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Nivi congratulates our partner MSD for Mothers for reaching 30 million women through its programs in 70 countries

Nivi heartily congratulates the MSD for Mothers team on its recent announcement that it has exceeded its goal of reaching 25 million women by 2025. MSD for Mothers’ programs have promoted safe, high-quality, and respectful maternal health care for over 30 million women in over 70 countries. By harnessing the power of public-private partnerships, they have strengthened health systems and mobilized solutions to address the diverse and unique needs of moms, babies, and families worldwide. Nivi is proud to have contributed to this significant milestone by serving women’s health through its various health journeys in Family Planning, Maternal Health, HPV & Cervical Cancer, and Early Childhood Development. 

Nivi’s journey in Maternal Health began in 2021 in Kaduna, Nigeria, where Pathfinder International deployed askNivi under the Saving Mothers Giving Life initiative. The initiative empowered mothers with health information, decision support, and facility referrals while collecting valuable provider feedback. In April 2023, the e-SAATHI initiative started using askNivi’s Maternal Health Journey in Assam, India, as a vital strategy to support women during pregnancy and 15 weeks postpartum. This initiative, led by a consortium of esteemed organizations, including Population Council Consulting, Sitaram Bhartia Institute of Science & Research, the Federation of Obstetric & Gynaecological Societies of India, and the Center of Northeast Studies & Policy Research, is dedicated to promoting women’s autonomy over their health-seeking behaviors and facilitating access to quality maternal health services. 

Latest Developments with the e-SAATHI initiative

The e-SAATHI initiative now operates across three districts, serving pregnant women and couples at 170+ public and private facilities, including the renowned Boat Clinics of Assam. The Maternal Health Journey, accessible to all pregnant women and couples, can be subscribed to via WhatsApp using a QR code at participating public and private facilities in Jorhat, Dibrugarh, and Kamrup. It can also be discovered through our digital media recruitment campaigns. Nivi’s digital media campaigns in Assam aim to find and onboard pregnant women, reaching over 7.2 million users and garnering more than 70 million impressions. Through these ongoing campaigns over online and offline acquisition channels, askNivi’s Maternal Health Journey aims to reach over 200,000 subscribers, providing them with gestationally-staged, weekly pregnancy tips, guidance, and reminders for the next facility consultation.

Nivi is dedicated to advancing our platform’s AI capabilities and introducing pregnancy risk-scorings. This innovative step will enable us to identify risk-prone mothers early in their pregnancy, create interventions to tackle that risk and improve health outcomes for high-risk patients. We are also expanding our content to include more on gestational diabetes, pregnancy-induced hypertension, and early childhood development (ECD). These additions will provide pregnant women and couples with more tools and information, empowering them to manage their and their child’s well-being in the early years of motherhood, a crucial stage in a woman’s health journey.

Reducing maternal mortality in Assam and India is a key development goal. At scale, askNivi’s Maternal Health Journey will generate evidence and insights around real-time trends in ANC and PNC, inspiring programs in policy advocacy, financing, and public-private partnerships to tackle the various avoidable causes of maternal mortality systematically. As we reflect on our work with MSD for Mothers, we are reminded of the profound impact of collaborative efforts on maternal and neonatal health. We are optimistic about the future and look forward to continuing our journey with MSD for Mothers, advancing our shared mission of improving maternal health outcomes worldwide.

About MSD for Mothers

MSD for Mothers is MSD’s $650 million global initiative to help create a world where no woman has to die while giving life. Applying MSD’s business and scientific resources, the initiative collaborates with partners to improve the health and well-being of women during pregnancy, childbirth, and the postpartum period. For more information, visit


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