In many areas across India, women do not live or work near health professionals or facilities that can address questions or concerns about their pregnancies. This results in a high mortality rate. Johnson & Johnson, an OPPI member company, provides 70,000 under-served patients. Their Mobile Health for Mothers programme provides free text messaging on prenatal care, appointment reminders, and calls from health coaches. It is an interactive two-way communication strategy to deliver primary care, promote good health and direct people to emergency care services. Through J&J India’s CINIASHA programme, the company reached out to 30,000 urban slum-dwellers who are under-served by government health programmes.