Ever since its independence in 1947, India has been on the path of all-round socio-economic progress. With more than 1 billion people, India accounts for nearly 20 percent of the world’s population. It is the world’s tenth largest economy by nominal GDP and the third largest by purchasing power parity (PPP), making it one of the top industrialized countries in the world.
However, despite India’s economic growth it continues to face the challenges of poverty, corruption, malnutrition and inadequate public healthcare. With its ever increasing population, India’s healthcare infrastructure is completely overburdened with continued and emerging diseases, as well as chronic degenerative diseases. This is largely due to lack of environmental sanitation and safe drinking water, under-nutrition, poor living conditions and limited access to preventive and curative health services.
PSI began its operations in India in 1988 and currently has more than 900 staff members across 20 states. Current areas of program focus are:
- HIV/AIDS and other sexually transmitted infections
- Malaria prevention
- Child survival
- Gender-Based violence
- Non-communicable diseases
- Maternal Health
- Family Planning
It’s estimated that India has 5.6 million people living with HIV – more than any other country. Success in controlling HIV in India can positively impact the overall world situation just because of the sheer numbers.
PSI/India is involved in several large-scale prevention projects aimed at curbing HIV incidence:
Sponsored by the Bill & Melinda Gates Foundation, this program promotes safer sexual practices in Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu states. PSI/India also makes condoms accessible along national highways. The core of PSI/India’s contribution to this program is intensive communication, franchising and distribution in 100 locations where HIV prevalence and risky behavior is highest. PSI/India has reached more than 7.6 million clients of sex workers in these areas.
HIV/AIDS Workplace Intervention Program
Under USAID’s Project Connect, PSI/India helps mobilize the private sector to support HIV/AIDS-related interventions. It also establishes prevention of parent-to-child transmission centers through public-private partnerships and advocacy with the insurance and pharmaceutical sectors.
Collieries Outreach Intervention for Limiting HIV/AIDS (COILA)
PSI/India implements this HIV prevention program for the coal mining community, in partnership with Jharkhand State AIDS Control Society. The project studies the norms of people in the coal mining districts of Jharkhand and then launches effective interventions with support from partners.
PSI/India targets high-risk behavior groups of commercial sex workers, their clients, and long-haul truck drivers in Mumbai with HIV-prevention activities. So far, the Mumbai project has touched 6,000 commercial sex workers in “red-light” areas of Mumbai, 600,000 men at risk and 2,500 injecting drug users with:
- Interpersonal and mid-media communication.
- Condom social marketing.
- Voluntary counseling and testing centers.
- Drop-in centers.
Additionally, PSI/Mumbai’s Saadhan Helpline provides counseling and information services to the general population.
PSI/India’s comprehensive family planning messaging and maternal health programs span 17 states. They create informed demand and provide reliable supplies of quality, affordable products, including:
- Oral and injectable contraceptives
- Intra-uterine devices
- Emergency contraceptives
- Vitamin supplements
- Drugs to prevent post-partum hemorrhage
In the state of Rajasthan, PSI/India manages a government-sponsored health center that provides antenatal and post-natal care, immunization, treatment of childhood illnesses and other services. With funding from KfW and David and Lucile Packard Foundation, PSI/India uses a variety of communication methods to reach thousands of women in Rajasthan, Madhya Pradesh, Chhatisgarh and Jharkhand with family planning messaging. PSI/India also markets the women’s anemia-prevention nutritional supplements, Vitalet and Vitalet PREG.
PSI/India’s five-year reproductive health initiative in 11 states is building the capacity of private-public health care providers, promoting underutilized products and creating demand for the services of trained, qualified health service providers.
More than 600,000 Indian children die of dehydration from diarrhea each year. Water disinfectants, rehydration salts and zinc supplementation are low-cost solutions that can yield priceless benefits. PSI/India currently works to lower incidence of diarrheal diseases and related child mortality in the states of Uttar Pradesh, Uttaranchal, West Bengal and Orissa.
PSI/India also markets Safewat, a water disinfectant, and various brands of oral rehydration salts and zinc tablets. A pilot program is under way to promote the use of ORS and zinc tablets to reduce morbidity and mortality due to diarrheal disease among children under age 5 in Rajasthan.
