Chhaa Jaa

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Go Forth and Shine

Chhaa Jaa is a digital-first youth brand that inspires, informs and equips girls in India with the right skills and confidence to navigate adolescence - from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, to preparing to find a first job.

Meaning ‘go forth and shine’ in Hindi, Chhaa Jaa comes to life through digital media content, with relatable storylines developed alongside girls that link them to the services and resources they need. Harnessing the power of Girl Effect's TEGA networks in India, real-time feedback from girls and their communities will shape the content. 



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Creating a generation of girls able to write their own story

Reflecting the seismic shift in India’s digital media landscape, Chhaa Jaa comes to life online and on social platforms to meet girls where they are already looking for information or increasingly will be. With authentic storylines and characters that reflect girls’ daily choices and constraints, Chhaa Jaa is designed to build up a girls' sense of self, her identity and her ability to ask questions.

Chhaa Jaa’s vision is to create a generation of girls in India that are able to write their own story, to find meaningful work and fulfil their potential beyond expectations around marriage and motherhood. Innovative behaviour change science underpins the content, designed to connect girls to the information and services they need to take action to improve their reproductive health and employment readiness. 

What we make

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Digital content


Providing access to entertaining and informative content via social platforms, co-designed with girls 

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Moderated online community

A moderated peer-peer online community where girls can explore the themes in Chhaa Jaa’s content and support each other


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Branded chatbot

Coming soon...a chatbot using artificial intelligence to provide information privately and anonymously, signposting girls to services 

Girls' agency

54% of married girls aged 15-19

have no say in decisions affecting their health

(NFHS, 2015-16)

Mobile access

26% increase 

between 2014 and 2017 in mobile internet affordability in India

(GSMA, 2019)

Women at work

10% increase 

in female employment could add $700bn to GDP by 2025

(McKinsey & Company, 2015)

Chhaa Jaa Partnerships

Vodafone Foundation

Vodafone Foundation

Empowering girls through mobile with the information they need to transform their lives

Learn more about Vodafone Foundation
CIFF: Children's Investment Fund Foundation

CIFF: Children's Investment Fund Foundation

Inspiring girls in India to take control of their health and futures through digital content

Learn more about CIFF: Children's Investment Fund Foundation
Restless Development

Restless Development

Implementing, supporting and strengthening TEGA networks in India

Learn more about Restless Development
Times Bridge

Times Bridge

Coming together to empower young girls in India

Learn more about Times Bridge
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Would you like to work in partnership with Girl Effect in India?

Contact our team