Mumbai, November 24, 2025: As part of its good & green vision, Godrej Consumer Products Ltd (GCPL), India’s leading FMCG company, has been driving its flagship CSR program EMBED (Elimination of Mosquito-Borne Endemic Diseases) since 2015, in partnership with The Madhya Pradesh Government and Family Health India (FHI). The EMBED Program has emerged as a powerful example and a ready model of how public-private partnerships can save lives, protect livelihood and accelerate India’s mission toward a malaria-free nation by 2030.
As the program completes a decade of positive impact in 2025, GCPL has released a powerful digital film that showcases the purpose-driven culture of the company and the program’s transformative impact over the decade on ground. Since 2015, EMBED has helped reduce malaria cases in Madhya Pradesh by 97%, moving the state from a high- to a low-transmission zone for the first time. Over 3,000 villages and slums are now malaria-free, bringing India closer to its goal of eliminating malaria by 2030.
The digital film captures a deeply emotional transformation story from Jaitpuri village in Madhya Pradesh, which was once a community, where children counted mosquitoes more often than stars. Recurring fevers in children and adults, financial strain, and repeated malaria episodes defined everyday life. Through powerful first-person narratives, it depicts how EMBED health workers, ASHA workers, and medical experts reached the remotest corners to teach families preventive practices like using bed nets, clearing stagnant water, completing full treatment cycles, and recognising symptoms early. The film follows real villagers as they gradually reclaim their future: children attending school consistently, families saving money once lost to illness, and young adults stepping up as dedicated malaria volunteers. The film showcases how awareness, timely intervention, and collective responsibility can transform a community’s struggle into a story of resilience and lasting hope.
Reflecting on this journey, Sudhir Sitapati, MD & CEO, Godrej Consumer Products Ltd (GCPL), said, “Reducing malaria by 97% means every second child in Madhya Pradesh, once at risk, is now safe, thanks to the state government’s program. Over the past 10 years, our CSR efforts have brought visible change, and I congratulate the entire ecosystem from ASHA works, healthcare to local volunteers who made this possible.”
Commenting on the impact of the EMBED program, Hon’ble Deputy Chief Minister of Madhya Pradesh, Shri Rajendra Shukla, said, “Under India’s National Malaria Elimination Program, we aim to make the country malaria-free by 2030. I appreciate the work done by Godrej Consumer Products in supporting this important mission. I’m pleased to share that Madhya Pradesh has achieved a 97% reduction in malaria cases in the past ten years. The success has come through strong partnership between our Health Department, Godrej Consumer Products, and the Family Health Organisation.”
EMBED is an ongoing strategic initiative that targets the pressing challenges posed by malaria and dengue in India. This comprehensive and targeted intervention is being implemented in collaboration with the state health departments of Maharashtra, Madhya Pradesh, and Uttar Pradesh, focusing on bridging gaps in current healthcare practices. By leveraging Information, Education, and Communication (IEC); Behaviour Change Communication (BCC); and training and capacity building of healthcare providers, the project aims to significantly reduce malaria and dengue positivity rates and associated deaths in these states.
GCPL remains committed towards this decade-long journey that has reached 11 million people in Madhya Pradesh and expanded to Uttar Pradesh and Maharashtra, impacting over 28 million people — a true reflection of its good and green commitment to healthier, stronger communities.
To further strengthen EMBED’s decade-long progress, the Health and Medical Education Department of Madhya Pradesh, unveiled two new tech-enabled platforms — the Community Health Volunteer App and the Supply Chain App. The first digitises larvae and fever surveys through real-time data, dashboards, geo-tracking, and reminders, while the second platform streamlines the distribution of medicines and diagnostic kits by replacing manual, delay-prone processes. Both platforms offer real-time monitoring and alerts, ensuring officials timely availability of essential malaria prevention tools across districts and villages.
