Population issues are crucial to India as it is the second most populous country in the world, inhabited by 17% of the world’s total population, in less than 3% of Earth’s land area. Our National Population Policy (NPP, 2000) has articulated a broad based approach towards population stabilisation, to be achieved on the principle of informed consent. Mass Media is a powerful instrument for generating informed consent by influencing people’s attitude towards small family norms and gender preferences. Our work on population and development issues have related to dissemination of promotional, educational and motivational messages. Pehel taken joint initiatives with PSI, USAID PsP One, JSK and Janani on issues related to population and development.