One transferable skill, in four moves.
The content changes across pillars. The skill is identical in all five. We never specify what you should choose, a movement that prescribes produces compliance; a movement that teaches produces judgment.
- 01Step 01Observe
Notice the exposure you've stopped noticing. Most of the work is here, you can't examine what you can't see.
Try: pick up one product at home and read its ingredient list. - 02Step 02Understand
Learn what's actually in it, or what it actually does. Ingredient order, additive names, marketing vs formulation.
Try: look up one ingredient you don't recognise. - 03Step 03Question
Interrogate the claim, the ad, the influencer, the default. Not aggressively, just plainly, the way Ba always did.
Try: find one claim on a label and ask what evidence backs it. - 04Step 04Choose
Decide, knowingly. The movement never tells you what to choose. Compliance evaporates the moment the authority leaves; judgment doesn't.
Try: next time you buy something, pause for 5 seconds first.
Five subjects Ba wants every child to master.
Each pillar starts with a question and ends with the habit of informed choice.
- Food & Nutrition LiteracyBa asks: "What's really on the label?"
Read the label. Question the claim. Eat like you know.
- Reading nutrition labels
- Processed vs ultra-processed
- Hidden sugars & additives
- The thali as portion structure
- Product & Consumer AwarenessBa asks: "What's really in the bottle?"
Skin, hair, hygiene, know what’s in the bottle.
- Ingredient awareness
- Marketing claims vs formulation
- Cumulative chemical exposure
- Informed use, not disuse
- Clothing & Material AwarenessBa asks: "What's touching your skin all day?"
Fabric is the closest environment you have.
- Natural vs synthetic fibres
- Breathability & skin comfort
- Microplastic shedding
- Fast-fashion arithmetic
- Lifestyle & Habit HealthBa asks: "What are your habits compounding into?"
Sleep, screens, movement, the daily compound.
- Sleep cycles
- Screen hygiene
- Movement
- Stress & digital balance
- Environmental Health AwarenessBa asks: "Is this fit to breathe?"
Air, water, plastic, the shared body.
- Air quality
- Plastic exposure
- Waste habits
- Environment is personal, not policy
We didn't lack the answer. We stopped asking the question.
A movement whose proposition is "check the claim before you accept it" has to hold itself to that standard first. Every number below is drawn from an official source and linked.
- ~2×2023
Retail sales of ultra-processed food and beverages in India roughly doubled between 2011 and 2021.
Ba saysEk zamane mein yeh sab ghar pe banta tha. Ab packet se aata hai, aur hum poochte bhi nahi kya hai isme.
- 101M2023
Indian adults now live with diabetes, a condition strongly linked to ultra-processed diets and low physical activity.
Ba says10 crore. Yeh ek country ki population hai. Aur hum isko normal maante hain.
- 2.1% → 3.4%
Overweight in Indian children under 5 rose between NFHS-4 and NFHS-5, and continues climbing in recent state surveys.
Ba saysBachche bade ho rahe hain aur unka weight unse pehle badh raha hai. Yeh cricket ka score nahi hai jo upar jaana chahiye.
- ½ veg · ¼ grain · ¼ protein2024
Global dietary guidance has converged on the same plate structure the Indian thali has used for generations.
Ba saysWHO ne 2011 mein ek method discover kiya. Ba 1955 se roz dinner mein serve kar rahi thi.
Every citation links to an official primary source. If you spot an error, tell us, we'd rather be corrected than confident.
Youth-led. And it has to actually be true.
Habits formed now run for sixty years. Teenagers still ask "why" out loud, a window adults have long since lost. Every campaign, session and reel is written, filmed and led by students. Adults are in the room. They don't hold the mic.
- Run assemblies
Ambassadors take over morning assembly to decode a label or dismantle an ad.
- Make the reels
Students write, shoot and edit the campaigns you see on our feeds, no adults holding the mic.
- Lead peer talks
Discussion circles, tiffin audits, thali workshops, peer to peer, not top down.
- Carry it home
The highest-leverage step in the whole chain: a child brings the question to their own dinner table.
Five vehicles. One funnel.
Ensuring the holistic development of the Children and making the collaboration more meaningful for the students and teachers.
- Vehicle 01The Olympiad
Shaped like the maths and science olympiads schools already run. Low per-student fee, completely online and accessible for students.
- Vehicle 02Ba Academy (LMS)
The five-pillar student journey - XP, streaks, leagues, badges and the Ba Literacy Score. Making a nutrition-literate India.
- Vehicle 03School partnerships
Teacher involvement, curriculum integration, partner-school showcase.
- Vehicle 04Ba Collective Series
In partnership with various schools and universities.
- Vehicle 05IIT/IIM-linked teacher certification
Making sure our teacher ambassadors also learn and upskill.
Operated by 10 Lives Education Pvt Ltd, in on-field collaboration with Kitaab Aur Kalam Foundation. Piloting in Punjab and Jammu & Kashmir.
Hard boundaries, because clarity protects the movement.
The target is ignorance, not industry. Recognition, never shame. Evidence, never nostalgia.
- Not a diet or wellness programme
No meal plans. No restriction. We teach reading, not restriction.
- Not anti-brand or anti-industry
The mechanism of harm is normalisation, not malice. We educate students on how to make meaningful choices.
- Not a medical service
No diagnosis, no treatment, no prescriptions. Ever.
- Not a nostalgia project
Ba is vindicated by evidence, not by age. "Old" is not an argument on its own.
- Not a weight or body-image programme
No moralising about size or shape. No before/after imagery. Duty of care around disordered eating is non-negotiable.
- Not "chemicals bad, natural good"
Basic processing is fine; atta, curd and tofu. It is ultra-processing that is the problem. Evidence wins over aesthetics.
The movement in action.
Assemblies, tiffin audits, thali workshops, myth-busting reels, principal round-tables and campus ambassador drives, piloting in Punjab and Jammu & Kashmir, and building from there in English, Hindi and regional languages.
See our activities