MAA (Mother’s Absolute Affection) Programme for Infant and Young Child Feeding
Introduction
The early years of life are the most crucial for growth, development, and survival of a child. Proper nutrition during infancy and early childhood forms the foundation of a healthy life. In India, malnutrition, inadequate breastfeeding practices, and poor infant and young child feeding (IYCF) behaviors have been major public health challenges. To address these issues, the Government of India launched the MAA (Mother’s Absolute Affection) Programme in 2016.
This initiative primarily aims to promote exclusive breastfeeding for the first six months of life and continued breastfeeding along with appropriate complementary feeding up to two years and beyond. It is one of the most significant programs under the National Health Mission (NHM), focusing on awareness generation, counseling, and support for mothers and families.
In this article, we will explore the objectives, strategies, implementation, benefits, challenges, and exam-oriented points about the MAA programme in detail.
What is the MAA Programme?
The MAA (Mother’s Absolute Affection) programme is a nationwide initiative by the Ministry of Health and Family Welfare, Government of India, to improve breastfeeding practices and IYCF.
• Launched: 2016
• Implemented under: National Health Mission (NHM)
• Target group: Pregnant women, lactating mothers, families, health workers, and communities.
• Key focus: Promote exclusive breastfeeding, early initiation of breastfeeding, and complementary feeding with continued breastfeeding.
Objectives of the MAA Programme
The main objectives of the MAA programme include:
1. Promote early initiation of breastfeeding within one hour of birth.
2. Encourage exclusive breastfeeding for the first six months of life.
3. Promote complementary feeding after six months along with continued breastfeeding up to two years or beyond.
4. Create awareness among mothers, families, and communities about the benefits of breastfeeding.
5. Strengthen counseling and support services for mothers through trained health workers.
6. Engage healthcare facilities to become more mother- and baby-friendly.
7. Reduce infant morbidity and mortality by improving nutrition and immunity through breastfeeding.
Importance of Infant and Young Child Feeding (IYCF)
Why is Breastfeeding Important?
• Provides complete nutrition to the baby for the first six months.
• Strengthens immunity and protects against infections like diarrhea and pneumonia.
• Promotes bonding between mother and child.
• Reduces the risk of chronic diseases like obesity, diabetes, and cardiovascular problems later in life.
• Helps mothers by reducing the risk of breast and ovarian cancers, postpartum hemorrhage, and aids in birth spacing.
Why is Complementary Feeding Necessary?
• After six months, breast milk alone cannot meet the nutritional needs of the infant.
• Complementary feeding provides additional energy, vitamins, and minerals for proper growth.
• Prevents malnutrition, stunting, and micronutrient deficiencies.
Key Strategies of the MAA Programme
The MAA programme follows a multi-pronged strategy:
1. Community-level awareness generation through campaigns, posters, leaflets, and mass media.
2. Counseling and support services for mothers by trained frontline workers (ANMs, ASHAs, Anganwadi workers).
3. Capacity building of health staff through special training modules on IYCF.
4. Integration with existing maternal and child health services under NHM.
5. Mother Support Groups (MSGs) for peer counseling and encouragement.
6. Village Health and Nutrition Days (VHNDs) as platforms for IYCF counseling.
7. Facility-based support like Lactation Management Centers and Baby-Friendly Hospitals.
8. Monitoring and evaluation through indicators such as early initiation and exclusive breastfeeding rates.
Implementation of the MAA Programme
The MAA programme is implemented in the following way:
• National Level: Policy planning, development of guidelines, and resource allocation.
• State Level: Training of health personnel, IEC (Information, Education, Communication) campaigns, and monitoring.
• District Level: Capacity building, VHNDs, mother support groups, and service delivery.
• Community Level: Counseling by ASHAs, ANMs, and Anganwadi workers.
Activities under the MAA Programme
1. Awareness Campaigns:
Use of posters, wall paintings, TV/radio spots, and social media.
2. Capacity Building:
Training modules on breastfeeding and IYCF practices.
3. Counseling Sessions:
Individual and group counseling during antenatal and postnatal visits.
4. Breastfeeding Corners:
Special spaces in public places and health facilities to support mothers.
5. Mother Support Groups:
Peer counseling and support from experienced mothers.
