Abstract: The ‘Beti Bachao Beti Padhao’ Scheme was launched for the protection and education of girl children. Its outcome remains sub-optimal with disproportionate amounts being spent on media advocacy rather than on health and educational requirements. While there are a large number of similar schemes with near identical objectives in almost all states, there is no attempt to strike a synergy between the state and central schemes for optimal utilisation of public funds; most states also lack the capacity and resources to produce perceptible impact.