The PACT-CRH is managed by ICICI with funding from the United States Agency for International Development (USAID). Under this programme commercial manufacturers of quality reversible contraceptives can promote their brands to achieve as wide a distribution as possible. Wyeth Lederie Ltd was the first commercial firm to join the programme with its product Ovral L.

Oral pills are a good option for many women. They are very effective, easily available through chemist outlets and can be taken without a medical examination. The drug controller general of India has decreed that certain brands of oral contraceptives (OCs) are safe enough to be made available without prescription.

However, according to the National Family Health Survey (1998-99) only 2.1 per cent of Indian women use oral contraceptives as compared to 15.25 per cent of women in other industrialised and developing countries, which offer a range of contraceptive choices, points out Dr Rita Leavel, Commercial Market strategies representative in India.

Goli Ke Hamjoli is a movement to involve doctors, chemists, opinion leaders, civil groups, health organisations, the media and others to help educate couples who are interested in oral pills as their contraceptive choice. The programme does not specifically promote any brand but promotes the entire category of low dose oral contraceptive pills, says Leavel.

``While most women in India are aware of contraceptive options, their knowledge of how and when to use various methods is low. Because of this, usage of all modern temporary methods now available is very low,'' she says.

Research indicates that women view OCs as convenient, easy-to-use and effective. They like that oral pills give them direct control on planning their family. However, they do have health concerns and would like to have more information about the benefits and possible effects on fertility. Goli Ke Hamjoli activities have been designed to reach women with information to address their questions and concerns about the pill, she explains.

The programme is conducting OC workshops for neighborhood doctors and chemists and we are targeting women between the age group of 18-29 years, adds Leavel.

The programme concentrates on moderate-income couples living in major urban areas in Rajasthan, Madhya Pradesh, Uttar Pradesh, Bihar and Delhi.

In 10 years during 1981-1991, India added 161 million new citizens to its population. 44 per cent or 71 million were from these five states. Additionally these states also have high infant and maternal mortality rates, which could be decreased through child spacing and fewer births.

Scientific updates and mailers have been sent to over 23,000 doctors and 15,000 chemists. Local activities such as civic club briefings have so far covered 12 major cities in Uttar Pradesh, Rajasthan, Madhya Pradesh and Bihar. Over 18,000 chemists and 8,000 traditional doctors have been trained to respond to needs of potential clients.