ARMMAN’s demonstrated success with mMitra led the Ministry of Health & Family Welfare to invite us to manage Kilkari & Mobile Academy from 2019 to 2021, with an extension till 2024.

Kilkari is a mobile health education service that provides pregnant women, new mothers, and their families with timely, accessible, accurate and relevant information about Reproductive, Maternal, Neonatal and Child health. It aims to improve families’ knowledge and uptake of life-saving preventative health practices. Kilkari was earlier implemented by BBC Media Action in partnership with the Ministry of Health and Family Welfare (MoHFW).

Kilkari uses IVR technology to deliver time-sensitive audio information directly to families’ mobile phones. Calls cover the critical time period – where the most deaths occur from the 2nd trimester of pregnancy until the child is one year old (72 weeks).

Subscribers receive one pre-recorded call per week, linked to the woman’s stage of pregnancy or the child’s age. Calls are currently available in 5 languages (Hindi, Bihari, Oriya, Assamese, Bengali).

Kilkari is the largest mobile-based maternal messaging program in the world. It has reached over 29.3 million women and their children across 18 states and union territories of India and currently has 2.5 million active users.