Breastfeeding: The Ultimate Act of Power, Not Just a “Choice”

Imagine a world where the same society that hypersexualizes breasts in ads and movies shames women for using them to feed their infants in public. A world where corporations profit from powdered substitutes linked to infant deaths, while calling breastfeeding “inconvenient.” Welcome to our reality—one that’s long overdue for dismantling.

Ancient Civilizations Revered Breastfeeding. Modern Society Censors It.

Long before bras or billboards, breasts were worshipped as lifelines—not reduced to “assets.”

• Hinduism: The Rigveda (1500 BCE) calls breast milk “the first ambrosia.” Temples from Khajuraho to Mahabalipuram carved bare-breasted goddesses—their milk symbolized prosperity.
• Greek Myth: Hera’s spilled breast milk created the Milky Way. Even Zeus was raised by a goat—proof that “mother’s milk” transcends biology.

Yet today, Instagram removes nursing photos for “nudity” while allowing formula ads that violate WHO guidelines. The same app hosts #BollywoodBikini posts with millions of likes.

Who’s really “backward” here?

55% of Indian infants are exclusively breastfed—lower than war-torn Afghanistan (58%) (NFHS-5). 92% of Indian mothers face harassment while nursing in public (BPNI, 2023).

Breasts Are Life-Saving Organs—Stop Reducing Them to Sex Objects

Female breasts are the only organs society sexualizes more than it values for their actual function: sustaining human life.

• Breast milk is not just food—it’s a living superfluid with 1,000+ components (antibodies, stem cells, probiotics) that adapt to a baby’s needs (NIH).
• Formula is a static, processed substitute—none of which replicate this biological miracle.

If men’s chests could produce a substance that saves 820,000 children annually (WHO), they’d be worshipped as gods. Yet women are shamed for using theirs.

Myth: “Breastfeeding is just a personal choice.”

Fact: It’s a public health imperative. When women are supported, entire nations thrive.

The Billion-Dollar Lie: How Formula Companies Profit Off Infant Deaths

The $70+ billion formula industry spends billions marketing “convenience” while downplaying deadly risks.

• Non-breastfed infants have a 74% higher risk of dying from infections in low-income countries (The Lancet).
• In India, 1 lakh children die yearly from preventable diseases linked to poor breastfeeding—more than terrorism deaths (UN).
• Formula ads show smiling babies—never the 1 in 6 Indian infants who die from diarrhea due to unsafe feeding (WHO).

Myth: “Formula is almost as good as breast milk.”

Fact: It’s a death sentence for thousands. Nestlé has been fined for pushing formula in poor nations (IBFAN).

Breastfeeding vs. Beauty Standards: The Hypocrisy

Society celebrates breasts in bikinis but vilifies them in bibs.

• In Norway, 80% of moms breastfeed past 6 months (vs. 55% in India) because it’s normalized—not hidden like a crime (UNICEF).
• Instagram bans nipples in nursing photos but allows formula ads that harm babies.

Myth: “Public breastfeeding is indecent.”

Fact: It’s indecent to let babies starve to protect outdated norms.

Legal Wins: Breastfeeding as a Constitutional Right

Every year, nearly one lakh children in India die from preventable diseases that could have been avoided through breastfeeding. The human cost is tragic. The economic loss? A staggering $14 billion annually.

But the tragedy isn’t just in what’s lost — it’s in what’s ignored.

India has had the Infant Milk Substitutes Act since 1992, yet companies continue to undermine breastfeeding through indirect marketing, celebrity endorsements, and unregulated digital campaigns. Just last year, BPNI flagged major violations by well-known brands including Amul and Nestlé, calling attention to influencer-driven formula promotions on social media. Teddy bears and hashtags cannot replace the bond between mother and child. Courts are finally calling out systemic failures:

• Supreme Court (2022): In Maatr Sparsh v. Union of India, ordered breastfeeding rooms in public spaces, calling stigma “unconstitutional” recognized breastfeeding as key to a child’s right to life and health.
• The Karnataka High Court (Husna Banu v. State of Karnataka) upheld breastfeeding as a constitutional right under Article 21.
• The Punjab & Haryana High Court affirmed a mother’s right to custody due to the child’s dependence on breastfeeding.
• The Madras High Court, in a landmark judgment (U. Ishwarya case), asked if India should go further — make breastfeeding a legal duty, invest more in infrastructure, and hold authorities accountable when mothers are denied their rights.

Global Shockers:

• UAE: Employers must provide 2 paid hours daily for breastfeeding (18 months).

• Philippines: It’s illegal to discourage public breastfeeding. Breastfeeding is a child’s first right. It is a mother’s freedom. And it is a nation’s responsibility. We are a nation where food marketing is louder than child rights. Where digital influencers carry more weight than public health experts. Where laws exist — but enforcement limps.

It’s time to: Enforce the IMS Act strictly. Monitor digital and influencer marketing. Invest in maternity infrastructure and public awareness. Recognize breastfeeding as a public health intervention, not a private inconvenience.

If we fail to protect this basic right — we don’t just fail our women and children. We fail our future.

Let’s not look away. Let’s act.

Time for Change. Here’s How We Fight Back: We are a nation where food marketing is louder than child rights. Where digital influencers carry more weight than public health experts. Where laws exist — but enforcement limps.

Criminalize formula marketing (like tobacco) and ban predatory ads. Mandate paid lactation breaks & workplace nurseries. Boycott Nestlé & other brands exploiting vulnerable mothers.

A Call to Action: Reclaim the Narrative

Share breastfeeding photos with #NotForYourPleasure to: Challenge the sexualization of breasts. Normalize feeding babies as the ultimate act of love & power.

The next time someone shames a breastfeeding mother, ask: “Would you shame a life-saving organ?”

Because breasts aren’t just body parts. They’re proof of a power that’s been ignored for too long.

P.S. If you’re developing a tech-driven product or service that educates people about the risks posed by processed food companies and their harmful products like BABY FORMULAs besides million other products, we’d love to connect. Reach out to us here.

Here are some Exciting Ideas to Spark Your Imagination that we are ready to support with funds

1. Ingredient Scanner App – Develop a mobile app that scans food labels and instantly highlights harmful additives, sugars, and chemicals, providing easy-to-understand health ratings.

2. Personalized Nutrition Coach – Create an AI-powered chatbot that analyzes users’ eating habits and suggests healthier alternatives to processed foods, complete with meal plans and recipes.

3. Documentary Platform – Launch a streaming platform featuring documentaries, expert talks, and real-life stories exposing the impact of processed foods on health.

4. Gamified Learning – Design an interactive game where users learn to identify and avoid processed foods, earning rewards for making healthier choices.

5. Community Review Portal – Build a website where people share honest reviews and experiences with different food products, helping others make informed decisions.

6. Augmented Reality (AR) Grocery Guide – Develop an AR app that overlays health information on food products as users shop, making it easy to spot and avoid unhealthy options.

7. Social Media Awareness Campaigns – Create viral challenges, infographics, and short videos that educate and engage the public about the dangers of processed foods.