94% moms willing to share baby items with poor
Sharing their baby’s old and unused items with the less-privileged is on top of today’s urban new mothers’ minds, a recently concluded multi-city survey has claimed.
According to the survey conducted by market research agency Ipsos in six cities — Mumbai, New Delhi, Bengaluru, Hyderabad, Kolkata and Lucknow — mothers make conscious efforts to help other mothers and create a difference in the lives of children in need.
The survey has learnt that 94 per cent of new mothers would like to share their baby’s old items with those who really need it, and close to 40 per cent actually go ahead and do so.
The survey attempts to understand how mothers across generations share advice, emotional support as well as material objects to enrich a new mother’s experience of parenthood. It also explores how sharing is increasingly extending beyond mothers in the immediate circles of relatives and friends.
Madhurima Bhatia, in-charge media engagement at Ipsos said, “The survey is urban-centric because that’s where the greater purchasing power lies. Mothers buy or acquire so many things for their infants, which become redundant after a certain age. So, we tried to gauge if mothers are willing to pass on things like prams and toys to an underprivileged mother.”
The survey found that around 73 per cent of Mumbai’s mothers give these to friends or relatives. Despite the overwhelming willingness to share, new mothers end up actually doing so less than they would like to.
The foremost roadblock for this is the lack of adequate opportunities and platforms to share with the underprivileged. This view is expressed by 35 per cent of the new mothers across India.
Anshu Gupta, Founder of Goonj, an NGO, which channelises the unused material lying idle in urban homes to the far-flung villages, said, “It shows that a lot of new mothers have a keen desire to share. However, most of the times they either don’t know of a credible channel to give their babies old items or are
not aware of the value these things have for their underprivileged counterparts.”
Post new comment