JP Nadda launches breast-feeding campaign

Blaming market forces for making the most “natural” and “cost-effective implementation” “unnatural”, Union health minister J.P. Nadda on Friday launched nationwide breast-feeding programme — “MAA-Mother’s Absolute Affection” — aimed at promoting the practice of breast-feeding among mothers, alongside Bollywood actress Madhuri Dixit-Nene.

“One thing that amuses me is right from the time humanity came into existence, what was natural has been made unnatural by market forces. Look at the dilemma that we have to do a campaign to promote breast-feeding. We should not be driven by these forces,” he said, while attacking the supplementary products for babies that are flooding the market.

Confident that the “cost-effective” intervention will help reduce under five mortality rate, Mr Nadda said that national health indicators like, Infant Mortality Rate (IMR), Maternal Maternity Rate (MMR), Total Fertility Rate (TFR) and under five mortality are declining faster in India than other parts of the world and this intervention will further transform into healthy children and healthy India.

According to the government data, “Around 20 per cent newborn deaths and 13 per cent under-five deaths can be prevented by breast-feeding,” said Union health secretary C.K. Mishra. For the new MAA programme, a total of '30 crores has been allocated, while each district will be allotted '4.3 lakh for implementing the various activities under it.

Claiming that “Maa” is better than “moo,” Union WCD secretary Leena Nair said that mothers’ milk is wholesome and good.

The health ministry said that as per the recent survey, 44.6 per cent mothers initiate breast feeding within an hour of birth, despite the fact that about 78.7 per cent deliver in institutions. Further 64.9 per cent babies are exclusively breastfed in the first six months of birth and 50.5 per cent initiate complementary feeding at six months.

Madhuri Dixit-Nene called for the support of the family and said that everyone will have to play a role if breast feeding has to be made a success.