The full form of MAA program is "Mothers Absolute Affection". It is a nationwide program launched by the Ministry of Health and Family Welfare in India to promote breastfeeding and improve infant and young child feeding practices. The program aims to bring undiluted focus on the promotion of breastfeeding, in addition to ongoing efforts through the health systems. The name "MAA" signifies the support a lactating mother requires from family members and at health facilities to breastfeed. The program provides operational guidelines and maternal health benefit schemes that are 100% sponsored by the government to maintain the health of the mother.