The Maharashtra Food and Drug Administration (FDA), led by Commissioner Tukaram Mundhe, has issued comprehensive guidelines for baby food manufacturers, mandating that all infant nutrition products carry the message “Mother’s Milk Is Best” on their packaging. The regulatory authority clarified that the directive does not constitute a ban on infant formula or supplementary products, which will remain available provided manufacturers adhere to the newly enforced packaging, labelling, and promotional requirements.

Mandatory Labelling And Marketing Restrictions

The new rules apply to all baby food items, including cereals and supplementary products intended for children under two years of age. Under the guidelines, labels must explicitly state that the product is meant solely as supplementary food for infants above six months and should be administered on the advice of a medical professional. Packaging must also refrain from creating any impression that commercial products can replace breast milk.

To prevent marketing practices that could discourage breastfeeding, the FDA has banned the inclusion of photographs depicting mothers and babies on packaging, as well as health claims suggesting equivalence to breast milk. Additionally, manufacturers are prohibited from employing promotional strategies such as distributing free samples or discount coupons.

Non-Compliance And Health Data Concerns

Explaining the rationale behind the enforcement, Commissioner Tukaram Mundhe stated that an internal FDA survey revealed widespread compliance failures among manufacturers, with the omission of breastfeeding prompts identified as a critical violation. The measures are designed to promote breastfeeding and ensure appropriate infant nutrition during early childhood development.

Citing state health figures, Mundhe noted that breastfeeding rates within the first hour and up to six months stand at 52.8 per cent in urban areas and 75.2 per cent in rural parts of Maharashtra. Highlighting the long-term health implications of inadequate breastfeeding, he referred to survey data showing that approximately 25 per cent of children aged 10 to 12 years suffer from high blood pressure, attributing the issue in part to the lack of early breastfeeding.

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