Mothers’ Absolute Affection (MAA) Program


Ministry/Department : Ministry of Health & Family Welfare
Aims to enhance optimal breastfeeding practices in the country.
  • It seeks to create an enabling environment to ensure that mothers, husbands and families receive adequate information and support for promotion of breastfeeding.
  • 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 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
Facts about breast-feeding:
  • It enhances immunity level in child
  • Helps to reduce under-five deaths
  • Around 20% new born deaths and 13% under-five deaths can be prevented by breastfeeding.
  • Breastfed infant also have higher intelligence quotient.


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