Bhubaneswar, Oct. 25: Health minister Pradip Kumar Amat today launched a statewide breastfeeding programme titled - MAA (Mothers Absolute Affection) to promote breastfeeding.

The programme seeks to improve family and community awareness about the importance of early and exclusive breastfeeding; strengthen counselling of new mothers through health workers and provide support to them in public health facilities on how to breastfeed babies in the right way.

Speaking at the launch ceremony, Amat said: " Since there is a huge benefit in breastfeeding, it is our the responsibility to take up this programme, which will eventually reduce child mortality. It is a necessity in these days to collectively encourage and support breastfeeding. Breastfeeding is being given high importance in our health department and various programmes are being undertaken to promote it."

Around 46 per cent of the tribal children under the age of five have stunted growth in Odisha. This is attributed to poor nutrition. The problem is more prevalent in Malakangiri, Balangir, Nabarangpur and Koraput districts, where 50.2 per cent to 57.7 per cent children have stunted growth.

Speaking on breastfeeding in Odisha, the chief of the United Nations Children's Fund (Unicef) Odisha Yumi Bae said: "Optimal infant and young child feeding practices are the easiest and most cost-effective way to prevent under nutrition among children. Breastfeeding not only provides nutrition, but also a close bonding with mothers, which is critical to their well-being. The MAA programme aims to strengthen this powerful intervention and ensure the best start in life for all children. Unicef is pleased to support this commitment of the state government and the rolling out of this important programme."

The secretary of the department of women and child development, Vishal Dev, said: "There is an immediate need for multi-layered approach in collaboration with departments such as health, women and child development, panchayati raj and rural development to help reduce infant and maternal deaths in the state. "

"In Odisha, the initiation of breastfeeding within one hour of birth has improved from 55 per cent in 2005-06 to 73 per cent in 2013-14 and exclusive breastfeeding in the first six months grew from 51 per cent in 2005-06 to 69 per cent in 2013-14," said a state government official.