Emcure Pharmaceuticals has launched a public awareness campaign to normalize breastfeeding in public, marking World Breastfeeding Week. The initiative aims to challenge social stigmas and foster supportive environments for mothers who wish to breastfeed their infants in public spaces.
Partnering with mothers across nine cities—Bangalore, Chennai, Ahmedabad, Coimbatore, Kolkata, Siliguri, Vadodara, Mumbai, and Delhi—Emcure will introduce “Breastfeeding Zones” to promote acceptance and encourage open conversations about the benefits of breastfeeding. These zones will feature moms holding signs in key public areas such as malls, parks, and cafes, signaling that these places are welcoming to breastfeeding mothers.”Breastfeeding in public is often met with discomfort and stigma, even in urban areas,” said Ms. Namita Thapar, Whole-time Director of Emcure Pharmaceuticals. “Our goal is to create a culture where every mother feels secure and supported while breastfeeding her baby, regardless of location.”
In Siliguri, the campaign will resonate deeply, reflecting a growing trend of social acceptance. As the city joins this nationwide effort, local residents are expected to witness and support a positive shift in public attitudes towards breastfeeding, reinforcing the message that every space should be a safe zone for mothers and their infants.
