Self- Care at the Forefront: ‘Self Care for New Moms and Kids under 5’ celebrates motherhood with an inspiring theme song by the renowned folk singer Geeta Rabari

Reckitt, a global leader in consumer health and hygiene, has partnered
with Plan India to launch the Self Care for New Moms and Kids Under 5" initiative. This initiative
focuses on improving maternal and child health in Bhavnagar and Gir Somnath in Gujarat, Dhule and
Washim in Maharashtra, and Rajsamand in Rajasthan. Based on the World Health Organization
definition of self-care, the project recognizes the role of individuals, families, and communities in
promoting health, preventing disease, and managing well-being. It aims to enhance the overall well-
being of new mothers and integrates self-care into childhood development, affirming that health is a
fundamental right.
The initiative engages young mothers in rural communities through innovative outreach programs,
including traditional street plays, a variety of educational activities, and door-to-door engagements
that bring vital health information and services right to their doorsteps. This direct approach ensures
that the benefits of self-care and health education reach every household, aligning with Honble Prime
Minister Narendra Modi commitment to Health For All.The program’s extensive reach in these
regions helps to empower mothers and caregivers, enabling them to take charge of their own and
their children’s health effectively.
Initially known as ‘Reach Each Child,’ the program reached over 268 villages across five districts –
Nandurbar and Amravati in Maharashtra, Rajsamand in Rajasthan, and Gir and Bhavnagar in Gujarat.
Since its inception last year, the program has reached over 70,000 children under the age of five and
the initiative has reached over 4 million mothers through the region. Now, transitioning to Self-Care,
the program aims to extend its reach to 10 million mothers. ‘

Celebrating the International Mother’s Day with Self Care Theme Song
The International Mother’s Day the program has launched one of its central elements of this initiative:
an empowering theme song Maa E  which encapsulates the spirit of maternal strength and
resilience. The song’s lyrics remind mothers of their influential role, akin to revered figures like Jijabai
and Goddess Amba, reinforcing the cultural resonance and empowering message of the song. It
advocates for regular health check-ups, doctor advice, and vaccinations and aligns with Plan India's
focus towards preventive healthcare.
Inspired by the ancient Gujarati proverb, Mother is mother, all else is secondary," the song deeply
connects with the cultural roots and everyday lives of mothers. The song lyrics highlight the
significance of nutritious food and a clean environment as foundational aspects of child health,
echoing the program’s focus on holistic health education. It reminds mothers of their influential role,
akin to revered figures like Jijabai and Goddess Amba, reinforcing the cultural resonance and
empowering message of the song. By advocating for regular health check-ups, doctor advice, and
vaccinations, the song aligns perfectly with the program’s directives for preventive healthcare and
self-management.
Geeta Rabari, a world-renowned name in Gujarati folk music, has lent her voice to amplify the
message of the program. Sharing her connection and inspiration for participating in this initiative she
said, As a singer, I believe in the power of music to touch hearts, inspire minds and to educate in a
manner that is so deeply rooted in our communities. This song is my homage to all mothers — the
unsung heroes who foster life and love. It is a tribute to all mothers in Gujarat and across the country
encouraging them to embrace practices of self-care and prioritise their health and well-being and that
of their children.
Commenting on the partnership, Ravi Bhatnagar, Director of External Affairs and Partnerships
at Reckitt, said “This song is a tribute to all new moms, and is made with the mission to ensure health
for all. Through ‘Self care for new moms and kids under 5’, we are engaging with various tribal

communities and are not just spreading awareness, but also equipping mothers with the tools they
need for effective self-care, driving transformative health improvements for all. By empowering new
moms with agency and promoting hyper-local practices, we are developing a culture of empowerment
and resilience within the communities.”
Empowering Local Communities: With Gulabi Didis
The Self Care for New Moms and Kids Under 5 initiative leverages the expertise of Gulabi didis
local women trained as community health workers who are pivotal in disseminating health knowledge
and enhancing healthcare access. They bring the program directly to households focusing on taking
comprehensive self-care education to every young mother and child across the region and leaving no
one behind.
'Gulabi didis’ play a critical role in educating young women and caregivers through one-on-one
counselling around the six fundamental self-care pillars for maternal health including Hygiene and
Health, Antenatal Checkups, Birth Spacing, Yoga and Mental Well-being, Food and Health, and
Vector-borne Diseases. They ensure that they key principles for Self care reach and are adopted as
outlined by the WHO Self Care guidelines. Providing counselling across various topics such as
maintaining a healthy diet, being physically active, getting vaccinated, avoiding tobacco, managing
stress for physical and mental health, practising good health, regularly checking health, breastfeeding,
and birth spacing.
Additionally, the Community Health Workers sensitise communities on the importance of proper
handwashing at the critical touch points which includes washing hands after defecation, and the use
of toilets; before eating; before preparing and serving food; before feeding infants/children; after
cleaning a child’s bottom, and after coughing/sneezing during illness. In addition, the program has
established partnerships with health and Integrated Child Development Services (ICDS) departments
to conduct community mothers’ meetings through Village Health Sanitation and Nutrition Days
(VHSNDs), also known as Mamta Diwas
The program also follows WHO’s guidelines to prevent major childhood diseases like Diarrhoea and
Pneumonia, utilising the 7-point plan for Comprehensive Diarrhoea Control and the Global Action Plan
for the Prevention and Control of Pneumonia and Diarrhoea (GAPPD). In addition, through the
counselling provided by Gulabi didis help in the identification, and referral of diarrhoea and
pneumonia cases which are one of the most common causes leading to infant deaths in the region
and help enable a prioritized and prompt management of these conditions throughout the region.
Commenting on the program Mohammed Asif, Executive Director of Plan India, said Our
approach is rooted in empowerment through education. ‘Self-care for new moms and kids under 5’ is
in line with our commitment to equipping mothers with the tools and understanding necessary to take
proactive steps in their and their children health, enabling a holistic prevention-based approach to
care and contributing to a robust future for our country.
Through this initiative Reckitt in partnership with Plan India has taken extensive efforts ranging from
the establishment of health camps to the deployment of mobile health units that deliver primary care
services directly to the doorsteps of those in need. These efforts are complemented by digital
platforms, audio based content to explain self-care concepts that provide essential health information
and services, ensuring widespread reach and impact. The organisation’s efforts are a testament to the
power of collective action and shared responsibility in creating a healthier future for all mothers and
children. The project is committed to ensuring that self-care education extends to every corner of the
community, leaving no individual behind.