Prasoon Joshi & Priya Agarwal Hebbar on combating malnourishment in India

Malnutrition is a pressing problem in India. India ranks 111th out of 125 countries in the 2023 Global Hunger Index (GHI) with a score of around 28.7, recording an improvement from the score of 29.2 in 2015. The child stunting rate in India is 35.5% while the child wasting rate is 18.7%, the mortality rate below five years of age is 3.1%, undernutrition rate is 16.6%. In the year 2008, the GHI score in India was 35.5 and in 2000 it was 38.4. The current GHI score is regarded as serious as per the GHI Severity of Hunger Scale. Low, moderate, serious, and alarming rates of malnutrition are indicated by GHI scores of less than or equal to 9.9, within 10.0 to 19.9, 20.0 to 34.9, and 35.0 to 49.9.

Several reforms have been introduced to combat the issue of hunger in India. These include the PM Garib Kalyan Yojana, the National Mission for Natural Farming, the National Nutrition Mission or Poshan Abhiyan, National Food Security Act.

Recently Anil Agarwal Foundation, the Social Impact Arm of Vedanta, led the foundation of a movement tackling the issue of hunger that is prevalent even today in India. The national movement, titled ‘Agar Bachpan Se Poocha Khaana Khaaya, Toh Desh Ka Kal Banaya’, features actor Manoj Bajpayee. The movement is intended to provide nourishment to the future generations of India by offering quality nutrition, holistic healthcare, and optimal preschool education for children.

The campaign speaks of the commitment of the foundation to building a brighter future for the children and youth in India. It consists of a short film featuring Bollywood Actor Manoj Bajpayee where he is seen interacting with children at a Nand Ghar centre, conveying the message of the need to nurture the potential that has not been tapped among those who are less privileged.

The video shows Manoj Bajpayee in a Nand Ghar, sharing how he left his hometown to pursue his passion for acting in Delhi, slowly gaining fame and expressing the fact that a struggling artist is yearning for food as much as they seek appreciation. Because no matter how big an actor becomes, he cannot say dialogues on an empty stomach, stating that if his friends did not take responsibility for his everyday meals, he would have gone back to his hometown way back. He further conveys the fact of how the vision of Nand Ghar Movement is to provide the right nutrition to the youth of tomorrow, fulfilling their dreams, since hunger can come in the way of one’s dreams. The film concludes with the actor encouraging people to join the Nand Ghar Movement and contribute in their own way, and asking any child that they meet on their way – ‘Khaana Khaaya Kya?’ (Did you eat?) – fostering an environment of quality nourishment.

Watch the film:

https://youtu.be/EjddKDx9fLE?si=KE39PsKOQ5RqD7J1

The goal of eradicating malnutrition and hunger is being accomplished through Nand Ghar, a collaboration between the Government of India and Vedanta, an Indian multinational mining company, to modernize and develop more than 29,000 Anganwadis spread across the country. Till now it has led the transformation of over 6000 Anganwadis into Nand Ghars and is providing holistic development opportunities to women and children at the grassroots level. It is in alignment with the Poshan Maah theme of this year, which is ‘Suposhit Bharat, Sakshar Bharat, Sashakt Bharat’, supporting overall growth and development by enhancing health, education, and empowerment.

In conversation with Adgully, Priya Agarwal Hebbar, Chairperson of Hindustan Zinc Ltd & Non-Executive Director, Vedanta, sheds a light on the objective and long-term vision of the campaign. Adgully also caught up with Prasoon Joshi, CEO & CCO, McCann Worldgroup India and Chairman, Asia Pacific, who shared his thoughts on the Nand Ghar movement.

On the concept behind the campaign ‘Agar Bachpan Se Poocha Khaana Khaaya, Toh Desh Ka Kal Banaya’ and its mission, objective Priya Agarwal Hebbar shares, “For any organization, there are two wings, Artha and Dharma – Artha is the value that an organization creates, and Dharma is the value an organization gives back to society. Both are equally important, and this philosophy forms the bedrock of Vedanta's give-back initiatives. To ensure ‘Zero Hunger’ and combat malnourishment in the country we have launched the Nand Ghar Movement – ‘Agar Bachpan Se Poocha Khaana Khaaya, Toh Desh Ka Kal Banaya’. We aim to ensure every child in the country has access to nutritious food.”

She further adds, “For us, the movement is about commitment to the vision that no child goes to bed hungry. With a simple question that our mothers, friends, and even colleagues ask – Khaana Khaaya Kya – we want to harness the power of 1.4 Billion Indians. Imagine if each one of us asks a child Khaana Khaaya Kya – we are nourishing the dreams, the future of India.”

Commenting on the creative agency that has conceptualized the campaign and the brief given to them, Hebbar says, “We collaborated with McCann Worldgroup India, under the able leadership of Prasoon Joshi, a revered adman to create a nation-wide, sustained movement that instills passion and ignites action towards our cause of Zero Hunger. Through the simple question – Khaana Khaaya Kya - the goal was to resonate with a diverse audience and foster a sense of shared responsibility by evoking empathy and connecting with viewers on an emotional level, prompting them to take action.”

Discussing the marketing and media mix strategy for the campaign and how Nand Ghar is leveraging digital media to promote the campaign, Hebbar says, “Our multi-media approach focuses on reaching a broad audience to inspire people to join the mission of nourishing India’s future. The movement raises awareness and sparks organic conversations around #KhaanaKhaayaKya. Our Nand Ghar website acts as a central information hub, providing details about the project and offering ways to get involved such as donation, volunteering, and partnership. One can even experience Nand Ghars across India’s rich and diverse geography and see how we are working with the communities at the grassroots.”

