biostudies-literatureLeFevre AEBill and Melinda Gates Foundatione009553https://www.ebi.ac.uk/biostudies/studies/S-EPMC10175950biostudies-literatureUnknown6(Suppl 5)<h4>Introduction</h4>Kilkari is the largest maternal messaging programme of its kind globally. Between its initiation in 2012 in Bihar and its transition to the government in 2019, Kilkari was scaled to 13 states across India and reached over 10 million new and expectant mothers and their families. This study aims to determine the cost-effectiveness of exposure to Kilkari as compared with no exposure across 13 states in India.<h4>Methods</h4>The study was conducted from a programme perspective using an analytic time horizon aligned with national scale-up efforts from December 2014 to April 2019. Economic costs were derived from the financial records of implementing partners. Data on incremental changes in the practice of reproductive maternal newborn and child health (RMNCH) outcomes were BMJ global healthCost-effectiveness of a direct to beneficiary mobile communication programme in improving reproductive and child health outcomes in India.PMC10175950OPP1179252Ummer ODutt PMendiratta JMiller MShah NLeFevre AEMohan DChakraborty AJo YChamberlain SScott KGodfrey AfalseCost-effectiveness of a direct to beneficiary mobile communication programme in improving reproductive and child health outcomes in India.<h4>Introduction</h4>Kilkari is the largest maternal messaging programme of its kind globally. Between its initiation in 2012 in Bihar and its transition to the government in 2019, Kilkari was scaled to 13 states across India and reached over 10 million new and expectant mothers and their families. This study aims to determine the cost-effectiveness of exposure to Kilkari as compared with no exposure across 13 states in India.<h4>Methods</h4>The study was conducted from a programme perspective using an analytic time horizon aligned with national scale-up efforts from December 2014 to April 2019. Economic costs were derived from the financial records of implementing partners. Data on incremental changes in the practice of reproductive maternal newborn and child health (RMNCH) outcomes were 2023-01-01T00:00:00Z2023 Mar2026-06-14T07:48:40.513Z2025-04-04T11:50:33.448ZS-EPMC101759503695874010.1136/bmjgh-2022-009553