Key Social Norms Take-aways Social norms around early fertility, son preference, and women’s limited autonomy are strongly reinforced by mothers-in-law (MILs) in patriarchal, patrilocal households; however, this study shows that engaging MILs directly can help shift these norms. The discussion highlights that even a light-touch intervention can begin to transform entrenched norms by reframing family planning, gender equity, and intergenerational relationships in terms of family wellbeing and harmony, positioning MILs as potential agents of change rather than barriers.
Objectives The study aimed to assess the feasibility, acceptability, and qualitative impact of a family planning and life-skills intervention targeting mothers-in-law of newly married women in rural Rajasthan, India, with a focus on improving reproductive health behaviors and addressing gender and fertility-related social norms.
Methods The study used a convergent mixed-methods, single-group pre-post pilot design, combining baseline and endline surveys (n≈42 MILs) with in-depth interviews of MILs and NGO staff. Quantitative analysis involved descriptive statistics, while qualitative data were analyzed using thematic analysis and triangulated across sources. The study was not able to quantitatively measure the intervention’s impact on MILs’ knowledge, attitudes, and behaviors. Qualitative interviews explored intervention acceptability, benefits, barriers, and facilitators.
Intervention Details The Transforming Actions for Reaching and Nurturing Gender Equity and Empowerment (TARANG) intervention was a light-touch, four-session curriculum delivered over four months to MILs, complemented by a broader program for newly married women. Sessions addressed reproductive health, communication, and life skills, while explicitly challenging norms related to early childbirth, son preference, and misconceptions about modern healthcare. The intervention used participatory, culturally adapted tools (e.g., stories, games like the “seed” activity) and emphasized family harmony to encourage norm change without directly confronting traditional authority structures.
Results The primary out-comes were: (a) feasibility: MILs’ attendance greater than at least 50% of the sessions; (b) acceptability: proportion of MILs satisfied with the intervention; (c)usefulness: proportion of MILs that found the TARANG intervention useful/somewhat useful. The intervention demonstrated high feasibility and acceptability (over 80% attendance, ~98% satisfaction and retention). Qualitative findings showed improved knowledge of contraception and birth spacing, increased support for delayed childbirth, and shifts in gender attitudes, including reduced son preference and greater acceptance of modern healthcare. Participants also reported improved MIL-DIL relationships, communication, and joint decision-making. Social norms change was reflected in increased support for DIL autonomy and more equitable treatment within households.
Conclusions The study concludes that engaging influential family members like mothers-in-law is both feasible and promising for transforming gender and reproductive health norms in South Asian contexts. By shifting attitudes and relationship dynamics, such interventions can create more supportive environments for young women’s reproductive autonomy.