It initially focused on multi-sector action in 100 districts throughout the country where there was a low CSR On 26 August 2016, Olympics 2016 bronze medallist Sakshi Malik was made the brand ambassador for BBBP.

[9] A list of current and former ambassadors: Sex-selective abortion or female foeticide has led to a sharp drop in the ratio of girls born in contrast to boy infants in some states in India.

Discrimination against girl infants, for several reasons, has combined with the technology to result in a rise in abortions of foetuses identified as female during ultrasonic testing.

[citation needed] Pressure for parents to provide large dowries for their daughters is most intense in prosperous states where high standards of living, and modern consumerism, are more prevalent in Indian society.

[17] In August 2023 a movie Titled ‘Panch Kriti’ - Five Elements based on Swachh Bharat Mission was released in India which featured five stories and is set in Chanderi in Bundelkhand, Madhya Pradesh, has been largely shot in real locations.

Minister of state Ministry of Women and Child Development, Virendra Kumar Khatik, claimed that the sex ratio in 53 out of 161 districts under the scheme declined between 2014–15 and 2016-17.

According to experts, the scheme's minimal success is due to the government's inability to release funds efficiently and its disproportionate focus on publicity rather than making initiatives in the health and education sectors.

In 2021, in Lok Sabha, according to the Parliamentary committee on the Empowerment of Women, 78.91% funds for 'Beti Bachao Beti Padhao' were spent on ads.