Industry & Economy
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Health
Oral Rehydration Salts campaign to expand reach in northern States
Our Bureau
New Delhi
,
May 12
WITH summer in full swing, once again the World Health Organisation's (WHO) Oral Rehydration Salts (ORS) campaign for the northern States has been regenerated.
With the use of television and print media, it especially targets mothers to teach them the correct usage of ORS as studies have shown that mothers often mix the ORS solution incorrectly.
The WHO-ORS marketing campaign for its approved formulations, in fact, plans to expand its reach this year and is focussing on urban areas of the States of Uttar Pradesh, Uttaranchal, Bihar, Jharkhand, Rajasthan, Madhya Pradesh, Chhattisgarh and Delhi.
The eight States have a high mortality rate and 42 per cent of the country's population.
The campaign over the last two diarrhea seasons - April 2002 to September 2003 - has helped to grow the total ORS market and the WHO-ORS product segment in particular. As per an ORG independent study between March 2002 and September 2003, the total ORS market grew by 28 per cent and the products in the WHO-ORS segment by 63 per cent.
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