The recent launch of Amul's liquid ready-to-feed infant formula has stirred controversy, with public health activists alleging that the dairy giant is in violation of the Infant Milk Substitutes (IMS) Act of 1992. The Breastfeeding Promotion Network of India (BPNI), an organization dedicated to promoting and supporting breastfeeding, has filed a formal complaint with various government bodies, including the Ministry of Women and Child Development, the Ministry of Health, the Food Safety and Standards Authority of India (FSSAI), and the National Commission for Protection of Child Rights (NCPCR).
The core of the complaint revolves around the assertion that Amul's promotion of its new product directly contravenes the IMS Act, which aims to protect and promote breastfeeding by regulating the production, supply, and distribution of infant milk substitutes, feeding bottles, and infant foods. Activists argue that Amul's marketing tactics, including highlighting the convenience of the liquid formula as "ideal to carry" and "good for working mothers," positions the product as a direct replacement for breastfeeding, which is explicitly prohibited under the Act.
Section 3(c) of the IMS Act states that "No person shall... take part in the promotion of infant milk substitutes, feeding bottles or infant foods." BPNI contends that Amul's actions constitute a clear violation of this provision. Further, the organization points to Section 2(g) of the IMS Act, which defines "infant milk substitute" as any food marketed or represented as a replacement for mother's milk for infants up to two years of age, and Section 2(j), which defines "promotion" as employing any direct or indirect method to encourage the purchase or use of infant milk substitutes.
Adding to the controversy is the use of a teddy bear image on the product's packaging. BPNI argues that this violates Section 6(2)(b) of the IMS Act, which prohibits the use of images or phrases designed to increase the saleability of infant milk substitutes or infant food. The teddy bear, they claim, is not a neutral symbol and serves to emotionally appeal to consumers, thereby influencing purchasing decisions.
In response to these allegations, Amul has denied any violation of the IMS Act. The company stated on X that "Amulspray is one of India's oldest and most trusted infant milk food brands and is in complete compliance with the IMS Act." They further asserted their commitment to adhering to all guidelines set forth by BPNI regarding the promotion of infant food in India.
However, public health advocates remain steadfast in their criticism. They argue that Amul's assurances do not negate the promotional nature of their marketing campaign and the potential harm it poses to breastfeeding practices. They emphasize the importance of exclusive breastfeeding for the first six months of a child's life, as recommended by global health organizations, and the potential health risks associated with the unnecessary use of infant formula.
The BPNI has urged authorities to take immediate action, including directing Amul to cease all promotional activities related to the infant milk substitute, removing the teddy bear graphic from the product label, establishing a monitoring mechanism to ensure compliance with the IMS Act, and issuing advisories to media outlets to vet press releases for legal compliance before publication. The complaint underscores the need for strict enforcement of the IMS Act to protect breastfeeding and safeguard infant health.
