Amway India Launches the 'Power of 5' Campaign to Address Childhood Malnutrition in India

/ -- Globally, the 'Power of 5'* has been benefiting over 1 lakh children in around 23 countries every year In India, Amway aims to educate mothers to positively impact around 10,000 children below 5 years during the campaign's pilot year Amway has partnered with MAMTA Health Institute for Mother and Child to educate mothers and caregivers on the significance of nutrition during the most crucial first 5 years in children Amway India, the country's largest FMCG direct selling company, today launched the 'Power of 5' campaign to address the rising problem of malnutrition among children in India. In line with Amway's vision of helping people live better lives, the Power of 5 is a community-based campaign targeted at mothers and caregivers of children under the age of 5 years. The campaign aims to improve the nutritional knowledge and practices inclusive of complementary feeding, hygiene practices, growth monitoring and dietary diversity. The campaign further aims to identify and manage the malnourished children, and those with infections, by developing synergies among the service providers of associated departments (Integrated Child Development Scheme, Health and Sanitation) for improved services and timely referrals.

Launch Event photograph: https://we.tl/t-BeAn6WXtiv
Picture Caption : (L to R) Mr. Sundip Shah, Chief marketing officer, Amway India| Ms. Usha Kundu, ACP CAW, Gurugram Police | Dr. Sunil Mehra Executive Director, MAMTA Health Institute
Speaking about the launch of this program, Mr. Anshu Budhraja, CEO, Amway India, said, "At Amway India, we are committed to use our vast global experience in nutrition and wellness to contribute to the Government of India's National Nutrition Mission to raise the nutrition levels in the country. From our experience, we understand that the foundation for a healthy development and overall well-being starts with optimal nutrition in the first 5 years of life. With the launch of the Power of 5 campaign, our aim is to raise awareness on the issue of childhood malnutrition and bring in the much-needed behavioral shift in mothers and communities at large. This program has been very successful globally - benefitting over a lakh children across more than 23 countries every year. We are pleased to launch this initiative in India and hope to make a positive impact in the lives of as many children and families as possible."
Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, "The first 5 years in a child's life are particularly important for the overall development and hence, appropriate intake of healthy and nutritious diet is crucial. The current situation of low nutrition levels among children up to 5 years is acute in India with around 8 million children suffering from Severe Acute Malnutrition, as per the statistics released by World Bank report 'India's Malnourished Children: Call for Reform & Action'. The rate of mortality with severe malnutrition among children up to 5 years is over 20% and the key contributors include inappropriate feeding practices, inadequate food intake, recurrent infections. Such issues can be addressed with proper education and guidance. With the launch of Power of 5 campaign in India, we aim to reach out to children under 5, their mothers and communities at large to educate them on how best to make use of their resources to ensure nutritional wellbeing of the children. To be adequately nourished, it is important that mothers understand what constitutes a good diet, as well as have the skills to make good food choices for the children. The Power of 5 initiative is aimed at providing this much-needed awareness to the mothers and communities to contribute to the healthy growth of children."
Commenting on the partnership with Amway, Dr. Sunil Mehra, Executive Director, MAMTA Health Institute for Mother and Child, said, "There are many underprivileged children residing in this area who face health problems that can otherwise be simply tackled by slight changes in their nutritional intake. The Power of 5 campaign will have a monumental impact on the lives of these children as it seeks to bring about a fundamental change in their daily diet. We are really optimistic about the final outcome of this initiative."
*2017 Global Impact Report
About Amway India CSR initiatives