Mothers' Absolute Affection (MAA) Programme

Introduction

Nationwide flagship programme of Ministry of Health and Family Welfare (MoHFW), Government of India
Launched on 5th August 2016 across all States/UTs
Renamed and repositioned to highlight "absolute affection" required from family and health system for successful breastfeeding
Integrates with Infant and Young Child Feeding (IYCF) guidelines, Baby-Friendly Hospital Initiative (BFHI) and "Ten Steps to Successful Breastfeeding"

Revitalize efforts for promotion, protection and support of breastfeeding practices through health systems to achieve higher exclusive breastfeeding rates and reduce neonatal and under-five mortality

Build enabling environment through awareness generation activities targeting pregnant and lactating mothers, family members and community for optimal breastfeeding practices
Position breastfeeding as critical intervention for child survival and development
Strengthen lactation support services at public health facilities by trained healthcare providers (doctors, nurses, ANMs) and skilled community health workers (ASHAs)
Incentivize and accredit health facilities demonstrating high breastfeeding performance and adherence to lactation management protocols

Communication and Demand Generation:
- Mass media (TV, radio), mid-media (folk media, street plays) and interpersonal communication (IPC)
- IEC materials focusing on early initiation of breastfeeding (within 1 hour of birth), exclusive breastfeeding for 6 months and continued breastfeeding up to 2 years
Capacity Building:
- Training of trainers (TOT) and cascade training of healthcare providers and ASHA workers on lactation management and breastfeeding counselling
- Emphasis on antenatal counselling, immediate postnatal support and management of common breastfeeding problems
Facility-Level Interventions:
- Early initiation of breastfeeding and skin-to-skin contact
- Exclusive breastfeeding till 6 months with no prelacteal feeds
- Rooming-in, on-demand feeding and avoidance of unnecessary formula
- Strict implementation of IMS Act 1992 (amended 2003)
- Lactation management centres / corners at delivery points
Community-Level Interventions:
- ASHA-led home visits for breastfeeding support during antenatal, postnatal and infancy periods
- Village Health and Nutrition Days (VHND) and Anganwadi centre activities
Monitoring, Evaluation and Incentives:
- Facility accreditation and awards for high-performing delivery points based on breastfeeding indicators
- Periodic assessment using standardized checklists aligned with revised Ten Steps
- Integration with HMIS and RCH portal for real-time data

Implemented at three levels:
- Macro level: National and state mass-media campaigns
- Meso level: All public health facilities (sub-centres, PHCs, CHCs, district hospitals)
- Micro level: Community outreach through ASHAs and Anganwadi Workers
Target beneficiaries: All pregnant and lactating mothers, newborns and infants <6 months
Convergence with RMNCH+A, POSHAN Abhiyaan and National Nutrition Mission

Breastfeeding reduces neonatal mortality by 22% and under-five mortality significantly
Prevents diarrhoea, pneumonia and malnutrition
Promotes maternal health (reduces postpartum haemorrhage and breast cancer risk)
Cost-effective public health intervention aligned with SDG 2 and 3
Evidence-based: Supported by WHO/UNICEF guidelines and Lancet series on breastfeeding