When singer Katy Perry openly spoke about her breastfeeding struggles onThe Ellen Show, many new mothers around the world saw themselves reflected in her honesty. In India too, a quiet but significant shift is underway—breastfeeding is no longer being treated as an instinct women must “just know,” but as a learned skill that often requires professional support.
For generations, Indian women relied on traditional wisdom passed down by mothers, elders, and midwives. While well-intentioned, this advice was largely anecdotal, varied widely, and often failed to address medical or physiological challenges. Struggles with breastfeeding were normalised, endured in silence, or seen as personal failure rather than a health issue. This lack of structured support has contributed to the steady rise of infant formula use.
According to a Ken Research report, India’s baby food and infant formula market is valued at Rs 205 billion, with infant formula dominating sales. Meanwhile, data from NFHS-5 (2019–21) shows that only 63.7% of infants under six months are exclusively breastfed—an improvement over earlier years, but still short of ideal levels.
What’s changing now is attitude. More mothers are actively seeking help instead of suffering quietly. Lactation consultants, breastfeeding counsellors and trained medical professionals are increasingly stepping in to bridge the gap between traditional advice and evidence-based care.
Experts say breastfeeding technique, correct latching, maternal health conditions, stress, late motherhood, C-section deliveries and IVF pregnancies all play a role in modern breastfeeding challenges. Lactation consultants are trained to manage complex issues such as tongue-tie, mastitis, low milk supply, and feeding difficulties linked to diabetes or premature births—areas often overlooked in routine maternity care.
Government initiatives like the Mother’s Absolute Affection (MAA) programme under the National Health Mission have also helped bring breastfeeding into the public health spotlight. At the same time, safety concerns around infant formula—especially in areas with unsafe water or poor sterilisation—have highlighted the risks of relying on packaged milk.
However, access remains uneven. Lactation support can be costly in private settings, and not all mothers have positive experiences. Experts stress the need for empathetic, non-judgmental care and better integration of lactation support into public healthcare.
As families evolve and generational knowledge gaps widen, breastfeeding support is shifting from informal advice to trained guidance. The rise of lactation consultants reflects a broader recognition that supporting mothers scientifically and emotionally is essential—not optional—for maternal and infant health.
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