To mark Mother’s Day, DCM Shriram Foundation has launched a digital awareness campaign addressing high-risk pregnancies (HRPs) and maternal mortality in rural India. The initiative, under its Khushali Sehat program, aims to highlight the medical vulnerabilities of pregnant women in underserved communities and the urgency of early intervention.
At the centre of the campaign is a short film that follows Mohan, a community health worker who assists Mobile Health Units (MHUs) in remote areas. The storyline is built around his visits to villages where the MHUs provide antenatal and postnatal check-ups. During one such visit, a pregnant woman named Rani is diagnosed with critically low hemoglobin levels — a common indicator of HRP. The film also explores the consequences of non-institutional deliveries, which contributed to Mohan’s personal loss: the death of his mother during childbirth.
India continues to face maternal health challenges. According to the National Health Mission, 20%–30% of pregnancies in the country are classified as high-risk. The latest Sample Registration System (SRS) 2022 report places India’s Maternal Mortality Ratio (MMR) at 97 deaths per 100,000 live births and the Infant Mortality Rate (IMR) at 28 per 1,000 live births.
The Khushali Sehat program currently operates in Hardoi and Lakhimpur Kheri (Uttar Pradesh), Kota (Rajasthan), and Bharuch (Gujarat). Services offered include:
- Identification and follow-up of HRPs
- Antenatal and postnatal check-ups
- Hemoglobin and nutrition testing
- Behaviour change communication
- Training of ASHA and ANM workers
The MHUs are staffed with female doctors, nurses, and support staff in collaboration with district health departments.
Quote:
“At DCM Shriram Foundation, we believe that the health of a mother defines the future of a family and the strength of a community. Through Khushali Sehat, we are focused on making quality maternal care accessible in remote regions,” said Aman Pannu, President, DCM Shriram Foundation.
About the Film:
Conceptualised by EFGH Brand Innovations and directed by Titus Upputuru, the film is available on YouTube: Watch here
Writer Emmanuel Upputuru shared that the film’s narrative was rooted in personal loss. “The idea began with a simple yet profound question: How does a child who has lost his mother celebrate Mother’s Day?”
Director Titus Upputuru added: “I really commend DCM Shriram for this initiative and all the workers, doctors, nurses, along with the Ashas, working so hard at the grass root level to help bring the Maternal Mortality Rate down.”
The campaign will run across DCM Shriram Foundation’s digital platforms to build public awareness and encourage preventive maternal health practices.