Population First

Population First was registered in March 2002, by Bobby Sista, doyen of advertising Industry in India, under the Bombay Public Trusts Act (1950) to leverage communication and media influence to address the social and demographic issues in the country. Population First believes that numbers are not the issue but the unequal social development and gendered mindsets are responsible for the poor social demographic indices - be it maternal and child mortality, child marriages or the falling sex ratios.

Population First focuses on the gendered mindsets which undermine the value of girls and women, promote discrimination against them and justify gender based violence. The challenge is to change those mindsets.