A woman dies in childbirth every fifteen minutes in India. India accounts for 11% of the global maternal mortality burden. India's infant mortality rate is 32 per 1000 live births compared with the global average of 12. Similarly, the neonatal mortality rate is 24 per 1000 live births compared with the global average of 18. A significant proportion of maternal deaths and 50-70% of child deaths are however preventable. The 3-delays framework for understanding maternal mortality mentions the significance of lack of access to preventive care information in causing the first delay - decision to seek care. Providing critical healthcare information to women and families creates awareness of complications and risk factors and develops agency to demand healthcare.
ARMMAN is currently implementing two mHealth programs (mMitra and Kilkari) that provide critical preventive care information to women during pregnancy till the child is one year old. While Kilkari (implemented in partnership with the Ministry of Health and Family Welfare) is the largest maternal and child health program in the world, mMitra and Kilkari are 2 of only 5 scaled maternal messaging programs across the world. The interventions address delay in seeking care by improving preventive information access by leveraging mobile technology to create scalable, evidence-based and cost-effective interventions. The high mobile penetration in India positions voice calls as an excellent mechanism for reaching women and families with this critical life-saving healthcare information using the principles of behaviour change communication, enabling women and families to make a timely decision to seek care.