6. Monitoring Indicators:
• % of infants breastfed within one hour.
• % of infants exclusively breastfed for six months.
• % of children receiving timely complementary feeding.
Benefits of the MAA Programme
• For infants: Reduced risk of malnutrition, infections, stunting, and mortality.
• For mothers: Lower risk of postpartum complications and certain cancers.
• For families: Reduced healthcare costs and improved child survival.
• For society: Healthier population, improved cognitive development, and productivity.
Challenges in Implementation
• Cultural beliefs and myths against breastfeeding.
• Lack of awareness among families.
• Inadequate training of health workers.
• Social stigma of breastfeeding in public.
• Employment-related issues for working mothers.
• Inconsistent monitoring and data collection.
• Government’s Efforts to Strengthen the MAA Programme
• Baby-Friendly Hospital Initiative (BFHI).
• Janani Suraksha Yojana and Janani Shishu Suraksha Karyakram integration.
• POSHAN Abhiyaan (National Nutrition Mission).
• Lactation Management Centers in tertiary hospitals.
• Special media campaigns during World Breastfeeding Week (1st–7th August).
Exam-Oriented Focus Points (Quick Notes)
• Full form MAA: Mother’s Absolute Affection.
• Launched: 2016 by Ministry of Health and Family Welfare (MoHFW).
• Objective: Promote breastfeeding and infant & young child feeding (IYCF).
• Exclusive breastfeeding: First 6 months.
• Continued breastfeeding: Up to 2 years and beyond.
• Early initiation: Within 1 hour of birth.
• Implementation: Under National Health Mission (NHM).
• Strategies: Awareness, counseling, capacity building, monitoring.
• Support system: ASHAs, ANMs, Anganwadi workers, Lactation Management Centers.
• Major activities: IEC campaigns, counseling, breastfeeding corners, mother support groups.
• Target beneficiaries: Pregnant and lactating mothers, families, communities.
• Special event: World Breastfeeding Week (1st–7th August).
• Key outcome indicators: Early initiation %, exclusive breastfeeding %, complementary feeding %.
Frequently Asked Questions (FAQs)
1. What is the full form of MAA?
The full form of MAA is Mother’s Absolute Affection, a programme to promote breastfeeding and IYCF practices in India.
2. When was the MAA Programme launched?
The MAA programme was launched in 2016 by the Ministry of Health and Family Welfare, Government of India.
3. What are the main objectives of the MAA programme?
The objectives are to promote early initiation of breastfeeding, exclusive breastfeeding for six months, and complementary feeding with continued breastfeeding up to two years or beyond.
4. Who implements the MAA programme?
It is implemented under the National Health Mission (NHM) at national, state, district, and community levels through health workers and Anganwadi centers.
5. Why is exclusive breastfeeding important?
Exclusive breastfeeding for the first six months provides complete nutrition, strengthens immunity, prevents infections, and promotes healthy growth and development.
6. What is complementary feeding?
Complementary feeding is the introduction of solid and semi-solid foods after six months of age, while continuing breastfeeding up to two years or beyond.
7. What are the challenges faced in the MAA programme?
Challenges include cultural myths, lack of awareness, inadequate training, working mothers’ issues, and stigma around public breastfeeding.
8. How does MAA benefit mothers?
It helps reduce risks of postpartum hemorrhage, breast cancer, ovarian cancer, and provides natural birth spacing benefits.
9. What role do health workers play in the MAA programme?
Health workers like ASHAs, ANMs, and Anganwadi workers counsel mothers, provide awareness, and ensure proper implementation of IYCF practices.
10. Which other programmes are linked with MAA?
The MAA programme is linked with POSHAN Abhiyaan, Janani Suraksha Yojana, Janani Shishu Suraksha Karyakram, and Baby-Friendly Hospital Initiative.
Conclusion
The MAA (Mother’s Absolute Affection) Programme is a landmark initiative by the Government of India to improve child health and nutrition through better breastfeeding and IYCF practices. By addressing cultural, social, and systemic challenges, the programme ensures that every child gets the right start to life.
With effective implementation and strong community participation, the MAA programme has the potential to reduce malnutrition, improve survival rates, and build a healthier future generation.
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Writer: Vandita Singh, Lucknow (GS India Nursing Group)