AVPN Global Conference 2023 | 20 - 22 June 2023



Constellation Awards 2023 Laureate

Constellation Awards 2023 Laureate


AVPN members

MSD for Mothers, Jhpiego, Sattva Consulting, and Swasti Catalysts

Other project partners

The Federation of Obstetrics and Gynaecological Societies of India (FOGSI), National Health Mission Government of Maharashtra, PharmAccess, Safe Delivery App (Maternity Foundation), Ariadne Labs, and The Weber Shandwick Collective.

The Challenge at Hand

As India strives to prioritise public healthcare, institutional distribution, and coverage, reduction in maternal and new-born mortality continues to be disproportionately slow. Every year around 24,000 women die in India due to complications related to pregnancy and childbirth. Nearly, 50% of institutional deliveries across the country occur in the private sector, and evidence suggests that the quality of private care is sub-optimal. Inconsistent standard of care leads to disparities in health outcomes. 

A healthy pregnancy and childbirth has inter-generational spillover effects for the children, family, community, and nation, a phenomenon which MSD for Mothers terms the “Mom Effect.”

Collaborative Solutions

Manyata, a first-of-its-kind initiative in the private maternal healthcare sector in India, has been a game-changer in terms of setting a certification benchmark and evidence based frameworks for providing high quality-care to mothers since 2013. It focuses on skilling providers, building stronger teams, and enhancing facilities’ efficiency by ensuring adherence to WHO standards of quality clinical care. As a national-level quality improvement and certification programme, Manyata envisions that each woman in India receives consistent, safe, and respectful care during and after childbirth. This aligns with the Government of India’s commitment to universalising quality healthcare, for which private sector improvements are indispensable. 

Manyata also partnered with the Public Health Department, Government of Maharashtra to launch LaQshya-Manyata, which now runs as a successful public-private partnership providing quality maternal care in the remotest corners in the Indian state of Maharashtra.

The program has also collaborated with the likes of National Accreditation Board for Hospitals and Healthcare (NABH) and Health Sector Skill Council (HSSC) to train health workers and allied staff. 

The association with UNICEF-led MaNTra-App will enable digitisation of Manyata enrolled labour rooms to gather data on critical quality indicators of private providers in the state of Uttar Pradesh.

The program has directly benefited more than 550,000 women, and subsequently their families, along with training over 13,000 healthcare workers. It is currently active in 23 states/UTs of India, with over 2,000 certified private hospitals providing maternity services. The program aims to certify an additional 1,000 private health facilities within a few priority cities to deepen its impact.

A study by Ariadne Labs (affiliated to Harvard University), found significant improvements in adherence to clinical quality standards in Manyata enrolled facilities in comparison to baseline.

Resources Pooled

  • Manyata partners bring their diverse and rich expertise to the various tracks of the program and ensure that the program is delivering the highest standards of services.
  • MSD for Mothers has a global advisory board composed of  maternal health, business, and development experts that meets regularly to help create sustainable solutions that improve maternal health. Supporting them are 700 employee ambassadors globally who contribute fresh thinking and volunteer hours. 
  • MSD for Mothers has collaborated and partnered with over 15 organisations of varied expertise to support the Federation of Obstetric and Gynaecological Societies of India (FOGSI) in scaling Manyata. The program leverages joint Monitoring & Evaluation (M&E) and shared reporting to continuously improve, identify areas of collaboration, and respond to challenges promptly.
  • FOGSI, a body of 35,000 privately-practising gynaecologists and obstetricians, has provided unwavering support to the project since its inception in 2013, allowing it to scale as well as self-regulate
  • Swasti Health Catalyst as the National QI Coordination Agency brings strategy and technical support, Ariadne Lab provides data collection and analysis support; Sattva Consulting leads advocacy; Weber Shandwick supports with the communication outreach, and Avalon, ECHO Platform and PharmAccess enable tech-integration into processes. 
  • Jhpiego is leveraging grants from other projects to expand Manyata to newer geographies, including SAARC nation. 
  • One of the biggest advantages of a collaborative is the huge network of stakeholders that can be engaged through various collaborators. In the case of Manyata, partners collaborate regularly to leverage each other’s partner networks to achieve larger program goals. This also aligns with Manyata’s strategic goal to create a culture of quality.


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