Mmitra is a free mobile voice call service that provides culturally appropriate comprehensive information on preventive care and simple interventions to reduce maternal and infant mortality and morbidity in urban India. The voice calls are in the local dialect, specific to the woman’s gestational age or the age of the child and are sent weekly/twice a week free of cost directly to pregnant women and mothers with infants.
It does not require any visits to a service provider or any complicated technology etc. Just one single missed call on a toll-free number 04071012032 is enough to get a woman registered in this program. CSI’s field staff identify pregnant & lactating women, fill a brief registration form that takes in details from a female regarding her Last menstrual period (to calculate her months into pregnancy ) ,her preferred language to receive messages , preferred time to hear the message etc.
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