30 September,2026 08:41 AM IST | Mumbai | Abhitash Singh
FDA Commissioner Tukaram Mundhe at the press conference. Pic Courtesy/Tarun Mehra
The Maharashtra Food and Drug Administration has ordered immediate and stricter enforcement of the law governing infant milk substitutes, feeding bottles and infant foods, targeting promotions through hospitals, doctors, pharmacies, medical events, e-commerce platforms, and social media.
The move comes amid concerns over breastfeeding practices in the state. NFHS-6 data show that 52.8 per cent of children under six months in urban Maharashtra are exclusively breastfed, compared with 75.2 per cent in rural areas. For breastfeeding initiated within one hour of birth, the corresponding figures are 51.0 per cent and 54.7 per cent.
FDA Commissioner Tukaram Mundhe has described the gap in exclusive breastfeeding as a serious concern.
"A child under two cannot protect itself. Every package of infant food sold in Maharashtra will carry the notice that mother's milk is best for the baby, and no one - no company, hospital, doctor or influencer - will be allowed to promote formula milk in violation of the law," Mundhe said in the order.
Mandatory notice
"IMPORTANT NOTICE - MOTHER'S MILK IS BEST FOR YOUR BABY"
Other labelling restrictions include:
. No pictures of infants or women on infant milk substitute or infant food packaging
. No terms such as "Humanised" or "Maternalised"
. No claims such as "Complete Food" or "Health Food" or similar expressions
. Infant food must carry the prescribed information on its use and age
. Complementary foods are to be introduced only after six months, as specified in the applicable labelling requirements
These restrictions are already contained in the applicable central law.
The order covers the promotion and marketing of infant milk substitutes, infant foods and feeding bottles through:
. Social media and messaging platforms
. E-commerce marketplaces
. Hospitals and nursing homes
. Doctors and other health workers
. Pharmacies
. Medical conferences and seminars
. CME/CPD programmes
. Parenting and influencer platforms
No freebies, no promotions. The FDA has directed that infant milk substitutes, infant foods and feeding bottles must not be promoted through:
. Advertisements
. Free samples
. Gifts
. Coupons
. Cashback offers
. Discount campaigns
. Influencer promotions
. Cross-promotion
The IMS Act already prohibits advertising and promotion of these products, as well as the distribution of samples, gifts and other inducements. The FDA's order seeks to enforce these provisions across newer digital and commercial channels.
The administration said its inspections found infant nutrition products being promoted through:
. Hospitals
. Pharmacies
. Medical conferences
. Online discounts
. Influencers
. Parenting platforms
It also flagged products sold under names such as:
"Baby cereal" | "Health mix" | "Stage food" | "Nutrition powder"
The order says such marketing may be used in ways that evade prescribed standards.
Companies will also not be permitted to provide financial benefits or other support to health workers, hospitals, nursing homes, pharmacies or medical associations in connection with:
. Conferences and seminars
. CME/CPD programmes
. Fellowships
. Research
. Sponsorships
. Travel and hospitality
. Registration or speaker fees
. Grants and other benefits
The law specifically prohibits producers, suppliers and distributors from providing financial inducements or gifts to health workers and bars contributions or pecuniary benefits for conferences, educational courses, fellowships, research and sponsorships.
[popcorn number="52.8%" desc="No. of infants under six months breastfed in urban Maharashtra" class="Default"]
Violations can result in prosecution under the IMS Act. Depending on the provision violated, the law provides for imprisonment that can extend to three years, along with fines.
Food Safety Officers already have statutory powers to enter and search premises where infant milk substitutes, feeding bottles or infant foods are manufactured, supplied, distributed or sold when there is reason to believe specified provisions have been violated.
