“Breastfeeding is the most natural and cost effective intervention and should be promoted at all levels. This is an enormous resource that every child has access to. It is our job and our privilege to promote the world’s most effective investment for human development.” This was stated by Shri J P Nadda, Union Minister of Health and Family Welfare at a launch of MAA (Mothers Absolute Affection), a flagship programme for promotion of breastfeeding by Government of India.
Breastfeeding is central to improving child survival. Poor breastfeeding practices contribute to about 13% of child deaths. Early initiation of breastfeeding within one hour of birth and thereafter exclusive breastfeeding for the first six months are essential for the wellness of the child.
Shri J P Nadda highlighted the life cycle approach of the Ministry and said 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. The Health Minister 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.
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.
“MAA-Mother’s Absolute Affection’’ is a nationwide programme launched in an attempt to bring undiluted focus on promotion of breastfeeding and provision of counselling services for supporting breastfeeding through health systems. 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 chief components of the MAA Programme are Community awareness generation, Strengthening inter personal communication through ASHA, Skilled support for breastfeeding at Delivery points in Public health facilities, and Monitoring and Award/recognition.