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Poshan Maah 2020: Let’s go #LocalforPoshan

Marketing Team | September 16, 2020

Malnutrition is a sad reality in India. Lack of nutrition among pregnant and lactating women is one of the top causes of malnutrition in infants and growing kids.

However, this problem goes way beyond the surface. Malnutrition gets its roots from poverty, illiteracy, lack of sanitation, and lack of awareness. All these problems are so deeply linked with one another, creating a never-ending loop of despair!

Did you know according to most recent available estimates show that in some developing countries, including India, nearly half of children under five years of age die each year due to poor nutrition? Those who survive under the same conditions experience severe health disorders at various stages of their life.

Throwing light on the importance of proper nutrition in building a prosperous nation, the Central Government celebrates the month of September as POSHAN Maah 2020. This campaign is in alignment with Prime Minister’s Overarching Scheme for Holistic Nutrition (POSHAN) Abhiyaan or National Nutrition Mission.

This campaign aims to invite people to contribute their bit towards a malnutrition-free India. The program is created to provide adequate nutrition for growing children, pregnant women, and lactating mothers.

This year with PoshanMaah 2020, the government invites going #Local4Poshan by initiating an innovative social contest!
Believing in the power of “Ghar Ke Nuske”, the contest welcomes nutritious and nourishing recipes from our Indian Kitchens.
The contest encourages Indian families to come forward and share their homemade recipes on | MyGov: A Platform for Citizen Engagement towards Good Governance in India that can provide holistic nourishment of children and women.


This recipe contest is a great way to empower our Nari and Yuva Shakti, paving way for a healthier India!

This ambitious project is considered as a key contributor to break through the intergenerational cycle of poor nutrition with the main focus in reducing the number of children under the stunting and underweight category.

The vision of a Malnutrition-free India by 2022 shall be implemented through a phased manner with robust monitoring and interventional infrastructure. According to reports, malnourished mothers are more likely to have malnourished children. Schemes and initiatives to ensure proper hygiene practices and nutritional assistance for pregnant and lactating mothers also become an integral part of this vision.

Along with these direct efforts, it also aims to monitor the multi-layered factors affecting malnutrition and work on those in a cross contextual manner. Creating awareness in the country towards the dire need for tackling malnutrition is also one of the desired outputs of this program.

Treatment of undernutrition on such a large scale is no less than a revolution!

It requires much more than just nutrition.

Social nets and engagement also play a vital role. Community-level counselling, ensuring easy access to safe healthcare facilities, creating awareness, and advocacy of the marginalized are some ways where we as a society can step in to uplift the underprivileged.

Today the power of social media can bring us closer as a society.

Just by sharing our love for food and healthy homemade recipes, we can educate people on the importance of the right kind of nutrition value infants and mothers need and make their lives a little easier.

So today, let us join hands and help India go #Local4Poshan!

Marketing Team


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