the same community and aware of similar situation. In 2019, programme moved to system-led approach with a focus on counselling and development of front- line workers such as Accredited Social Health Activists (ASHA) and Anganwadi Workers etc. This approach is useful in populations that are deficient in knowledge and unaware of their health needs and rights.

The programme started with a pilot in Delhi in year 2014, reaching out to over 100,000 people in marginalized communities. In 2019, the Company scaled up the programme in high priority districts across Delhi (West Delhi); Uttar Pradesh (Banda, Lucknow, Prayagraj, Varanasi, Kaushambi); Maharashtra (Nagpur); Rajasthan (Churu, Sri Ganganagar); and Odisha (Bolangir, Naupada).

Till 2019, the programme has impacted over 5 million lives (1.7 million direct and 3.3 million indirect beneficiaries) across 8 states/UT.