mMITRA
mMitra started in 2013 as ARMMAN’s pioneering free mobile voice call service sending timed and targeted weekly/bi-weekly preventive care messages directly to the phones of enrolled women through pregnancy and infancy, in their chosen language and time slot. The service is bolstered by nine tries for every message, a missed call system, and a call centre for support.
The success of mMitra led to an invitation from the Ministry of Health and Family Welfare (MoHFW), Government of India in 2018 to implement the largest maternal messaging service in the world – Kilkari. Since 2019, ARMMAN has been implementing, augmenting, and expanding Kilkari, and the complementary programme for frontline health workers – Mobile Academy in partnership with the MoHFW.
Currently, mMitra is being used as an urban sandbox for Kilkari and we aim to test innovations within mMitra and scale them up through Kilkari.
The programme was previously implemented in 9 states : Haryana, Delhi, Uttar Pradesh, Bihar, Rajasthan, Gujarat, Madhya Pradesh, Maharashtra, & Karnataka in India.
REACH
IMPACT
Innovations using Artificial Intelligence (AI)
We have a long-term partnership with Google Research India to use Artificial Intelligence (AI) to improve the efficiency and effectiveness of our interventions. We developed a model to predict which subscribers are likely to drop out of the system and select subscribers for intervention (service call) based on the likelihood of success. Results demonstrated that the use of AI technology was able to bring down the risk of drop-offs by up to 32% for women at high risk of dropping out.
A research team at Google DeepMind is now providing us pro bono support to develop AI models for Kilkari, which will be implemented upon receiving the necessary approvals from the MoHFW.
Piloting innovations through WhatsApp
We piloted the use of WhatsApp as a platform for the dissemination of mMitra messages among a group of subscribers in Mumbai and observed positive results.
The findings from this study were applied in the design of the pilot to test the feasibility of using WhatsApp to disseminate Kilkari messages among a larger audience.
We piloted the use of WhatsApp as a platform for the dissemination of mMitra messages among a group of subscribers in Mumbai & observed positive results.
The findings from this study were applied in the design of the pilot to test the feasibility of using WhatsApp to disseminate Kilkari messages among a larger audience.
mMITRA++
A HOLISTIC MATERNAL AND CHILD HEALTH INTERVENTION IN AN URBAN CONTEXT
Based on our field experiences, we realise there is a pressing need to evolve mMitra to meet the current challenges of a rapidly urbanizing India. With more people moving to cities for economic opportunities, urban health systems are under increasing pressure, often leaving low-income women with limited access to essential care during pregnancy and postpartum. Urban and peri-urban slums represent a sizeable and growing population segment with poor maternal and child health indicators, arguably even worse than in rural India, leading to higher maternal and child mortality and morbidity. Children in urban slums often do not receive appropriate nutrition and the incidence of malnutrition is very high.
Their diet is usually calorie – rich, nutrition – deficient due to the high inclusion of junk food and sweetened beverages. mMitra++ is designed to take a ’tech+touch’, fit-for-purpose approach towards improving the health outcomes for pregnant women and children who are at high risk in these urban and peri-urban slums. The programme builds upon the foundation of information dissemination provided by Kilkari, to identify specific pregnant women and children who are at high risk and empower the woman and her family with the necessary knowledge and provide hand-holding support to ensure she has a safe delivery, and her child’s development is unimpaired.
THE FOLLOWING SERVICES ARE PROVIDED THROUGH mMITRA++:
Preventive care information
Providing essential preventive care information to pregnant women and new mothers through voice calls and multimedia messages on WhatsApp on mobile phones.
High-Risk Pregnancy Tracking
Offering additional support and
reminders for pregnant women with high-risk conditions such as anemia and hypertension, including guidance and antenatal care check-up reminders.
Addressing Malnutrition
Live counseling for caregivers of moderately underweight children (0-36 months) to help prevent progression to severe malnutrition.
MaMITRA: ENHANCING DATA FOR BETTER HEALTHCARE SERVICES
The MaMitra programme aims to strengthen the public health system by ensuring accurate records of pregnant women and mothers, while also tracking high-risk pregnancies and providing women with essential health information. This initiative, in partnership with the Brihanmumbai Municipal Corporation (BMC), is implemented in 11 BMC-run hospitals across Mumbai, Maharashtra.
KEY COMPONENTS OF THE MaMITRA PROGRAMME :
Data Strengthening
Through MaMitra, we identify data gaps and help streamline processes to ensure accurate records are collected during a woman’s registration in the Government’s Reproductive and Child Health (RCH) portal. This enables improved access to government health schemes and services for women.
interactive Voice Response Service
Pregnant women registered in the RCH portal through the 11 partner hospitals in Mumbai receive MaMitra voice calls on their mobile phones. These calls deliver critical preventive care information to support women during pregnancy and infancy.
High-Risk Pregnancy Tracking
As part of MaMitra, we work with partner hospitals to identify pregnant women with high-risk conditions such as anemia, diabetes, and hypertension. We follow up to ensure these women access necessary care and complete timely tests and check-ups, promoting a safe pregnancy and delivery.
CASE STORIES
I AM IMMENSELY GRATEFUL FOR mMITRA’S SUPPORT THROUGHOUT MY PREGNANCY JOURNEY.
As a first-time expectant mother, Anuja Aouti navigated her challenging pregnancy with timely guidance from mMitra voice calls.
THE GUIDANCE PROVIDED BY mMITRA CALLS HAS BEEN INVALUABLE IN PROTECTING THE HEALTH OF BOTH MY BABY & ME.
Nasrin Shaikh placed her trust in mMitra voice calls, and her faith was rewarded with a healthy pregnancy & safe delivery.
CASE STORIES
I AM IMMENSELY GRATEFUL FOR mMITRA’S SUPPORT THROUGHOUT MY PREGNANCY JOURNEY.
As a first-time expectant mother, Anuja Aouti navigated her challenging pregnancy with timely guidance from mMitra voice calls.
THE GUIDANCE PROVIDED BY mMITRA CALLS HAS BEEN INVALUABLE IN PROTECTING THE HEALTH OF BOTH MY BABY & ME.
Nasrin Shaikh placed her trust in mMitra voice calls, and her faith was rewarded with a healthy pregnancy & safe delivery.