Pigeon India celebrates the birth of the girl child

In a nation where the birth of a girl is not always seen as a reason for celebration, a unique project is successfully underway in Mumbai.

Initiated by BBH India, and partnered by Pigeon India, a manufacturer of premium baby and mother-care products, “The Girl Gift Basket” is a simple gesture that celebrates the birth of a baby girl and makes it an occasion of joy for the family.

The volunteers fill gift baskets with goodies like chocolates, stuffed toys, diapers, lotions, massage oils and diet plans for the newborn. These baskets are then taken to maternity wards of several municipal and private hospitals like Nanavati, Holy Family, Nair and Thane Civil and gifted to moms who have been blessed with daughters.

Talking about this innovative endeavor, Mr. Atsushi Kawaguchi, Managing Director – Pigeon India Private Limited, says they want to challenge the tradition of not celebrating the birth of a girl. “Our purpose is to remind people that this moment is a happy one, not only for the mother but the entire family, and for them to realize that they are indeed fortunate to have a daughter. Initially the families were a bit hesitant to join in the celebration, but eventually, seeing strangers congratulate and celebrate with them, they had a change of attitude. Receiving the best baby and mother care goodies as a gift comes as a surprise to the mother and the entire family.”

When asked about how people have reacted to the idea, Mr. Kawaguchi replied: “The response from the families as well as doctors, nurses and everyone involved has been extremely encouraging and heart-warming. It feels great to be part of something that helps spread a little joy.“