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Time of India

Ad spend on Beti Bachao Beti Padhao scheme 2% not 80%: Centre to Rajya Sabha

The Centre on Wednesday said about 2 per cent of the total expenditure marked for the Beti Bachao Beti Padhao (BBBP) scheme was used on ads over the past five years, denying the claim that the spend was 80 per cent. Responding to a question in the Rajya Sabha , Minister of State for Women and Child Development Savitri Thakur said, "No, sir," when asked whether almost 80 per cent of the scheme's funds were used on advertisements. Explore courses from Top Institutes in Please select course: Select a Course Category Data Science Digital Marketing others Design Thinking Data Analytics Finance Project Management Management Artificial Intelligence Degree CXO Leadership Healthcare Operations Management Others PGDM Public Policy MBA Product Management Data Science Cybersecurity Skills you'll gain: Duration: 30 Weeks IIM Kozhikode SEPO - IIMK-AI for Senior Executives India Starts on undefined Get Details Skills you'll gain: Duration: 10 Months IIM Kozhikode CERT-IIMK DABS India Starts on undefined Get Details Skills you'll gain: Duration: 10 Months E&ICT Academy, Indian Institute of Technology Guwahati CERT-IITG Prof Cert in DS & BA with GenAI India Starts on undefined Get Details Skills you'll gain: Duration: 11 Months IIT Madras CERT-IITM Advanced Cert Prog in AI and ML India Starts on undefined Get Details Thakur, in a written response, said a total of Rs 335.37 crore was spent under the BBBP scheme from financial year 2020-21 to 2024-25, of which only Rs 7.02 crore was earmarked for "media advocacy," which was approximately 2.09 per cent of the total expenditure. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Crossout: New Apocalyptic MMO Crossout Play Now Undo Launched in January 2015, the BBBP scheme aims to address the declining child sex ratio and promote girls' empowerment. The scheme works through awareness campaigns and multi-sectoral interventions at the district level, targeting shifts in social mindset and behaviour toward the girl child . Live Events The financial breakdown presented by the government shows that the entire sum of Rs 7.02 crore spent on media and advocacy was used in 2020-21, with no expenditure under that head in the subsequent years. The highest spending under the scheme was recorded in 2022-23, at Rs 95.96 crore, followed by Rs 88.63 crore in 2023-24. The clarification comes in response to mounting questions around fund utilisation under the scheme, especially in light of past criticisms about heavy spending on publicity with limited on-ground outcomes.