The main objective of PHSI is to provide high quality family planning and reproductive health care services to the community, with particular emphasis on serving the undeserved and vulnerable groups in society. PHSI provides reproductive health care services to people all over India, allowing them to have children by choice not chance. It manages clinics and outreach voluntary surgical services to provide contraceptive services and products in remote areas. The organisation does this by promoting, distributing and selling contraceptives. PHSI uses social marketing techniques to get closer to the needs of society. We learn and understand the needs and desires of the target audience and build programmes from there. The combination of in-depth research, constant re-evaluation of the tiniest aspects of our programmes and a focus on the consumer forms the cornerstone of PHSI's activities.