Chhaa Jaa

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Go Forth and Shine

Chhaa Jaa is a digital-first youth brand that helps girls in India make choices about their health and relationships - from accessing information about their body and the health services available to them, to negotiating about education choices or whether to use contraception.

India Nagpur Preeti

You explain so well. No one ever told us in school...our teacher skipped the lesson in embarrassment. And we cannot speak openly with our mothers.

Girl on Facebook, India
Real girls, real lives respondent India

You told me what I didn't know and now I will tell other girls also - thank you so much.

Girl chatbot user, India
India header FINAL
India Ajmer

Meaning ‘Go Forth and Shine’ in Hindi, Chhaa Jaa reaches over 10 million girls online through social media content and a sex and relationships chatbot.

Creating a generation of girls able to write their own story

While the media landscape in India is rich, many adolescent girls don’t see themselves represented in mainstream media. Chhaa Jaa’s content is vocal about sex and relationships to normalise ‘taboo’ topics and creates relatable role models to build up a girls' sense of self, her identity and her ability to ask questions.

Chhaa Jaa’s sexual and reproductive health videos have been viewed more than 16 million times. As a result, girls who engage with Chhaa Jaa know about contraception and intend to use it. They also know more about STIs and are primed to act.

What we make

Chhaa Jaa_Header Image

Web video series

A sketch comedy, a no-nonsense ‘how-to’ series, and a chat show with a frank and friendly gynaecologist.

Chhaa Jaa mobile

Social media and website

Entertaining and informative content, including a vetted directory of adolescent-friendly services.


Girls-only community

A closed Facebook community for non-judgemental conversations about life, love and bodies .


Sex and Relationships Chatbot

A virtual “big sister” offering confidential advice on WhatsApp and Facebook Messenger.

TEGA in India

Technology Enabled Girl Ambassadors (TEGA)

Insights from our 22 TEGA girl-researchers in Rajasthan and Bihar inform everything we do.

Our impact

Making connections

109,000 connections

between girls and information about vetted sexual and reproductive health services

Sex education

75% of girls

who consume Chhaa Jaa have higher sexual and reproductive health knowledge on key topics (+19.3% more than non-consumers)

Chatbot engagement

1.6 million+ messages sent

by girls to our sex and relationships chatbot, initiating over 98,000 conversations

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

Would you like to work in partnership with Girl Effect in India?

Contact our team

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