New Delhi, Aug 7:The Women's Hospital, one of India's multi-speciality women-centric hospitals, has launched “Love Beyond the Latch”, a digital awareness campaign that broadens the conversation around breastfeeding by recognising that every mother's feeding journey is different and equally deserving of compassion, support, and care.
The campaign is being amplified across TWH's social media channels through a series of heartfelt videos featuring real stories that reflect the diverse realities of breastfeeding and early motherhood. From first-time mothers learning to breastfeed, to experienced mothers discovering that every child brings new challenges, to women who were unable to breastfeed despite wanting to, the campaign highlights the emotions, uncertainties, and resilience that often remain unseen. By sharing these stories, Love Beyond the Latch aims to normalise conversations around breastfeeding challenges, reduce feelings of guilt, and remind women that motherhood is not defined by how they feed their baby.
While breastfeeding is widely recognised as the best source of nutrition for infants, many mothers encounter challenges in the early days after childbirth, including delayed milk production, latching difficulties, pain, and concerns about milk supply. Recent research shows that 53.7% of mothers experience difficulty with latching, 53.2% report nipple soreness, and 33.7% are concerned about low milk supply during the first six months after birth.
These challenges are among the leading reasons why exclusive breastfeeding rates remain below global targets. According to UNICEF, only 48% of infants under six months are exclusively breastfed worldwide, despite recommendations for exclusive breastfeeding during the first six months of life. For many mothers, these physical challenges are compounded by feelings of guilt, anxiety, and self-doubt, underscoring the need for greater emotional and clinical support throughout their feeding journey.
Through Love Beyond the Latch, TWH seeks to shift the narrative from judgement to support, reinforcing that every mother's experience is valid and that seeking help should be encouraged rather than stigmatised.
Speaking about the campaign, Ms. Anika Parashar, Founder & CEO at The Women's Hospital said,
“We have always believed that women's healthcare extends far beyond childbirth. Breastfeeding is an important part of that journey, but it is also one of the most emotionally vulnerable experiences many mothers go through. While we actively encourage and support breastfeeding, we also recognise that every mother's journey is different, and not every woman is able to breastfeed despite wanting to. No mother should carry guilt because her journey looks different from someone else's. This belief is reflected in our Human Milk Bank, which ensures that when a mother's own milk is unavailable, babies can still receive the benefits of donor human milk in a safe, clinically supported environment. Through Love Beyond the Latch, we hope to encourage more compassionate conversations around breastfeeding, replacing judgement with empathy and reminding every mother that motherhood is defined by love, care, and presence not by a single feeding experience."
With Love Beyond the Latch, TWH reaffirms its commitment to creating a more inclusive conversation around maternal health, one that supports women through every stage of motherhood and ensures they never have to navigate their feeding journey alone.