Key problem being addressed is the severe malnutrition in newborn babies, crippling their growth (physical as well as mental) and thus lifelong costs & burdens on the family and public resources.

While many factors can contribute to malnutrition, one of the most preventable and systemic causal factors is poor knowledge of breastfeeding techniques, especially in first-time mothers in rural/remote parts of India. Generally, one would think that support from family elders or neighbors or even common sense should be enough for a mother to breastfeed the newborn properly. Unfortunately, the truth is far from that. Newborns are not in a position to communicate, and self-intuition is grossly adequate here. Several factors make a huge difference in a baby’s ability to receive an adequate quantity of milk available from the mother such as how the baby is held, angle, and posture of the baby. Further, the mother’s understanding of the importance of complementary feeding & important nutrients during critical 1000-days (9 months during pregnancy, 2 years after birth) makes a huge difference in the newborn’s long-term health. However, all these, while seeming common sense, are badly missing. General awareness is limited to only the importance of breastfeeding, and not how.