Union Government Launches MAA, Nation-Wide Breast Feeding Programme (Download PDF)

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Government launched a nation-wide programme MAA - (Mothers՚ Absolute Affection) for promoting breastfeeding. Union Health Minister J P Nadda launched this programme. Bollywood actress Madhuri Dixit is brand ambassador of this campaign.

Government Launched a Nation-Wide Programme MAA


  • The objective of the programme is to enhance optimal breastfeeding practices.

About the MAA programme:

  • This programme is creating a supporting environment to ensure that mother, husband and families receive suitable information and support for promotion of breastfeeding.
  • For this Programme Ministry has allocated 30 crore rupees and for each district will be allotted 4.3 lakh rupees.
  • This fund will be allocated for the implementing the various activities in MAA programme.
  • Main components of the MAA Programme are:
Components of the MAA Programme


  • Enhances immunity level in the child
  • Help to reduce the child mortality rate
  • Important involvements for child survival
  • Prevented Around 20 percent newborn deaths and 13 percent under-five deaths by breastfeeding.
  • Breastfed infant also have higher intelligence quotient.
  • Prevent child deaths associated with Diarrhoea and Pneumonia

- Published/Last Modified on: August 8, 2016


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