Campaign for the Community: Khimji Dayabhai Co. Group Launches ‘Anaemia Free Mayurbhanj’
Campaign to cover all 26 blocks of Mayurbhanj through Mobile Van promotion and street play
Donation of 16000 anaemia testing strips along with 16 testing kits
By Our Correspondent
Baripada, April 13: Recognizing the urgent need to address the high burden of anaemia among women and children in Mayurbhanj, Khimji Dayabhai Co. Group (KDCG) launched the “Anaemia Free Mayurbhanj” Campaign at Sahid Smruti Bhavan, Baripada. The campaign has been initiated as a district-level public health intervention aimed at reducing anaemia through large-scale awareness, community mobilisation, nutrition education, and promotion of early screening and preventive practices.
Graced by Shri Dukhabandhu Nayak, Additional District Magistrate of Mayurbhanj as Chief Guest and Dr. Kishore Kumar Acharya, Chief District Medical Officer (CDMO) Mayurbhanj as Guest of Honour, the programme was attended by distinguished guests including Smt. Mamatamayee Biswal, District Child Protection Officer & Smt. Niharika Mohanty, District Social Welfare Officer of Mayurbhanj.
Speaking at the event, the Chief Guest, Shri Dukhabandhu Nayak, Additional District Magistrate of Mayurbhanj, said, “Mayurbhanj continues to face a significant challenge with anaemia, ranking among the most affected districts which reflects a concerning situation. Several initiatives are already in place, including the ICDS project and the distribution of iron tablets through the Women and Child Development Department at the block level. Anganwadi centres are actively functioning across villages with ANM and ASHA workers conducting anaemia testing and awareness activities which are showing high positive results. Combating Anaemia requires collective responsibility. It is not only the duty of parents but of the entire community to raise awareness and adopt preventive measures. I urge everyone to become aware of anaemia and actively spread awareness within their communities. Initiatives like these are surely first step towards spreading awareness. Now I am sure that improvement in Anaemia situation will be witnessed very soon if more such initiatives will be undertaken by several corporate houses to support the government programmes.”
Mr. Nishit Nanda, CEO of Khimji Dayabhai Co. Group highlighted the organisation’s commitment to community well-being. He stated, “Mayurbhanj has given us immense trust and support over the decades, and it is now our responsibility to give back. Anaemia has remained a persistent challenge, especially affecting women, adolescent girls, and children; the very foundation of our future. Through this campaign, we are not just supporting the district administration, but calling upon all stakeholders to come together in a unified effort to address this critical issue. This is not just a CSR initiative for us, but a long-term commitment towards building a healthier and stronger society.”
The event featured the official unveiling of the Anaemia Free Mayurbhanj campaign, followed by a series of engaging activities designed to raise awareness and encourage community participation. Street plays were also organized across all 26 blocks of Mayurbhanj, creatively communicating the causes, symptoms, and prevention of anaemia in an engaging and easily understandable manner. To further strengthen district-wide outreach, mobile vans were flagged off during the event. These vans will travel across all 26 blocks over a period of 10 days, driving anaemia awareness and promoting improved nutrition practices at the community level. An anaemia testing facility was set up at the venue, enabling participants and community members to undergo haemoglobin screening and receive guidance on preventive measures. Additionally, 16,000 anaemia testing strips were distributed by the Khimji Dayabhai Co. Group across the district in the presence of the Chief Guest.
Dr. Kishore Kumar Acharya, Chief District Medical Officer (CDMO) Mayurbhanj, said, “Khimji Dayabhai Co. Group has been a trusted name in Baripada, and I have known this brand for years; it is encouraging to see them step beyond business to support a vital cause like anemia awareness. Anemia remains a serious yet preventable issue in our district, especially among women and children, and despite free medicines and nutrition programs, challenges like lack of trust, misconceptions, poor hygiene, and early pregnancy continue to hold us back. With high maternal mortality largely linked to teenage pregnancies and severe anemia, it is important that we change mindsets and health practices. Together, through proper nutrition, regular supplementation, and awareness, we can build a healthier, anemia-free future for the next generation.”
A panel discussion on ‘Towards accelerated reduction of anaemia in Mayurbhanj: Challenges, Innovations, and the Road Ahead’ with distinguished guests including Smt. Elina Samal, Deputy Manager, Reproductive and Child Health (RCH) Odisha; Smt. Mamatamayee Biswal, District Child Protection Officer & Smt. Niharika Mohanty, District Social Welfare Officer explored key challenges and strategies for reducing anaemia in the district.
