This year’s World Breastfeeding Week, observed from August 1-7, focuses on the theme, "Prioritize Breastfeeding: Create Sustainable Support Systems." The theme calls on nations like India to do more than just promote breastfeeding; it urges them to build lasting support structures across healthcare, communities, and workplaces.

The theme, promoted by the World Alliance for Breastfeeding Action (WABA), highlights breastfeeding's dual importance: it nourishes infants while reducing the environmental burden, making it a powerful contributor to both public health and planetary sustainability.

Why Breastfeeding Matters in India

India has a significant gap in breastfeeding practices. According to NFHS-5 data, only 41.8% of infants under six months are exclusively breastfed, and just 42.6% receive breast milk within the first hour of birth. These figures highlight the urgent need for a system-wide approach, from hospitals to homes, to help mothers start and continue breastfeeding. Breastfeeding is a low-cost, natural way to protect infants from malnutrition and infections while also benefiting the mother’s health.

The Sustainability Connection

Breastfeeding is environmentally friendly, requiring no packaging, transportation, or fuel. Formula feeding, in contrast, creates waste, increases carbon emissions, and uses up land and water resources. Both UNICEF and WHO agree that investing in breastfeeding is a climate-smart solution with long-term environmental and economic benefits.

Gaps in India's Support Systems

While India has progressive policies, such as the Maternity Benefit (Amendment) Act of 2017 and the POSHAN Abhiyaan program, their implementation is often inconsistent. This is especially true for the more than 90% of working women in the informal sector who often lack access to maternity leave, healthcare, and breastfeeding-friendly environments.

What India Needs

To build sustainable support systems, India should focus on:

1. Healthcare: All hospitals and Primary Health Centers (PHCs) should offer skilled lactation counseling and postnatal care.
2. Community: Local health and community workers should be involved in breastfeeding advocacy.
3. Workplaces: Companies should introduce mandatory breastfeeding breaks, lactation rooms, and on-site crèches.
4. Family Support: Family members and partners must be educated on how to support a mother’s breastfeeding journey.
5. Public Awareness: Campaigns are needed to normalize breastfeeding, especially in urban areas and media.

This World Breastfeeding Week 2025, let's renew our commitment to prioritizing breastfeeding and creating a sustainable support system for India’s mothers and children.

Under the IMS Act, 1992, violators can face up to 5 years in prison

A newborn’s first and foremost right is to be fed mother’s milk. It’s not just food — it’s a life-saving immunity shield. But glossy tins, fancy bottles, and misleading promises have led many mothers to believe their milk isn’t enough.

To prevent such confusion and protect infants, the Indian government passed a powerful law — the IMS Act, 1992.

What is the IMS Act?

The Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Act, 1992 ensures that breastmilk is never undermined — not by ads, not by gifts, not by misinformation.

1. The law prohibits -Advertising milk substitutes or formula for infants (0–2 years)
2. Giving free samples or gifts to hospitals, doctors or nurses
3. All packaging must carry: “Mother’s milk is best for your baby.”

Violation means:

First offence: Up to 3 years’ imprisonment or ₹5,000 fine
Repeated offence: Up to 5 years in prison

Remember: Formula is not a choice — it’s only a last resort in medical necessity.