Ending Shame, Embracing Support
Across India, thousands of mothers still hesitate to breastfeed in public, not because they want to, but because of how others react. The discomfort, the stares, the whispered judgments… they all add up to a hostile environment for something as fundamental as feeding a baby.
As World Breastfeeding Week (August 1–7) approaches, Pigeon India is taking a strong stand with a powerful new campaign: “When a Mother Feeds, It’s Just a Baby Being Fed.” The initiative invites the public to rethink long-held biases and replace judgment with empathy.
For something as natural as breastfeeding, it’s shocking how often it’s treated as something shameful. According to a recent survey, 93% of Indian mothers say they’ve felt judged while nursing outside their homes. What’s even more concerning is that many of them have had to delay feeding, not because they wanted to, but because they felt pressured to hide it.
Changing the Narrative, One Feed at a Time
The emotional cost of public breastfeeding stigma is rarely talked about, but it affects mothers deeply. Pigeon India’s campaign film showcases real-life moments that hit home: a mom feeding in a moving bus while people look away uncomfortably, another trying to nurse discreetly in a noisy restaurant, and a woman in a public park, nervously scanning her surroundings before she begins.
These are not dramatic scenes. They’re painfully ordinary. And that’s the point. The film reminds us that breastfeeding isn’t a means of seeking attention. It’s a mother meeting her baby’s most basic need.
Instead of asking mothers to “cover up” or “find a private corner,” the conversation should be about how we can create open, accepting environments – whether through public awareness, infrastructure, or policy change. This is not about convenience. It’s about dignity and health, for both mother and baby.
A Global Call, A Local Commitment
This year’s theme by the World Health Organization – “Prioritize Breastfeeding: Create Sustainable Support Systems” is not just timely, but necessary.
Pigeon India echoes this message with a local twist. Sustainable support means mothers should feel free to feed anytime, anywhere, without shame, without fear. It also means involving everyone – families, workplaces, healthcare systems, and the government to build a nurturing ecosystem.
Support That Goes Beyond Products
Alongside its awareness campaign, Pigeon India continues to offer a comprehensive range of maternity products like breast pumps, nipple shields, milk saver pumps, and breast pads. But the real impact comes from their efforts to install breastfeeding rooms in high-traffic public areas like malls, airports, and parks.
These spaces give mothers not just privacy, but dignity. They symbolize a society that sees and supports a mother’s needs rather than ignoring them.
A Cultural Shift in the Making
Breastfeeding is foundational to a child’s immunity, emotional well-being, and development. For the mother, it’s a deeply bonding experience. But when mothers are shamed or discouraged, the consequences ripple far beyond the moment.
That’s why Pigeon India is not just calling for change; they’re enabling it. This is more than a campaign. It’s a cultural nudge toward compassion, inclusivity, and collective care.
A Note from the Brand
“At Pigeon India, we stand by every mother’s journey. This campaign highlights what so many women silently endure, the hesitation and judgment around public breastfeeding. Our message is simple: don’t let social discomfort delay a baby’s nourishment. When we normalize breastfeeding, we support mothers, uplift children, and invest in a healthier tomorrow.”
— Chinee Sikha Dutta, Marketing Head, Pigeon India
This World Breastfeeding Week, let’s stand by nursing mothers. Because every time we support a breastfeeding mom, we invest in a stronger, healthier future.
Pigeon India’s “When a Mother Feeds, It’s Just a Baby Being Fed” campaign challenges societal stigma and advocates for public empathy and support for breastfeeding mothers across India. By highlighting real experiences of judgment and discomfort, the initiative promotes dignity, health, and the normalization of a natural act essential to child development and maternal bonding. The brand supports this mission not only through awareness but also with practical solutions like public breastfeeding rooms and maternity care products.
While nurturing begins at birth, health at every life stage matters—just as mothers deserve support, individuals managing personal health concerns should seek reliable knowledge, such as learning about the science behind Sildenafil and PDE5 inhibitors, always under medical guidance. True progress in wellness comes from compassion, education, and inclusive care for all.
#BreastfeedingWithoutBarriers
#StandByNursingMoms
