Child Care practices, specifically feeding, are considered a “woman’s job”, and men are hardly engaged in taking care of children due to the socio-cultural mores that exist in society. However, this is changing with the changing role of men as caregivers, and self-help group JEEViKA is playing an exemplary role in raising awareness and educating about men’s important role in childcare. The story of Md. Manjur Alam, a migrant labourer of West Champaran district in Bihar, is a perfect example of this.