The program in Phase III will focus on digital enablement and grassroots behaviour change.
Lucknow, 04-July-2026: 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 Lucknow. 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.
| Key Highlights – Phase II, Power of 5 project, Lucknow Based on programme evaluation study conducted by ChildFund India | |
| End-Line Survey Sample size: 1800 children | |
| Overall % shift of malnourished children to normal category observed Underweight Stunting Wasting | 52% 51% 14% |
| Overall decrease in Average Hazard Ranking Score^^ of malnourished children reported ^^ Total Hazard Ranking Score is calculated as average score of Underweight, Stunting and Wastage | (From 4.16 to 1.38) 67% |
| Endline Surveys Sample Size: 250 children/ parents – On Behavioural Changes and Awareness of ICDS services | |
| Improvement in Handwashing practice among children Before and after eating meals After Defecation After Outdoor Play | from 19% to 69% from 33% to 84%from 12% to 54% |
Endline study by partner NGO, ChildFund India, measured Power of 5 nutrition education program impact.
Building on these outcomes, Phase III will adopt a multi-pronged approach to ensure long-term impact. This initiative aims to equip 10 Anganwadi Centers and 4 government schools, benefiting 15,000 mothers and caregivers including over 1600 children, with the goal of enhancing learning and driving behaviour changes through technology. These Anganwadi Centers and schools will serve as model hubs, designated as ‘Digital Nutrition Hubs’, demonstrating how existing digital tools such as Poshan Tracker and Integrated Child Development Services (ICDS) e-learning modules can be effectively leveraged for nutrition awareness, child growth monitoring, and improved data management.
Launched in 2018, Amway India’s Power of 5 initiative has impacted over 8.40 Lakh+ individuals, including 1.41 lakh+ children, across cities such as Delhi, Sohna, Nuh, Mumbai, Chennai, Kolkata, and Lucknow. The launch of Phase III, funded by Amway Global, in Lucknow underscores the strength of continued cross-sector collaboration in driving meaningful, long-term change. With a focus on measurable outcomes and long-term change, Amway India continues to advance its vision of helping people live better lives.
About Amway India’s CSR initiatives
Amway India’s CSR initiatives are based on the belief that social responsibility is much more than the incurrence of a cost or a resource or a charitable/ philanthropic act of social benefit. It is an opportunity to bring in social innovation and change. When it comes to commitment to corporate citizenship, Amway India makes a serious and concentrated effort to reach out and help people live better lives.
- Amway’s social initiatives have benefitted over 1.9 million people across its 28 years of operations in India.
- Amway India’s nutrition programme, “Power of 5,” addresses childhood malnutrition through nutrition education and community engagement. The program has so far benefitted over 8,40,000 people, including 1,41,000+ children.
- Amway India’s Livelihood Skills programme promotes self-employment and entrepreneurship among underprivileged women, benefitting over 4,500 girls and women across UP, Bihar, Delhi, Himachal Pradesh, West Bengal and Tamil Nadu.
- Amway India has set up 4 telemedicine centers in Dindigul district, eliminating distance barriers and improving healthcare access for remote rural communities. The centers aim to provide free medical services to over 35,000 patients annually.
- Amway India’s social welfare work has earned several accolades, including the FICCI CSR Award, Golden Peacock CSR Award, Aaj Tak Care Award and an ESG Award for its contribution to nutrition education and the fight against childhood malnutrition. It has also won the CSR Times Award four years running since 2018, recognizing its work in malnutrition eradication, water and soil conservation, welfare of differently abled individuals, empowerment of underprivileged women, and improving nutritional outcomes for children under 6.
