NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Tuesday, March 17, 2015

India is betting on cheap mobile phones to cut some of the world’s highest rates of maternal and child deaths, as it rolls out a campaign of voice messages delivering health advice to pregnant women and mothers.

Amid a scarcity of doctors and public hospitals, India is relying on its mobile telephone network, the second largest in the world with 950 million connections, to reach places where health workers rarely go.

“It’s a huge priority for us,” health ministry official Manoj Jhalani told Reuters, adding that the service, advising on vaccinations and vitamin supplements, will launch in eight of the country’s Hindi-speaking states by Aug. 15.”These are the most cost-effective health interventions,” said Jhalani, the supervisor of the project, named ’Kilkari,’ or “Baby’s Gurgle”, which will tailor its recorded messages to individual stages of pregnancy or the age of a newborn.

Poor sanitary conditions and stark poverty prevail in many villages in India, which recorded 50,000 maternal deaths in 2013, when 1.3 million children died before turning five.

Preventable hazards such as pneumonia, or poor nutrition, cause most deaths of mothers and babies. Many women give birth at home without access to clean water and toilets, while public medical clinics remain dilapidated and overcrowded.

Over the last 18 months, almost 100,000 rural families have signed up for the voice message project, first piloted by the government of the impoverished, but resource-rich, eastern state of Bihar.