No mother-child photos, free samples: Tukaram Mundhe tightens baby food rules in Maharashtra

The Maharashtra Food and Drug Administration (FDA), under Commissioner Tukaram Mundhe, has tightened rules for baby food products, making it mandatory for manufacturers to prominently display the message “Mother’s Milk Is Best" on their packaging.

The order does not ban infant formula or other baby food products. Manufacturers can continue to sell formula milk, cereals and supplementary foods, but they will have to follow the new packaging, labelling and promotional requirements.

What changes for baby food makers?

The rules cover baby food products intended for children below two years of age. Manufacturers will not be allowed to use photographs of mothers and babies on product packaging or make claims that suggest their products are equivalent to breast milk.

Promotional practices such as distributing free samples and discount coupons for these products have also been prohibited.

The packaging must prominently carry the message “Mother’s Milk Is Best". Labels must also state that the product is intended only as supplementary food for babies above six months of age and should be given on the advice of a medical professional.

Manufacturers must also ensure that their packaging does not give the impression that the product can replace breast milk.

FDA cites compliance concerns

Mundhe said the FDA conducted a survey that found several compliance issues among manufacturers. He said the absence of messages highlighting the importance of breastfeeding was among the major violations identified during the exercise.

According to Mundhe, the measures are aimed at promoting breastfeeding and ensuring that infants receive appropriate nutrition during their early years.

He cited breastfeeding data for Maharashtra, saying the rate of breastfeeding within the first hour and up to six months was 52.8 per cent in urban areas and 75.2 per cent in rural areas.

Mundhe said breastfeeding rates in both urban and rural areas remained a concern and linked inadequate breastfeeding with health problems among children. He also cited survey data showing that around 25 per cent of children aged 10 to 12 years had high blood pressure. Mundhe attributed this, among other factors, to a lack of breastfeeding.

Infant formula has not been banned

The FDA clarified that the new order does not amount to a ban on infant formula. Manufacturers can continue selling formula milk and other products covered by the regulations as long as they comply with the prescribed requirements.

The restrictions focus on marketing and packaging practices that could discourage breastfeeding or create the impression that commercial baby food products are equivalent to breast milk.