Reproductive Health Framework Project: Ujjwal

Project Ujjwal aims to reduce maternal deaths from unwanted pregnancies and fertility rates in Bihar and Odisha by increasing access to quality contraceptive products and Family Planning services, use of family planning methods, improve birth spacing practices, and prevent unsafe abortions. Our proficiency in social marketing and franchising has brought us as a member in this consortium project. The fundamentals of the project lies in establishing and strengthening network of Social Franchisee Clinics and Social Marketing Outlets that seamlessly provide family planning and reproductive health (FP/RH) products and services in both the states.

The two-year project, initiated in 2013, has been funded by the Department for International Development (DFID), UK, and is being implemented by HLFPPT along with the Futures Group, Public Health Foundation of India (PHFI), Johns Hopkins University Center for Communication Programs, and Oxford Policy Management (OPM). The project intends to increase choice of sites providing quality and affordable clinical FP/RH services to the underserved through innovative PPP models; build capacities of private providers on FP/RH services; increase access to FP/RH products, especially in rural and underserved areas; change mindset through community outreach; work with the government at state and district levels to create sustainable partnerships with private players.


  • Mobile app: Initiated for seamless validation and quick identification of SMOs through GPS mapping; 5000 SMOs identified through the app during FY 13-14.
  • Public Private Partnerships: HLFPPT has devised Fixed Day Services Model, whereby free health services are rendered to patients at Franchisee Clinics at least once a month
  • Role Model films: Project Ujjwal has initiated to make short films on young couples who have adopted early family planning from Ujjwal clinics and who can further inspire their community members to follow suit.
  • PERFORMANCE FY 2013-14:

  • 109% SF clinics established (299 instituted against 280 targeted for Project Period)
  • 107% SMOs set up in C&D villages (19,329 against 18,000 targeted for Project Period)
  • 3,58,014 CYPs achieved
  • 31,425 clients benefitted
  • 1,93,702 community members reached

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