Speaking about the expectations of the campaign and the impact it is aiming to gain through this strategic initiative, Hebbar says, “Nand Ghar aims to positively impact the lives of 70 million children and 20 million women in India by strengthening education, skill training, healthcare access, and nutrition initiatives at the grassroots level. The movement seeks to ignite a national conversation on the importance of adequate nutrition and convert this awareness into action. By inspiring people to contribute with their time, resources, and expertise, we hope to gather more support and accelerate the Nand Ghar Movement to include all 13.7 lakh Anganwadis in the country. This will enable us to empower more children and women across India.”

Mission and Vision of the Nand Ghar Movement

Elaborating on the mission and vision of Nand Ghar Movement, Hebbar says, “The Nand Ghar Movement bridges the gap between urban and rural India with a mission to ensure proper nutrition, enhance access to education and healthcare, and empower women through skill development. The movement revitalizes the existing Anganwadi network by transforming it into modern centers called Nand Ghars. Nand Ghars functions as a multi-purpose center offering interactive learning modules, state-of-the-art education tools, and timely health and medical interventions. We are augmenting traditional methods with e-learning opportunities using smart TVs & tablets and implementing innovative designs and smart kits for activity-based education.”

She further adds, “We facilitate hygienic, pre-cooked meals and take-home rations to combat malnourishment in children. Supplementary multi-millet Nutri bars are also provided daily at Nand Ghars to ensure holistic growth and development among children. Additionally, we empower women with skill development programs to boost economic independence. Overall, the Nand Ghar Movement is a holistic approach to improving the lives of children and women across India, fostering a more equitable and prosperous future.”

On the role that holistic healthcare, quality nutrition, and best-in-class preschool education for children play in nourishing and ensuring the future generations of India and in strengthening the formative years of their life, Hebbar says, “0-6 years form the most crucial years of a child’s development and we at Nand Ghar recognize this by investing in holistic healthcare, nutrition, and quality preschool education. This investment is crucial in fostering a strong foundation for the future generations of India. Regular health check-ups, vaccinations, and early health interventions alongside knowledge about hygiene and sanitation promote overall well-being. High-quality early education encourages cognitive development, social skills, and emotional well-being. Through innovative & interactive learning models, Nand Ghars ignites a love for learning in children through BaLa designs, smart kits, tablets, and more. With an attendance of 81% at Nand Ghars and 100% school readiness among children, Nand Ghars is bringing more children into the purview of early childhood education. By investing in these core areas during a child's formative years, Nand Ghar aims to create a lasting impact, contributing to a stronger future for India.”

On collaborating with actor Manoj Bajpayee for the Nand Ghar Movement, Hebbar elaborates, “Manoj Bajpayee’s life story perfectly embodies the spirit of the Nand Ghar Movement. His journey from a young theatre actor to a celebrated star resonates with our message of ensuring holistic development for children to enable them to realize their dreams. Having faced hunger during his early career, he understands the struggles that children from underprivileged backgrounds endure. This lived experience, coupled with his immense public presence, makes him a credible voice for the cause and a powerful advocate for the importance of ensuring that every child has access to nutritious food and the chance to thrive.”

Nand Ghar Movement in 2024

“The message relayed through #KhaanaKhaayaKya is an important initial step for the Nand Ghar Movement, acknowledging the need to combat malnourishment for a brighter future,” says Hebbar, adding, “As we garner support from citizens across the country, we hope to also augment education, skilling, and healthcare at the grassroots by building and creating more Nand Ghar across India. With the vision to transform all 13.7 lakh Aganwaadis into Nand Ghars, we aim to take our initiatives across every village in the country. We are effectively raising awareness and gathering support for the larger movement, seeking collaboration from NGOs, like-minded corporations, and socially responsible citizens. Every contribution, whether volunteer time, resources, or partnerships, brings us closer to our aim. Every action counts and will bring us closer to the dream of a Viksit Bharat.”

Evoking empathy on a nationwide level: Prasoon Joshi

Prasoon Joshi

Sharing his thoughts on the Nand Ghar movement, Prasoon Joshi says, “The Nand Ghar Movement creatively uses the common phrase – ‘Khaana Khaaya Kya?’ – at the heart of its social cause initiative. The objective is to use this simple question to evoke empathy on a nationwide level and drive action towards nourishing children. Listening to Anil Agarwal’s childhood story of hunger and his passion to create a lasting impact among children, moved me to bring forth his story and dream via this movement.”

He further says, “Manoj Bajpayee’s involvement further adds authenticity and emotional depth to the movement. Like Manoj’s friends were his saviours when he needed them the most, Nand Ghar is also lending children the support to become the best version of themselves. The movement aims to do more than just raise awareness. It is designed to encourage public involvement through defined actions such as contributions, volunteering, and collaboration. This is a long-term approach, with planned activities that will further explore the issue and demonstrate the impact of the Nand Ghar Movement.”

On the Nand Ghar Movement, Priya Agarwal Hebbar tweeted :

“The future depends on what we do in the present" - Mahatma Gandhi

We, at @Vedanta_Group, are committed to nourishing the future of India - the children of our nation. A simple question #KhaanaKhaayaKya has the power to ensure no child feels powerless due to hunger.

With more… pic.twitter.com/BBeSVxOa3F

— Priya Agarwal Hebbar (@PriyaAH_Vedanta) May 24, 2024