The rise of boy child population in India for the past twenty years parallels the experience of other Asian Countries such as China and South Korea. There were 945 girls per 1000 boys in 1991, 927 in 2001 and only 914 in 2011. India’s increasing number of rich class seems to have increased the practice of sex selection in the new technology promoted by private health sector. The new technology has aggravated the social problem of bias against girl child and continues to have caused the drastic reduction in the proportion of female children. This paper critically evaluates the underlying factors responsible for the skewed sex ratio in India, reviews the inadequate public policy responses and recommends for an effective social marketing campaign to change the negative to positive perception on girl child and for heavy crackdown on the offence. It concludes for appeal to government and civil society for immediate action to eliminate sex selection. The article accounts a lesson sharing experience for effective public policy responses to crisis similarly faced in the region.