Water, Sanitation and Hygiene
Globally, there are 2.5 billion people around the world who live without access to improved sanitation facilities. Nearly one-third of these people live in India.
Supporting Sustainable Sanitation Improvements
In the state of Bihar, PSI is working with the Bill and Melinda Gates Foundation, the Monitor Group and Water for the People to implement an innovative sanitation project called Supporting Sustainable Sanitation Improvements (3Si). This project aims to increase access and use of improved sanitation facilities, as well as establish a sustainable market-based supply chain for sanitation products and services.
Currently, only 30 percent of households in Bihar have latrines, and diarrheal episodes make up 12.1 percent of the nation’s total. To address this, 3Si will contribute 59 percent of the total sanitation coverage in Bihar until 2017 (about 350,000 households) and will address the high rate of under-five deaths due to diarrhea.
India is a high burden tuberculosis country with more than one-fifth of the world’s TB cases. The goal of this project is to decrease mortality and improve access to quality TB care. PSI/India is implementing the program in six states: Bihar, Punjab, Haryana, Karnataka, Rajasthan and Maharashtra. The objectives of the project are to improve TB care and control, especially for marginalized and vulnerable populations, including TB-HIV patients. This project is sponsored by the Global Fund.
- U.S. Agency for International Development
- The Federal Republic of Germany through KfW Entwicklungsbank (the German development bank)
- U.S. Centers for Disease Control and Prevention
- Ministry of Health and Family Welfare
- National AIDS Control Programme
- Bill & Melinda Gates Foundation
- David and Lucille Packard Foundation
- William and Flora Hewlett Foundation
- British Department for International Development
- Central Indian Government
- Commissioners for Health and the State AIDS Control Societies (state and district levels)
- Community-based organizations
- Other NGOs
- Panchayat Raj Institutions (for rural promotion of birth spacing and good maternal/child health practices)
- Local medical providers and retailers that carry and promote PSI products
- National White Paper: Synergizing Efforts in Diabetes Care at the Tertiary Level
- Learning before leaping: integration of an adaptive study design process prior to initiation of BetterBirth
This paper describes how an initial trial of BetterBirth, an intervention using the WHO Safe Childbirth Checklist, was modified and implemented in additional facilities in Uttar Pradesh, India, in order to collect stronger evidence of the program's impact on essential birth practices and maternal and neonatal health.
- Using Commercial Marketing Techniques to Introduce New Contraceptive Products in Zambia and Malawi
PSI platforms in Zambia, Malawi and India are now marketing three new products: a contraceptive gel, diaphragm and female condom. This case study describes how PSI is working to make these new methods accessible and attractive to women.
- Promoting Awareness Around Diabetes and Hypertension in India
Two posters that make part of a communications campaign in India, which aims to increase awareness of diabetes and hypertension among adults.
- Advertisement about Hypertension and Diabetes
This video shows a television commercial that encourages men and women in India to get tested for Diabetes and blood pressure.
- Project UDAY’s Communications Campaign: Increasing Awareness of Diabetes and Hypertension
Posters from India's Project UDAY campaign to increase awareness and access.
- Early HIV Diagnosis Critical to Child Survival
PSI India’s Project Connect, a five-year PMTCT program that ended in 2011, counseled and tested more than 42,400 women, enrolled 945 HIV-positive women in the program and delivered 836 babies, with a transmission rate of 2.9 percent.
- Why do you buy a toilet? Why do you sell a toilet? How to build a market for sanitation.
Ashish Karamchandani, Founder of Monitor Inclusive Markets at Monitor Deloitte, writes about the "Supporting Sustainable Sanitation Improvements” (3SI) project in Bihar, India.
- A market led, evidence based, approach to rural sanitation
White paper prepared by Monitor Inclusive Markets on behalf of the Bill & Melinda Gates Foundation as part of the “Supporting Sustainable Sanitation Improvements” (3SI) project in Bihar.
- A Market-Led, Evidence-Based Approach to Rural Sanitation
In 2012, with funding from the Bill and Melinda Gates Foundation, PSI launched a program in Bihar, India to generate both supply and demand for improved sanitation. This white paper was prepared by Monitor Inclusive Markets on behalf of the Gates Foundation.