The Indian Government has launched MAA (Mothers’ Absolute Affection), a nation-wide breast feeding programme. It was launched by Union Health Minister & Family Welfare J P Nadda along with Bollywood actress Madhuri Dixit who is brand ambassador of this campaign on 5th August, 2016.
'MAA' is a Community awareness generation programme, which aims to enhance optimal breastfeeding practices in the country. The initiative also seeks to create an enabling environment to ensure that mothers, husbands and families receive adequate information and support for promotion of breastfeeding. The programme has been named ‘MAA’ to signify the support a lactating mother requires from family members and at health facilities to breastfeed successfully.
The Union Health Ministry has allocated 30 crore rupees for the Programme and 4.3 lakh rupees for each district for implementing the various activities under the initiative.
The practice of breastfeeding is one of the important natural interventions for child survival as it enhances immunity level in child and can greatly help to reduce the under-five mortality rate. Research and Studies also proved that breastfed infants have higher intelligence quotient, and also prevent around 20% new-born deaths and 13% under-five deaths. It also prevents child deaths associated with Diarrhoea and Pneumonia.