CSR to bolster Maternal Health in Bhiwandi, Maharashtra

Mumbai, India: On International Women’s Day, ZEE Entertainment Enterprises Limited (ZEEL), India’s leading content company, shed light on the groundbreaking initiative – Integrated Maternal and Child Health Program developed in partnership with Society for Nutrition Education and Health Action (SNEHA). The program developed for communities in Bhiwandi, Thane District, stood as a beacon of empowerment for women across the region.

Recognizing the urgent need for action, ZEE partnered with SNEHA to bolster this vital project, which has touched the lives of over 8,000 women from September 2022. Operating within Bhiwandi’s vulnerable communities, including married women of reproductive age, children aged 0-2 years, dedicated community volunteers, and essential systems staff; the program addressed a myriad of pressing health concerns. With ZEE’s support, SNEHA conducted a comprehensive assessment, uncovering prevalent health issues such as maternal and newborn morbidity and mortality, along with the alarming rates of communicable and non-communicable diseases like tuberculosis and hypertension and diabetes within Bhiwandi’s 44% urban slum population. The community grappled with a staggering 24% rate of home-based child deliveries, coupled with late registration for hospital delivery, subpar immunization rates, and distressing instances of gender-based violence.

In response to these challenges, ZEE and SNEHA collaboratively developed and implemented a pioneering community-based urban health-care model, addressing Reproductive, Maternal, Newborn, and Child Health (RMNCH) concerns. This holistic approach extended to combating malnutrition, gender-based violence (GBV), tuberculosis (TB), and non-communicable diseases (NCDs), in close partnership with the local public health systems in Bhiwandi.

Dr. Armida Fernandez, neonatologist and founder of SNEHA, said, “We established SNEHA in response to the dire health challenges faced by low-income households, especially mothers and children. Our goal is to improve health-seeking behaviour and enhance the quality of public health services in underserved communities. Witnessing the transformation of 8,000 women through our program fills us with immense gratitude, and we extend our heartfelt appreciation for the invaluable support received from ZEE.”

Reflecting on the significance of this program and its success, Animesh Kumar, President – HR and Transformation, ZEE said, “Partnering with SNEHA on this transformative initiative has been an incredibly fulfilling journey for us. Together, we’ve not only empowered communities but also created a tangible impact on maternal and child health in Bhiwandi. By synergizing our resources and expertise, we’ve reached thousands of women and children, providing them with the

crucial support and care needed for a healthier tomorrow. Today, as we celebrate International Women’s Day, the success of this project serves as a powerful testament to the immense potential of collective action in driving positive change and fostering inclusive growth.”

Since the inception of the partnership, there has been a 12% increase in the adoption of modern contraception methods among women. This substantial growth is testament to the fact that it provided women with a newfound agency to make informed choices regarding their sexual and reproductive health.

The comprehensive approach implemented by SNEHA and ZEE resulted in tangible improvements in community health indicators, with noticeable reductions in maternal and neonatal mortality rates, increased access to essential healthcare services, and heightened awareness about preventive measures. Furthermore, the collaborative effort fostered a sense of empowerment among women, enabling them to take charge of their health and well-being, thus paving the way for a brighter and healthier future for generations to come.