Himachal Pradesh launched the Mother's Absolute Affection (MAA) programme recently with an aim to promote breastfeeding. The MAA programme is a flagship initiative of the Government of India to strengthen the promotion of breastfeeding and support lactating mothers.

Background:
Breastfeeding is a crucial aspect of infant and young child feeding as it provides essential nutrients and antibodies that help in the growth and development of the child. However, despite its numerous benefits, the practice of breastfeeding has been declining due to various reasons including lack of awareness, social stigma, and the availability of formula milk.

The MAA Programme:
The MAA programme was launched by the Ministry of Health and Family Welfare, Government of India, in an effort to promote and support breastfeeding across the country. It aims to create an enabling environment for breastfeeding mothers by providing them with the necessary knowledge, skills, and support.

Key Objectives:
The primary objectives of the MAA programme are as follows:

1. Promote early initiation of breastfeeding within one hour of birth.
2. Educate and empower mothers about the benefits of breastfeeding.
3. Train healthcare providers on lactation management and support.
4. Establish breastfeeding corners in public places to provide privacy and comfort to breastfeeding mothers.
5. Create awareness about the importance of exclusive breastfeeding for the first six months of a child's life.
6. Encourage the establishment of breast milk banks to support infants who cannot be breastfed by their biological mothers.

Implementation in Himachal Pradesh:
Himachal Pradesh has taken the initiative to implement the MAA programme in the state. Under this initiative, various activities will be carried out to promote breastfeeding and support lactating mothers. These activities include:

1. Sensitization and training of healthcare providers on breastfeeding practices.
2. Awareness campaigns through the media, community mobilization, and outreach programs.
3. Establishment of breastfeeding corners in healthcare facilities, public places, and workplaces.
4. Provision of counseling and support services to lactating mothers.

Conclusion:
The launch of the Mother's Absolute Affection (MAA) programme in Himachal Pradesh is a significant step towards promoting breastfeeding and creating a supportive environment for lactating mothers. This initiative will not only improve the health and well-being of infants but also contribute to the overall development of society. It is crucial to continue raising awareness about the benefits of breastfeeding and providing the necessary support to ensure its widespread practice.