Union Health Minister J. P. Nadda said that breastfeeding should be promoted at all levels, as it is the most natural and cost effective intervention of human development. According to health ministry, poor breastfeeding practices contribute to about 13 percent of child deaths.
"There is a need to promote breast feeding at every levels. We must appreciate that breastfeeding is a child's first inoculation against death, disease and poverty," said Nadda. The minister was speaking at the launch of MAA (Mothers Absolute Affection), a flagship programme for promotion of breastfeeding.
‘Breastfeeding creates a special bond between mother and baby and the interaction between the mother and child during breastfeeding has positive impact for life.’
The event was attended by newly appointed Minister of States Anupriya Patel and Faggan Singh Kulaste and Madhuri Dixit, who is the UNICEF's Celebrity Advocate for the campaign
Emphasising on the awareness of breast feeding, Kulaste, said: "Awareness is the key among people and we have to work on dispelling myths an misconceptions. Breastfeeding creates a special bond between mother and baby and the interaction between the mother and child during breastfeeding has positive impact for life, in terms of stimulation, behaviour, speech, sense of well-being, security and how the child relates to other people."
Anupriya Patel said: "Launching MAA-Mother's Absolute Affection is Ato create an enabling environment to ensure that mothers, husbands and families receive adequate information and support to promote breastfeeding practices.a
The ministry said that Athe campaign MAA is a nationwide programme launched in an attempt to bring undiluted focus on promotion of breastfeeding and provision of counselling services for supporting breastfeeding through health systems.