Through consultations with thematic leads and a detailed review of Chhattisgarh’s status on indicators linked to this domain, as well as the status of government policies and programmes, we developed a concept based on the socio-ecological model for an integrated SBCC intervention in the state. We identified priority behaviours to address within these domains and their intersections along with government programmes and policies and their convergence in addressing these behaviours. These insights were then translated into an SBCC framework for interventions in 13 districts in the state with an emphasis on evidence-based design, partnerships, convergence, cross-sectoral learning, decentralisation and meaningful participation of stakeholders.