India is rapidly urbanizing and it is projected that by 2030, approximately 40 percent of the country’s population will be living in urban areas. To address health needs among the urban poor, SHOPS Plus focuses on increasing the use of maternal, neonatal and child health, family planning, and tuberculosis treatment products and services by harnessing the potential of the private sector and catalyzing public-private engagement.

SHOPS Plus uses an integrated approach to increase the use of maternal, neonatal, child health, family planning, and tuberculosis treatment products and services among the urban poor populations in nine states in India. The project is implementing evidence-based interventions to change behaviors of beneficiaries and public sector health care providers using four approaches:

  • An integrated media platform for targeted messaging through diverse channels 
  • Workplace interventions to sustainably reach underserved youth populations 
  • Engagement with private corporations and the government to amplify campaign messages and sustain access to priority goods and services
  • Innovative technologies to improve the quality of service provision, such as through a chatbot and an e-pharmacy model

Highlights from program activities from December 2016 through September 2020:

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Patients provided with TB services or medicine through e-pharmacy model
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Employees reached through work place sessions
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118.9 million
Reached with child health or family planning messages

Program Components

Program Components

Improving diarrhea management practices

SHOPS Plus is implementing mass media, community events, and integrated diarrhea prevention and management campaigns to increase caregivers’ awareness of the benefits of using oral rehydration salts and zinc to properly manage cases of diarrhea.  
Program Components

Improving TB control and care

SHOPS Plus is conducting desk research and a formative study to inform the development of a social and behavior change communication strategy and campaign for and in coordination with the Central Tuberculosis Division, Ministry of Health and Family Welfare, government of India.  

Publications about India



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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