Baseline Assessment for the Sustaining Health Outcomes through the Private Sector (SHOPS Plus) initiative in India


The objectives of the baseline assessment undertaken by Development Solutions were to:

  • Develop a baseline benchmark for key knowledge, belief, attitudinal and behavioral indicators amongst the urban poor related to family planning, sexual and reproductive health (SRH), child health and tuberculosis (TB)
  • Understand media habits of target populations to inform SBCC strategies for all four thematic modules through the SHOPS Plus mass media, digital and community-based interventions

Approach and methodology

A quantitative methodology was used for data collection across 4 thematic modules – family planning, SRH, child health and TB. Details of the methodology are as follows:

  • Male and female respondents in the age group of 18-59 were interviewed with different recruitment criteria for the FP, SRH and child health modules across 6 urban locations – Delhi, Uttarakhand, Odisha, Jharkhand, Chhattisgarh, and Assam.
  • Interactions with unmarried young persons (18-24 years) on SRH themes was conducted with a purposive sample of unmarried male and female respondents in the age group of 18-24 years from colleges and workplaces in Delhi, Ranchi and Raipur.
  • Household listing of over 1,11,000 respondents was done to determine an eligible sample for the FP, child health and TB modules. A sample of over 8500 respondents across locations was covered for all four modules.
  • Data was collected electronically through CAPI for all modules. Self-administered CAPI tools were used for the SRH module to ensure respondent comfort and privacy.
  • Data analysis was done using STATA for determining prevalence of key indicators and inter-relations were determined through cross-tabulations and bi-variate analysis


The results were used to:

  • develop baseline benchmarks for key indicators across FP, SRH, child health and TB modules,
  • develop consumer archetypes for driving modern contraceptive use in target markets,
  • identify nudges for behaviour change through SBCC interventions and
  • inform the national and private sector strategy of SHOPS PLUS health markets in India.

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