Emcure Pharma Partners With Moms To Normalise Public Breastfeeding For World Breastfeeding Week

Emcure Pharmaceuticals, an Indian pharmaceutical company specialising in women’s healthcare, has launched a public awareness campaign to mark World Breastfeeding Week. 

In a press statement on Friday, the company informed that the initiative aims to normalise breastfeeding in public spaces, challenge prevailing taboos, and foster a supportive environment for mothers nursing their children outside the home.

World Health Organization (WHO) and UNICEF guidelines advocate for breastfeeding infants within the first hour of birth and recommend exclusive breastfeeding for the first six months. Breastmilk is recognised as the ideal nourishment for infants, offering a clean, safe source of antibodies that protect against common illnesses. Despite its naturalness, many mothers encounter significant barriers when breastfeeding in public due to social stigma and inadequate support.

To address this issue, Emcure’s campaign will feature collaboration with mothers who will share their experiences and advocate for breastfeeding acceptance. The campaign will include video content capturing tender moments between mothers and their babies during public breastfeeding in diverse locations such as malls, cafes, parks, and streets. Additionally, participating mothers will display “Breastfeeding Zone” signs in various public areas, signalling that every location should be a welcoming space for breastfeeding.

The campaign will be rolled out across nine cities in India: Bangalore, Chennai, Ahmedabad, Coimbatore, Kolkata, Siliguri, Vadodara, Mumbai, and Delhi.

Namita Thapar, Whole-time Director of Emcure Pharmaceuticals , commented on the initiative, stating, “Breastfeeding in public is often met with disapproval even in urban settings, leading to discomfort and a lack of safety for mothers. We aim to raise awareness and create a supportive environment where mothers can feed their babies without feeling judged. We are committed to promoting a culture of acceptance and ensuring that every mother has the freedom to breastfeed wherever and whenever needed.”