In honour of Mother’s Day, DCM Shriram Foundation has unveiled a moving digital campaign to raise awareness about maternal health challenges in rural India, particularly the risks associated with high-risk pregnancies.
Launched under the Foundation’s flagship Khushali Sehat (Mother & Child Health Program), the campaign places a spotlight on the urgent need for timely maternal healthcare access in underserved regions.
At the heart of the campaign is a poignant short film following the story of Mohan, a field worker with the Foundation’s Mobile Health Units (MHUs). These units bring essential antenatal and postnatal care to remote villages, bridging gaps in maternal healthcare delivery.
Mohan’s journey, marked by a personal loss – the death of his mother during a home birth – highlights the life-threatening risks of non-institutional deliveries. The film shows his efforts in identifying high-risk pregnancies and ensuring critical medical intervention through collaboration with Community Health Centres.
A turning point in the narrative occurs when a woman named Rani, who is eight months pregnant, is found to have dangerously low haemoglobin levels at a health camp. This real-life scenario underscores the widespread issue of undetected maternal health risks.
The film, conceptualised by EFGH Brand Innovations and directed by Titus Upputuru of The Titus Upputuru Company, aims to foster public dialogue and awareness on preventive maternal care.
Ms. Aman Pannu, President, DCM Shriram Foundation, said, “At DCM Shriram Foundation, we believe that the health of a mother defines the future of a family and the strength of a community. Through Khushali Sehat, we are focused on making quality maternal care accessible in remote regions. This Mother’s Day, we reaffirm our commitment to reducing maternal health risks and ensuring every mother’s right to safe and dignified care.”
India continues to face significant maternal health challenges. According to the National Health Mission, 20% to 30% of pregnancies in the country are considered high-risk. The Maternal Mortality Ratio (MMR) stands at 97 deaths per 100,000 live births, while the Infant Mortality Rate (IMR) is 28 per 1,000 live births, as per the 2022 SRS Statistical Report.
DCM Shriram Foundation’s Khushali Sehat programme operates in collaboration with District Health Departments across Hardoi and Lakhimpur Kheri in Uttar Pradesh, Kota in Rajasthan, and Bharuch in Gujarat. The MHUs are staffed by female doctors, nurses, and administrative personnel and offer:
- Antenatal and postnatal check-ups
- Early identification and monitoring of high-risk pregnancies
- Nutritional support and haemoglobin testing
- Behavioural change communication sessions
- Capacity building for ASHAs and ANMs
The film will be promoted across the Foundation’s social media platforms and YouTube channel to expand outreach and spark conversations around maternal health.
Emmanuel Upputuru, founder of EFGH and the film’s writer, shared, "The idea began with a simple yet profound question: How does a child who has lost his mother celebrate Mother’s Day? For me, it was deeply personal — I lost my mother at 19, and ever since, I find a part of her in every mother I meet. The story flowed naturally from that emotion."
Director Titus Upputuru added, "For those of us who lost our mothers early in life, it’s not easy dealing with the few, rare memories. When Emmanuel shared the idea of someone being haunted by his mother, I immediately loved it. And I really commend DCM Shriram for this initiative and all the workers, doctors, nurses, along with the Ashas, working so hard at the grass root level to help bring the Maternal Mortality Rate down."
