ICT Solution for JANMA Clean Birth Kit

Competition Finalist

This entry has been selected as a finalist in the
She Will Innovate: Technology Solutions Enriching the Lives of Girls competition.


This innovation also has a Project Page where you can read more about its latest progress.
Go to Project: JANMA: Clean Birth Kit- A Product of AYZH. .

AYZH is a for-profit social venture providing health & livelihood solutions to women worldwide. We develop low-cost, appropriate technology designed to meet the unique needs of underprivileged women.

About You

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About You

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About Your Organization

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Organization Country

India, TN, Chennai

Country where this project is creating social impact

India, TN, Chennai

Age of Innovator


Gender of Innovator


Is your organization a


How long has your organization been operating?

1‐5 years

Has the organization received awards or honors? Please tell us about them

AYZH Founder, Zubaida Bai, was selected as a TED India fellow (2009), Ashoka Maternal Health fellow (2010-2011), and most recently an Echoing Green fellow (2012). In 2011, Zubaida’s design of the flagship AYZH product JANMA the clean birth kit being chosen one of the 61 products globally designed to improve life by INDEX Awards.

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Name Your Entry

ICT Solution for JANMA Clean Birth Kit

Select the stage that best applies to your solution

Idea (you're poised to launch)

How long have you been in operation?

Operating for 1‐5 years

Which of the following best describes the barrier(s) your innovation addresses? Choose up to two


The Need: What problem are you trying to solve?

In India, 80% of healthcare facilities are in urban areas, while 72% of the population lives in rural regions, grossly limiting women’s access to basic maternal healthcare. The JANMA Clean Birth Kit provides healthcare workers in low-resource settings with all the components recommended by the World Health Organization for a safe birth. However, despite JANMA’s success in terms of product sales, low-resource healthcare providers (LHPs) are not being adequately trained on the importance of clean birth, or proper use of JANMA. Due to bureaucracy in Indian health facilities, training opportunities are offered to upper-level medical staff, not the LHPs actually using the birth kit. The large scale social impact AYZH is capable of achieving is compromised by this critical “training gap.”

The Solution: What is your solution? Be specific!

AYZH aims to improve quality of care at birth by developing a Mobile Phone Training (MPT) program, delivered to LHPs in India via a simple, widely accessible, cost-effective, user-friendly mobile phone platform. Utilizing automated voice messages to promote Healthy Birth Guidelines recommended by the World Health Organization (WHO), AYZH aims to increase access to critical knowledge and life-saving tools, which LHPs need to provide underprivileged women a clean, infection-free delivery during the vulnerable time of childbirth.

AYZH will launch the MPT pilot project in ten states in India where JANMA is currently sold, partnering with an automated voice messaging technology provider to disseminate the training, and engaging diverse stakeholders to create training content that is culturally appropriate and translated into local languages, as well as develop a rigorous plan for monitoring and evaluation.

The Model: Walk us through a specific example of how your solution makes a difference; include your primary activities

Imagine a healthcare provider in rural India delivering a baby into the world: the delivery room is dusty and dirty; tools are rusty and bloody from the last birth; and there is no way to sanitize hands or instruments. There is a supply of JANMA clean birth kits stacked on a shelf, but they go unused because rural healthcare providers were never trained on how the kits could save the life of mother and baby.

Following a strategy recommended by global health experts to reduce maternal and neonatal mortality, the Indian government is promoting institutionalized birth. However, medical facilities do not have the capacity to handle the increased volume of births. As a result, unsanitary conditions persist due to insufficient staff and training opportunities, leading to increased rates of infection, one of the leading causes of death for mothers and newborns. Clean birth kits are globally recognized as an effective solution. According to the World Health Organization, when birth attendants are educated about birth kits and how to use them, it has a significant effect on reducing death rates.

Now, step into the shoes of the under-trained rural healthcare provider described above. Imagine you just received a voicemail message that explained the importance of “clean hands” while delivering a baby, which then told you where to find hand sanitizer in the JANMA kit. You are now empowered with one of six critical steps to better perform your important job. Next week, you’ll receive another message about the importance of a clean delivery surface… and, so your training begins.

The Marketplace: Who are your peers and competitors? Identify others also working to address the needs you are and what differentiates you from them. What challenges could these players pose to your success or growth?

AYZH is currently unaware of any peers or competitors in India working to provide training on the use of Clean Birth Kits via mobile phone messaging techniques. The MPT pilot project is innovative in that it is a service extension of an existing AYZH product, rather than a new product for an untested market. The ability for AYZH to scale the MPT utilizing its established customer base is a key differentiation from potentially similar projects.

AYZH anticipates indirect competition to include institutions that might provide potential AYZH customers with similar products for free or at very subsidized prices to women. AYZH differentiates on a sustainable business model, strategic partnerships, and a higher quality product that women are willing to pay for.

Social Impact

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What solution(s) does your initiative address to better the lives of girls and women by leveraging technology? (select all applicable)

Access to education/training, Access to health care.

What has been the impact of your solution to date?

