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.