Addressing the Disparity: Corporate Social Responsibility Initiatives and Maternal Health in India

Let’s take you through a lively journey to West Sirohi District in the vibrant state of Rajasthan, India, where more than 5,000 rural families, including the colourful Reeta (22), her family, and their lively friends, reside? Picture Reeta, dressed in a crimson zaree saree, sporting a vibrant yellow blouse, and her ghoonghat, a veil that adds an air of mystery as it covers her chin. Reeta is not just any young woman; she's a super mother to two adorable kids. Her first child, all of five years old, came into the world when she was just a tender seventeen. But her second child, born at home, faced a tough battle and sadly didn't make it past 30 days. She was just 19 years old at the time.

Now fast forwarding to Sameir, her youngest bundle of joy. One and a half years old and terribly malnourished, Sameir was in dire need of help. "There wasn't enough breast milk for Sameir," Reeta recalls with a hint of determination, "and we went without food for several days." Can you imagine taking a three-hour walk to reach the nearest primary care clinic? Sameir weighed a mere 6 kilograms when he arrived at the Health Centre's screening station. It was a grim situation - severe diarrhoea, vomiting, fever, and a Mid-Upper Arm Circumference (MUAC) of just 10 centimetres. But, day by day, Sameir's story started to shine. On the fifth day, he was feeling much better, and by day eight, he had gained 8 kilos and his MUAC had grown to 11. With the necessary medications and some loving advice from the healthcare program team, Reeta and Sameir were on their way home, ready to conquer the world, or at least the next meal.

With its ever-evolving culture, the health of mothers and their children has always taken centre stage. The Government of India (GoI) has made it a top priority to reduce maternal and child mortality over the past two decades, recognizing that it's essential for the nation's success. Initiatives like the National Rural Health Mission (NRHM) and the Affordable Care Act have pumped public investments into healthcare systems. Janani Suraksha Yojana (JSY), Janani Shishu Suraksha Karyakram (JSSK), Facility-Based Newborn Care (FBNC), and Home-Based Newborn Care (HBNC) have been a lifeline for low-income individuals, providing them with free healthcare.

According to the Registrar General of India - Sample Registration System, there were 130 maternal deaths per 100,000 live births in 2014–2016. This meant that India met MDG 5, which aimed to reduce Maternal Mortality Ratio (MMR) by 75% between 1990 and 2015. Today, India is racing towards the Sustainable Development Goals (SDGs) target of 70 maternal deaths per lakh live births. It's also making great strides towards SDG 3.2, which targets reducing neonatal mortality to 12 per 1000 and under-5 mortality to 25 per 1000.

Despite all the progress, tackling India's maternal and child healthcare challenges is like navigating a labyrinth. The country's size, ethnic diversity, and healthcare disparities make it a tough nut to crack. And, here's where the story takes a twist. Corporate Social Responsibility (CSR) projects have entered the scene, and they're bringing a breath of fresh air to the world of mother-child health. With corporate, philanthropic, and socially responsible funding, these programs have revitalized maternal and child health promotion in India. They're helping women track their journey through prenatal and postoperative care, hospital births, breastfeeding, and child growth up to the age of five.

Meet Khushbu, the superhero Anganwadi worker from Khunti, Jharkhand. She's been at it for five whole years, offering first aid and dietary counselling to mothers and children in remote areas. Khushbu noticed the struggles in her own neighbourhood and realized that education in maternal and child health was the need of the hour. Inspired by a local NGO and their CSR meetings, she dived headfirst into their workshops and training sessions. Armed with knowledge, she began educating future mothers and their families about the importance of hospital births and breastfeeding. Khushbu's dedication didn't stop there; she organized workshops and discussions on ANC check-ups and ways to prevent malnutrition. Her efforts paid off! More pregnant women in her community started receiving prenatal care and giving birth in hospitals. Khushbu transformed her community's outlook on mother and child health by embracing the power of learning.

SoulAce has had a unique opportunity to analyse these efforts through impact assessments that measure programme success by observing participant behaviour and evaluate the impact. The SoulAce team of expert educators created assessments that measure program success by observing program beneficiaries’ behaviour and evaluating the impact. The results are nothing short of spectacular! Early pregnancy registration and ANC care have shot up by 45% and 35%, respectively. Hospital births and immunization rates for children under 5 have increased by 25% and 30%. DTP3 immunization is now given three times to 12-23-month-olds, ensuring robust protection. With these innovative approaches, maternal mortality in the first 42 days after giving birth has plummeted by a whopping 60%. And that's not all – infant mortality up to 5 years has dropped by 55%, and malnourishment among children under five and pregnant and lactating mothers has taken a 35% and 30% dip, respectively.

Is not that a reason to celebrate? These achievements are stories of hope, lighting up the path to safer and healthier futures for mothers and their children. Thousands of Reetas and Khushboos have found their way to nurturing themselves and their children through these remarkable CSR initiatives. In-depth impact assessments, carried out by SoulAce, are like treasure maps, guiding these endeavours towards greater efficiency and broader participation. Despite the hardships she endured, Reeta's story has become a symbol of perseverance, optimism, and the power of CSR efforts and impact assessments to bring about a world where every birth is not only recognised by the mother but also supported by a caring community, to protect both the mother and her child.

And that's the heartwarming story of India making a mark in maternal and child healthcare with CSR initiatives!

About SoulAce

SoulAce is an 14-year-old specialized CSR and Development Sector firm working on creating sustainable impact at the grass-root level. It works on three verticals - Primary Field Research, Advisory, and Project Monitoring Tech Platform. In India, SoulAce has covered 150 plus districts across 26 states working with CSR Departments, NGOs, and Government Agencies.