AYZH improves the standard of living of its target beneficiaries by improving health; increasing income and productivity; preventing infection-related maternal and infant mortality; increasing access to information, education and training; increasing female empowerment; and generating employment.

To date, with minimal marketing efforts, AYZH has sold 12,000 units in ten states in India, Haiti, and four countries in Africa, improving the lives of approximately 50,000 people (women and their family members). AYZH is currently filling orders for 50,000 more units this year, and has secured grant funding to commercialize its second product.

Utilizing a sales team passionate about women’s health issues, AYZH expects a positive projected income of $440,239 in 2014, through the sale of over a million products, ensuring financial sustainability. AYZH is a triple-bottom-line company focused on improving social, environmental, and financial indicators for impoverished women.

What is your projected impact over the next 1-3 years?

(1) AYZH customers (primarily hospitals) benefit from a cost-effective training solution that reaches staff working in remote, difficult to reach areas. (2) LHPs benefit from expanded access to information/knowledge of clean birth practices, and increased acquisition of basic skills to perform critical job functions. (3) Underprivileged women benefit from enhanced quality of care at the time of childbirth and reduced risk of contracting infection.

AYZH defines success in terms of Quality, a measure of how well JANMA/MPT training matches the needs of its users through: clinical outcomes, accessibility, user experience, and value for cost. AYZH expects to reduce infection-related deaths and improve the health and livelihood of 18 million women, newborns, and their family members by 2015.

What barriers might hinder the success of your project? How do you plan to overcome them?

AYZH may have initial trouble securing a list of phone numbers of rural healthcare providers, but will utilize the expertise of its extensive professional and medical networks to overcome this challenge.

To ensure continuity of the project post-pilot phase, AYZH is exploring a few innovative project-specific strategies for financial sustainability, and is currently researching policies and procedures that may pose roadblocks to launching the MPT project on a larger scale.

Winning entries present a strong plan for how they will achieve and track growth. Identify your six-month milestone for growing your impact

Disseminate Mobile Phone Training (MPT) to 200 low-resource healthcare providers from 40 different health centers in India.

Identify three major tasks you will have to complete to reach your six-month milestone

Task 1

Identify and select MPT pilot project participants, and obtain phone numbers for the LHPs receiving the training

Task 2

Develop/translate training messages (8 total): WHO's “Six Cleans” (6); Importance of breastfeeding (1); Family planning (1)

Task 3

Work with RTBI advisor to identify technology provider with greatest market penetration and corporate social responsibility

Now think bigger! Identify your 12-month impact milestone

Monitor and Evaluate the 6-month pilot project for its social impact and scaling potential

Identify three major tasks you will have to complete to reach your 12-month milestone

Task 1

Work with university partners to design a rigorous monitoring and evaluation plan in the first month of the project

Task 2

Conduct surveys/interview to assess effectiveness of pilot project by soliciting feedback from participants at 3 and 6 months

Task 3

Develop scaling methodology – a replicable model for delivering health products and training to developing world markets

Founding Story: We want to hear about your "Aha!" moment. Share the story of where and when the founder(s) saw this solution's potential to change the world.

Helping underprivileged women worldwide has been a dream of founder Zubaida Bai since she was a young girl; she continually has “Aha!” moments for improving women’s standard of living. The MPT solution for the JANMA Clean Birth Kit came to Zubaida after an assessment of JANMA’s “on the ground” success. The study found that while sales of JANMA were high, LHPs understanding of how to use JANMA effectively was low. LHPs did not know how to use even the most basic JANMA tools. For example, LHPs were wrapping babies in the underpad designed to go under the woman during birth to absorb blood.

To address this, AYZH offered a product training that attracted medical professionals from 25 health centers; however, attendees were upper-level hospital staff, not the health care workers providing direct care to women in remote areas. This was the moment Zubaida realized she needed to train LHPs more directly, making the information and knowledge LHPs need to save lives more accessible.


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Tell us about your partnerships

The MPT pilot project leverages the unique expertise and resources of AYZH’s key design/distribution partners. AYZH has been invited to the Rural Technology Business Incubator at the Indian Institute of Technology, where advisors have extensive experience developing ICT solutions. AYZH is in talks with PATH to collaborate on creating culturally appropriate content for training messages. AYZH's impressive network of university partners include Harvard's Maternal Health Task Force, John Hopkins, and MIT's Design Lab, which provide invaluable R&D and monitoring and evaluation services.

Please elaborate on any needs or offers you have mentioned above and/or suggest categories of support that aren't specified within the list

AYZH is always actively seeking investment and pro-bono services (currently financial/accounting help). AYZH has a robust and diverse network of partners combined with extensive experience in the maternal health space; we are more than willing to share information and collaborate with the goal of building an influential platform for advocating for women’s’ health on global level.

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128 weeks ago ICT Solution for JANMA Clean Birth Kit has been chosen as a finalist in She Will Innovate: Technology Solutions Enriching the Lives of Girls.
137 weeks ago Zubaida Bai updated this Competition Entry.
140 weeks ago Zubaida Bai updated this Competition Entry.
140 weeks ago Zubaida Bai updated this Competition Entry.
140 weeks ago Zubaida Bai submitted this idea.