ABSTRACT
The demographic decline of the Parsis of India has created concerns about the imminent extinction of this community, first at UNESCO and later with the Government of India. Jiyo Parsi, a Government of India Programme under the Ministry of Minority Affairs, is administered by Parzor Foundation. Beginning as an attempt to use ART, Assisted Reproductive Technology, as a medical intervention, it soon expanded into a holistic programme of community revival. The use of full-page advertisements, holding up a mirror to a community with unique problems of progress, has created controversy and criticism but has also brought awareness of this issue, not only to Indians but across the world. Jiyo Parsi is an attempt to stem the decline of an urban, educated community and bring back hope.
