MANU/PIBU/0671/2016

Department/Board : Press Information Bureau

Date : 08.08.2016

Health Minister launches MAA programme to promote breastfeeding.

"Breastfeeding is the most natural, cost effective and significant intervention and should be promoted at all levels. This is an enormous resource that every child has access to. Breastfeeding programme will greatly help to reduce the under-five mortality of children" This was stated by Shri J P Nadda, Union Minister of Health and Family Welfare at the launch of MAA (Mothers Absolute Affection), a flagship programme to ensure adequate awareness is generated among masses, especially mothers, on the benefits of breastfeeding. Shri Faggan Singh Kulaste, Minister of State for Health and Family Welfare, Smt. Anupriya Patel, Minister of State for Health and Family Welfare, Shri C K Mishra, Secretary (Health) and Smt. Leena Nair, Secretary (WCD), Mr. Louis George Arsenault, UNICEF Representative to India and Ms. Madhuri Dixit, UNICEF Celebrity Advocate were also present at the occasion, along with other senior officials.

Shri J P Nadda said that all the national health indicators like Infant Mortality Rate (IMR), Maternal Maternity Rate (MMR), Total Fertility Rate (TFR) and under five mortality are declining faster in India than the world pace. The Health Minister highlighted the life cycle approach of the Ministry and stated that a Continuum of care approach has been adopted by the Ministry with the articulation of 'Strategic approach to Reproductive Maternal, Newborn, Child and Adolescent health (RMNCH+A), bringing focus on all the life stages. Shri Nadda further added that we must appreciate that breastfeeding is a child's first inoculation against death, disease and poverty and according to the latest scientific evidence; breastfeeding is our most enduring investment in physical, cognitive and social capacity development.

Addressing the gathering, Shri Faggan Singh Kulaste, Minister of State for Health and Family Welfare said that awareness is the key among people and we have to work on dispelling myths and misconceptions. The Minister stated that breastfeeding creates a special bond between mother and baby and the interaction between the mother and child during breastfeeding has positive impact for life, in terms of stimulation, behaviour, speech, sense of well-being, security and how the child relates to other people.

Smt Anupriya Patel, Minister of State for Health and Family Welfare, said that Breastfeeding is central to improving child survival. Poor breastfeeding practices contribute to about 13% of child deaths. She further added that the Ministry is launching MAA-Mother's Absolute Affection'' to create an enabling environment to ensure that mothers, husbands and families receive adequate information and support to promote breastfeeding practices.

Ms. Madhuri Dixit, Brand Ambassdor laid emphasis on Mothers milk in ensuring the survival of the child. The actor and mother of two healthy children, said, "Early initiation of breastfeeding within one hour of birth and thereafter exclusive breastfeeding for the first six months is essential for the wellness of the child." She further added that every family member has to encourage the mother to ensure that child gets it. Th........