embedded in the National Policy for Children, 2013. The Action Plan has four key priority areas:
survival, health and nutrition; education and development; protection; and participation. The
NPAC seeks to ensure convergence of ongoing programmes and initiation of new programmes
so as to focus on objectives through well-defined strategies and activities to achieve desired level
of outcome for children.
Direct Benefit Transfer
Government of India adopted Direct Benefit Transfer (DBT) using Aadhaar as the identifier
of beneficiaries for delivery of services, benefits or subsidies of various central sector and
centrally sponsored schemes to individuals as well as groups where money is spent from the
Consolidated Fund of India. In pursuance of directions of the government for implementation of
DBT in its schemes, MWCD has identified 15 schemes/components for its implementation.
For transfer of maternity benefits under Pradhan Mantri Matru Vandana Yojana, the
Ministry has launched https://pmmvy-cas.nic.in/ portal for direct transfer of incentives in the
account of the beneficiary. This portal is also local government director code (LGD) embedded
and hence records the location.
Engagement on Social Media
The Ministry is active on social media platforms of Facebook, Twitter and YouTube with
followers numbering in lakhs. Social media is being used as a medium to spread awareness
among the general public on issues concerning women and children, aiding positive attitude and
behaviour change. This medium is also being leveraged to disseminate information on the
various schemes and programmes of the government so as to increase citizen engagement. In line
with the agenda of the government to use the power and reach of social media to reach out to
citizens, the Ministry has started# HelpMeWCD where women and children can send in their
grievances. The Ministry is also running a grievance redressal cell which registers and responds
to direct complaints via email from women and children across the country.