World Breastfeeding Week is celebrated internationally every year from August 1-7th. Each year, there are various events and activities intended to educate about the benefits and encourage the practice. The theme this year was ‘Women and work – Let’s make it work.’ This year, added emphasis was placed on advocating for widespread maternity leave and other accommodations for working mothers.

Many organizations such as UNICEF, World Health Organization (WHO), and the Breastfeeding Promotion Network of India (BPNI) have worked both independently and jointly with the Indian government to provide information and spread awareness throughout the country. The breastfeeding rates are higher in the rural Northern states than in the urban South.

UNICEF Nutrition Specialist, Gayatri Singh states, “The government of India has laws, policies and programs to protect, promote, and support breastfeeding. UNICEF supports national and state governments in the development and implementation of infant and young child feeding policies and plans for promoting optimal breastfeeding.”

Singh goes on to say, “Communication and advocacy activities on breastfeeding are also a key component of UNICEF’s support. We also support governments to design strategies for social and behavior change communication and in the implementation of the strategies through multiple communication channels.”

In an effort to promote breastfeeding, the Indian government enacted the Infant Milk Substitute (IMS) Amendment Act in 2003 which prohibits any form of advertising claiming newborn formula as an equivalent option.

“In India, between 2006 and 2013, there has been an improvement in the breastfeeding rates. The latest data shows that 44.6% of children are put to breastfeeding within one hour of birth and 64.9% of children under six months of age are exclusively breastfed,” states Singh. He goes on to add that while knowledge of health benefits appear to be even higher, there are societal factors hindering the practice.

Dalvinder Kaur, a public relations specialist, states, “A lot of people, while thinking of breasts, automatically think of sex, as if that’s their primary reason for existence. I feel that it is pretty much the heart of the matter. Women’s breasts are often defined as sex objects–and nothing more. And since sex is basically a taboo in the public realm, breastfeeding ends up being perceived as some sort of indecent, out-of-bounds behavior.”

Dhanya Ranjit, a software engineer and mother speaks on the stigma attached to breastfeeding, “Women find it difficult to breastfeed and more so, to nurse in public because of the lack of support from any quarter. They also don’t see it happening around them. While I was very hesitant to breastfeed my older child in front of others but the encouragement and exposure to information through the Facebook support groups made me realize that it is as natural as an adult eating food in public.”

As is the case with many social movements, the internet can be utilized very effectively to raise awareness and garner support. “Big Latch On” is an international gathering that occurs in many cities during World Breastfeeding Week and event calls for mothers to join together publicly and breastfeed together. Through a social media campaign, a “Big Latch On” event was held this past August 1st in Hyderabad, Telangana, India. The organization started in New Zealand but has spread to many countries around the world.

Recent attempts at normalization in mainstream media have begun to manifest themselves as well. Indian cinema has begun to prominently display breastfeeding such as in the recent blockbuster movie Baahubali. The highly anticipated film cost $40 million and is the most expensive movie in Indian history. Whether purposeful or not, the display of breastfeeding in such a popular film shows marked progress towards shifting attitudes of the viewers.

– The Borgen Project

Sources: India Times, Jantaka Reporter, IBN Live
Photo: Flickr