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Cash Plus model pushes up early breastfeeding rate

What is the Cash Plus Model?

  • India’s first State-led pilot combining:
    • Direct Benefit Transfer (DBT) for pregnant and lactating women.
    • Social and Behaviour Change Communication (SBCC), including:
      • Home-based counselling
      • Group sessions on nutrition and health
      • Community engagement
      • Use of digital media for outreach
  • Augments the national PMMVY scheme, which provides cash support for the first child.

Relevance : GS 2(Health ,Governance ,Social Justice)

Key Outcomes (2021–2024 study findings)

  • Early initiation of breastfeeding rose by 49%, now reaching 90% of newborns.
  • 49% improvement in dietary diversity among pregnant women.
  • 54% of women reported using cash benefits specifically for nutrition.
  • 44% more women became receptive to counselling and home visits.
  • 80% of women cited improved affordability and access to nutritious food.

Implementation Timeline

  • Launched in 2020 as a pilot in 5 districts: Udaipur, Banswara, Dungarpur, Pratapgarh, Baran.
  • Scaled statewide in 2022 with a budget of 210 crore.
  • Target: ~3.5 lakh second-time pregnant women per year.
  • Total beneficiaries to date: Over 3.3 million women.

Unique Features

  • Includes second-time mothers, unlike PMMVY.
  • Uses anganwadi network for registration, checkups, anemia detection, and counselling.
  • Digital and social media outreach targets male members and youth for wider behavioural change.

Reported Benefits (Case Example)

  • Early detection and treatment of anemia.
  • Timely vaccinations and institutional delivery.
  • Healthier birth outcomes — e.g., baby weight > 3 kg.

Challenges

  • Data gaps in maternal mortality reporting.
  • Disparities in service access across rural and tribal areas.
  • Persistent poverty and low education hinder full behaviour change.
  • Need for better monitoring and digital record-keeping.

Significance

  • Sets a national precedent for integrating financial aid with behavioural interventions.
  • Demonstrates a holistic approach to maternal and child health — not just money, but awareness and community support.
  • Model may be replicable in other states to strengthen India’s nutrition and maternal health outcomes.

July 2025
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