Breastfeeding: A Public Health Priority We Continue to Fail At

Every year during World Breastfeeding Week, social media fills up with posts celebrating breastfeeding milestones and maternal dedication. Mothers are revered for their hard work. We talk about the nutritional benefits of human milk. We reiterate the guidelines from World Health Organisation (WHO) and major Indian health bodies about exclusive breastfeeding for the first six months of the child’s life.

Yet as the awareness week ends, millions of mothers return to families without built-in support systems, workplaces without daycare facilities or  breastfeeding rooms. Alongside, new mothers are targeted with aggressive marketing of breastmilk substitutes, which further undermines public health by destabilising the system for infant health nutrition. Our public spaces, be it malls or airports, do not offer the comfort of nursing a hungry child in public, because breastfeeding is unfairly stigmatised.

Every year, the World Breastfeeding Week is celebrated from 1st to 7th August, and the global theme for the year 2026 is, ‘Breastfeeding for a sustainable start in life: strengthen what works’.

For too long, public policy discourse around breastfeeding was focused on maternal effort and intent. However, it’s time we realise that breastfeeding isn’t a mother’s responsibility alone, it’s a public health priority that we are continuing to fail at. It is time we move past the building pressure on individual mothers and work towards building support systems at home and work that helps them breastfeed the generations of infants being born.

World Alliance for Breastfeeding Action (WABA), in collaboration with World Health Organization (WHO) and United Nations Children's Fund (UNICEF) select the focus area for each years World Breastfeeding Week: and this time the message is loud and clear. We know what works, knowledge and information alone, are not sufficient; what we need is a change and execution at systematic level.

It is worthwhile to draw attention to the latest National Family Health Survey (NFHS-6, 2023–24) data released by the Ministry of Health and Family Welfare, India. It shows a mixed picture across key infant feeding indicators.

Key Breastfeeding Indicators in India

Indicator NFHS-5(2019-21) NFHS-6(2023-24 Trend Exclusive Breastfeeding (First 6 Months) Early Initiation 63.7% 41.8% 55.8% 50.1% Decline Improve(Within 1 Hour of Birth) Source: National Family Health Survey, Ministry of Health and Family Welfare

In the parliamentary disclosures, the decline in exclusive breastfeeding from 63.7% to 55.8% is cited as a major concern. However, the early initiation within the first golden hour rose to 50.1% (up from 41.8%). This is attributed to the higher institutional birth rates and governments health initiatives such as Mother’s Absolute Affection (MAA) program, which have been instrumental in more newborns getting breastfed immediately after birth.

This highlights how getting started (early initiation) is improving, but sustaining it for six months is where the system breaks down. Thus, underlining the need for stronger, continuous support networks for mothers.

What does ‘Exclusive Breastfeeding’ Mean?

According to WHO and UNICEF, a newborn till the age of 6 months receives only human milk. This means that the infant is to receive breast milk, (including expressed milk or donor breastmilk). No additional water, juices, pre-lacteal feeds or infant formula are to be introduced.

Breast milk provides complete nutrition and excellent immunity during the first 6 months without overloading a baby's immature digestive tract.

However, the early weeks of parenting are typically accompanied by sleep deprivation, anxiety about the newborn behaviour, and uncertainty about sufficient milk supply. Infant formula companies target these precise pressure points by calling out the mother for keeping her child hungry and making her believe that she has insufficient supply of milk.

What is the International Code of Marketing of Breast-milk Substitutes?

Adopted by WHO in the year 1981, the International Code of Marketing of Breast-milk Substitutes, was specifically created because commercial promotion of infant formula is unethical and it creates systemic vulnerabilities for families. When a mother struggles in her breastfeeding journey, the burden of ‘failure’ is blatantly placed on her shoulders. In this moment of vulnerability, pushing commercial products as a simple fix is not the solution.

The social media marketing runs on algorithm-targeted advertisements pushing infant formulas and breast pumps to parents looking up for colic, reflux, or sleep issues with a newborn.  There are a lot of influencers also hopping onto ‘sponsored influencer marketing’ where they are likely to share relatable posts about giving up on breastfeeding early, without disclosing their financial conflicts with the formula companies.

One needs to understand that formula companies advertise their products falsely, they indicate an  equivalence between animal milk product and breastmilk, which is forever dynamic as it continues to provide antibodies and nutrients specific to the baby's needs.

The Bottom Line

We do concur with evidence based information about breastfeeding being the first step toward improved immunity of infants, reduced childhood mortality, and economic resilience. But it is an unfair ask to have the mothers carry this responsibility alone without structural support. Having a team of skilled lactation professionals across all hospital maternity wards should no longer be an optional requirement, it must be treated as an essential medical necessity. Antenatal breastfeeding counselling must be integrated with the obstetric care on a mandatory basis.

This World Breastfeeding Week, we move past empty praises for mothers working tirelessly. It is time we bring changes, across households in terms of building a better support system; and across organisations to build a better atmosphere for breastfeeding mothers joining back work. More importantly, strict implementation of WHO’s International Code of Marketing of Breast-milk Substitutes is required. We as a society need to show up for the better health of our future generations. It’s time to build social and institutional infrastructure for protecting and promoting breastfeeding. 

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