The Saathiya Program was born in October, 2007, In Lucknow, at a function graced by the Mayor of Lucknow, and several other dignitaries, as well as over 300 Saathiya partners. The media appreciated the uniqueness and originality of the concept, and over the next one year, Saathiya received extensive press coverage.

Saathiya was extensively promoted through radio, outdoor and cinema. Street plays were used extensively throughout Lucknow. Special glow signs were installed to help easy identification of Saathiya outlets. A special half hour Saathiya radio program has itself become a success, attracting a loyal listenership, and, along with other promotions, helped the steady growth in Helpline calls.

During the first year, Saathiya went from strength to strength. Calls to the Helpline rose steadily, to reach an average daily level of approximately 500 calls per month.

Today, Saathiya is a household name in Lucknow, and the number of partners has increased to nearly 700, with more being added every month. On the basis of this success, the primary donor USAID agreed to roll out Saathiya in a total of 7 cities across UP and Uttarkhand in the following year.