How Ambuja Foundation triggered a Health Revolution in the villages of rural Punjab

For decades, the health challenges of rural India were largely framed around infectious diseases— malaria, tuberculosis, diarrhoea. But over the last 10 to 15 years, a quieter, deadlier threat has been taking root: non-communicable diseases (NCDs) like diabetes, hypertension, and heart disease. Once considered illnesses of urban, affluent lifestyles, these chronic conditions are now rampant across rural populations, where awareness is low, diagnosis is delayed, and access to care remains limited.

Ambuja Foundation’s health program has pivoted accordingly and today takes a multifaceted approach to re-educating villagers on how diet and lifestyle are the key drivers. What began as a behaviour change campaign to combat non-communicable diseases (NCDs) has grown into a full-blown movement—one that is improving diets, reducing lifestyle risks, and putting health back into the hands of the people.

Spearheaded by Ambuja Foundation and evaluated by the Harvard T.H. Chan School of Public Health and its India Research Centre, this community-based 18 month NCD prevention program covered 10 villages focused on three key outcomes:

• Improving nutrition and physical activity
• Reducing harmful habits like alcohol consumption and excessive sugar and salt intake
• Connecting people to health services and support systems

What the Study Found

The results revealed clinically meaningful health improvements across the participating villages. There were clear dietary shifts, with a higher intake of fruits and pulses and a notable reduction in fried foods, sweets, and added sugar—particularly in tea and coffee, where frequency dropped nearly threefold. Physical activity increased community-wide, as awareness and access to fitness spaces improved. Clinically, participants saw a significant decline in blood pressure, with average systolic readings dropping by 6 mmHg and diastolic by 5 mmHg. These changes were accompanied by an average weight loss of 2.6 kilograms and a waist circumference reduction of approximately 6 centimetres. The study also recorded marginal improvements in capillary blood glucose levels, indicating early gains in diabetes prevention and control.

The Stories of Change

But the real magic lies in the personal stories that emerged—stories that bring data to life.

1. Harjinder’s Fight for Control - After being diagnosed with diabetes, Harjinder Singh struggled with access and affordability towards healthcare services. “Just traveling 12 km for a sugar test felt like a burden,” he recalls. With Ambuja Foundation’s weekly health camps and doorstep consultations, he began receiving regular support in home-based testing and referrals. “My sugar levels dropped to 80–90 mg/dl and my dependency on medication reduced. I feel more aware, more in control.”

2. The Walk That Changed Everything - Daily walks became a habit in Mehma Sawai. Initiated through local nutrition centres, morning and evening walking groups now dot the village landscape. Residents say they feel “lighter, more active, and more connected.” Even children now join their elders on these wellness walks, making movement a family ritual.

3. A School Takes on Tobacco - At the senior secondary school in Buladewala, rising concerns about tobacco use prompted Ambuja Foundation to launch a full-fledged campaign. Students became peer educators, rallies were held, and parents were engaged. Today, the school is one of 183 tobacco-free schools, and nearby vendors no longer dare sell tobacco to students.

4. Grains of Change: Balveer’s Story - Flour miller Balveer Singh noticed a surprising shift— people were asking for maize flour year-round. With awareness from Ambuja’s team, he stocked millet and mixed flours, understanding their benefits for sugar and BP control. “It’s not just about grinding flour anymore,” he says. “It’s about improving lives.” His business grew, and so did his pride.

5. A Gym Becomes a Lifeline - Before the community gym came to Chughe Kalan, Mukpal Singh led a sedentary life. “There was no reason to step out,” he says. But the open air gym installed by Ambuja Foundation became more than an exercise zone—it became a hub of energy and belonging. “I feel healthier, more confident. It’s the best part of my day.” With 14 open gyms now across Bathinda, community fitness is now a way of life.

6. From Loitering to Leadership, The Youth Club That Inspired a Region - In Sivan and Burj Mehma, substance use and idle hangouts were once common. That changed when youth clubs were encouraged to take charge of local development. With support from Ambuja Foundation, they organized sports tournaments, fitness drives, and health awareness sessions. Soon, their energy inspired other villages, turning idle youth into champions. “We became role models,” one member shares. Today, 12 youth clubs continue to lead with purpose.

7. Nutrition Centres: A Health Hub for Women - Women in Mehma Sawai faced long distances to the nearest health centre, and growing rates of diabetes and heart disease. Ambuja Foundation converted a panchayat space into a vibrant nutrition and wellness centre— offering counselling, kitchen gardening support, and hands-on learning. With 9 centres now active, thousands of families are accessing knowledge, tools, and support for long-term health.

8. A Kitchen Garden Grows More Than Food - Sukhpreet Kaur didn’t expect much when she joined the kitchen gardening initiative—but she quickly saw the change. “Fresh vegetables from my backyard have improved my family’s nutrition and saved money,” she says. With Ambuja Foundation’s training and seed kits, she now grows spinach, ladyfinger, bottle gourd, and more. Kitchen gardens have sprouted in over 400 homes, quietly cultivating nutrition security and self-reliance.

Conclusion

The Harvard study confirms what these stories reveal - health transformation begins at the grassroots. With community leadership, sustained engagement, and culturally tailored behaviour change efforts, rural populations can take charge of their health—without expensive treatments. This project didn’t just treat illness. It rewired habits, and put the power of health back into the hands of rural communities

The Bathinda model offers a proven, scalable blueprint for rural health across India. Ambuja Foundation and Harvard are now exploring ways to replicate and adapt this model in other geographies.

Because when behavior changes, everything changes