Abstract:This study examines the implementation of the Beti Bachao Beti Padhao (BBBP) scheme in rural areas of Datia district, Madhya Pradesh, with a focus on the role of frontline workers such as Anganwadi staff, ASHAs, and schoolteachers. Using a mixed-methods approach, it explores their engagement in awareness generation, service delivery, and community mobilisation. While the study finds growing public awareness and committed field-level engagement, it also highlights challenges like resource constraints, weak inter-departmental convergence, and entrenched patriarchal attitudes. The paper argues that empowering frontline workers with better training, recognition, and coordination is essential for advancing the scheme's core objective of gender equity.

Keywords: Beti Bachao Beti Padhao, frontline workers, child sex ratio, gender equity, rural Madhya Pradesh, community mobilisation, implementation challenges.