Lucknow: Strengthening its commitment to addressing childhood malnutrition, Amway India, a leading company supporting health and wellbeing, has successfully concluded Phase II and launched Phase III of its flagship ‘Power of 5’ community-based nutrition education program in
The programme, in partnership with ChildFund India, has concluded a 12-month Phase II initiative that benefitted more than 84,000 individuals, delivering significantly stronger outcomes across key malnutrition indicators and building on the groundwork established in Phase 1. With Phase III, the programme enters its most ambitious chapter yet, integrating digital tools into frontline nutrition education and community health awareness efforts to drive sustained nutrition awareness and long-term behavioral change at the grassroots level.
Talking about the programme, Rajneesh Chopra, Managing Director, Amway India, said, “At Amway India, we believe good nutrition is fundamental to building a healthier future for our children. Aligned with our vision of helping people live better lives, the Power of 5 programme reflects our impact-driven approach to. The results from Phase II in Lucknow show what sustained, addressing childhood malnutrition at the grassroots level community-based interventions can achieve: more than half of underweight and stunted children have moved into the normal category, alongside meaningful behavioral shifts in hygiene and nutrition practices at the household level. Launched in 2024, the programme has so far benefitted over 1,50,000 people, including 14,000+ children in Lucknow”.
Speaking of Phase III of the programme, he added, ” The strong progress of the project in Lucknow across previous phases and with 8.4 lakh beneficiaries nationwide reaffirms the impact of sustained, community-led interventions. With Phase III, we are taking this further by integrating technology, where our audiovisual content will deepen knowledge on nutrition, hygiene and infant feeding among mothers and caregivers; strengthen the capacity of community mobilizers; and instill healthier eating habits in school-going children. We remain committed to scaling this approach and driving meaningful, long-term change across communities.”
Dr. Shrabanti Sen, Director – Program and Impact, ChildFund India said, “ChildFund India believes every child deserves to be healthy, nourished, and thriving. Our current project, with support from Amway, leverages digital technology at its core to ensure equitable access to quality health services while strengthening Anganwadi Centre’s delivery service. The project focuses on enhancing early childhood care, nutrition, and health awareness across urban and rural settings. These centers are empowering frontline workers with digital tools to deliver timely health, nutrition, and early learning support. As we move forward, we remain committed to reaching every child and mother with the care they deserve”.
The Phase II Lucknow Po5 program combined nutrition education with hygiene awareness and behaviour change interventions. Through a data-driven approach, Amway India and ChildFund India closely monitored 1,800 malnourished children across three categories of malnourishment — underweight, stunting and wasting— tracking measurable outcomes from baseline to endline. In parallel, the initiative drove significant behavioural changes at the household and community levels, with marked improvement in handwashing practices — before and after eating meals improving, after defecation and after outdoor play, Food intake among children (three times a day) also improved from 41% to 60%, signalling a positive shift in dietary behaviour within families.
