Four-Month Special Intensive Campaign Launched Under Mission JEEVNI to Reduce Maternal Mortality in Ludhiana

Ludhiana, August 11, 2026: A Four-Month Special Intensive Campaign under Mission JEEVNI was launched today with the objective of further strengthening efforts to reduce the Maternal Mortality Rate (MMR) in District Ludhiana and, ultimately, ensuring zero preventable maternal deaths.
Deputy Commissioner Himanshu Jain, Additional Deputy Commissioner (Rural Development) Narinder Singh, Civil Surgeon Dr. Harinder Sood, Deputy Medical Commissioner Dr. Varun Saggar, DFPO Dr. Amanpreet, representatives of DMCH, CMC, Deep Hospital and other private hospitals and nursing homes of Ludhiana, along with a large number of MPHWs and ASHA workers, were present on the occasion.
Addressing the gathering, the Deputy Commissioner emphasised that the underlying objective of Mission JEEVNI is to save precious lives of mothers. He called upon all stakeholders—government and private healthcare institutions, medical professionals, field health workers and referral facilities—to work in close coordination and ensure that no preventable maternal death occurs due to delay, lack of referral, inadequate preparedness or shortage of essential resources.
The Deputy Commissioner made a special appeal to private hospitals and healthcare facilities to ensure the following:
1. High-Risk Pregnancies (HRPs) should not be managed at facilities that are not adequately equipped to handle the associated complications. Such cases should be referred to an appropriate higher-level facility without delay.
2. Private hospitals were requested to provide free treatment to at least one needy patient, as a contribution towards saving precious maternal lives and strengthening the collective resolve under Mission JEEVNI.
3. Pregnant women should be attended to immediately upon reaching the hospital, with timely assessment, stabilisation and appropriate management to avoid critical delays.
4. Adequate blood and blood-component availability for High-Risk Patients must be ensured, particularly in cases where timely transfusion may be critical to preventing maternal fatalities.
5. Healthcare providers should not hesitate to flag and refer High-Risk Pregnancies to specialised facilities wherever the required expertise, infrastructure or resources are not available at the treating facility.
The Deputy Commissioner further urged all stakeholders to remain vigilant against any malpractices or inappropriate practices in private medical facilities that may compromise the safety of pregnant women. Any such instances may be flagged to the District Administration so that the matter can be examined and appropriate action taken as per rules.
Four Key Verticals of Mission JEEVNI
During the launch, the four key operational verticals of Mission JEEVNI were highlighted:
1. Awareness & Sensitisation
Strengthening awareness among pregnant women, families, ASHA workers, healthcare providers and the wider community regarding danger signs, High-Risk Pregnancies, timely care and appropriate referral.
2. High-Risk Pregnancy (HRP) Tracking
Ensuring systematic identification, tracking and follow-up of High-Risk Pregnancies so that no vulnerable mother is lost from the continuum of care.
3. High-Risk Delivery & Ambulance Facility Management
Strengthening preparedness for high-risk deliveries, ensuring timely referral and improving coordination and availability of ambulance services to minimise delays in reaching appropriate healthcare facilities.
4. Blood Bank Management
Ensuring timely availability of blood and blood components for pregnant women, particularly those at high risk of haemorrhage and other complications.
The campaign will focus on intensified coordination among the District Administration, Health Department, government and private healthcare facilities, field health workers, blood banks and referral facilities over the next four months.
The Deputy Commissioner reiterated that every minute matters in a maternal emergency and called upon all stakeholders to work together with a shared commitment towards the goal of zero preventable maternal deaths in District Ludhiana.
“The ultimate objective of Mission JEEVNI is simple—save lives. Every mother who reaches a healthcare facility must receive timely, appropriate and safe care.”