Emcure Pharmaceuticals launches campaign to normalize public breastfeeding

New Delhi: Emcure Pharmaceuticals has launched a public awareness campaign aimed at normalizing breastfeeding in public spaces. This initiative, unveiled during World Breastfeeding Week, seeks to challenge taboos surrounding public breastfeeding and foster conversations that make mothers feel comfortable and secure nursing their children outside the home.

Breastfeeding is recommended by the World Health Organization (WHO) and UNICEF for infants within the first hour of birth and exclusively for the first six months. Breast milk is considered the ideal food for infants, as it is safe, clean, and rich in antibodies that help protect against common childhood illnesses. Despite its benefits, many mothers encounter significant challenges and social stigma when breastfeeding in public, often discouraging them from doing so.

To combat this, Emcure Pharmaceuticals is collaborating with mothers to share their perspectives on public breastfeeding and its normalization. The campaign will feature videos showcasing intimate moments between mothers and their babies breastfeeding in public spaces such as malls, cafes, parks, and streets. These videos aim to highlight that breastfeeding is a natural and beautiful part of motherhood.

In addition, participating mothers will hold “Breastfeeding Zone” signs at various public locations across nine Indian cities, including Bangalore, Chennai, Ahmedabad, Coimbatore, Kolkata, Siliguri, Vadodara, Mumbai, and Delhi. This symbolic gesture aims to create a ripple effect, encouraging more people to support breastfeeding mothers and transform public spaces into welcoming environments for nursing.

Namita Thapar, Whole-time Director of Emcure Pharmaceuticals Ltd, emphasized, “Breastfeeding in public places is often frowned upon even in urban areas. The unwanted and constant stare makes women feel unsafe and uncomfortable. We hope to sensitize people to create a comfortable and welcoming environment for mothers to nourish their babies without hesitation. Our goal is to promote a culture of acceptance and support for nursing mothers. We believe that every mother deserves the right to breastfeed whenever and wherever her baby needs, and we are committed to making this a reality.”