Activists are outraged over Amul’s launch of “India’s first liquid infant formula”, claiming it violates the Infant Milk Substitutes (IMS) Act. The Act prohibits promoting breastmilk substitutes for children under two years old. Amul’s product launch and media coverage emphasized its convenience, particularly for working mothers, which activists argue positions it as a breastfeeding substitute. This, they claim, is a clear case of promotion, explicitly prohibited under the IMS Act.
The Act states that no person can promote infant milk substitutes, feeding bottles, or infant foods, and prohibits the use of pictures or graphic material that increases the saleability of these products. Activists point out that Amul’s use of a teddy bear graphic on the product label could be a breach of this provision. They have complained to the government, demanding an inquiry into the launch and promotion of Amul’s product, removal of the teddy bear graphic, and enforcement of the IMS Act.
Amul has responded, stating that it is in complete compliance with the IMS Act. However, public health advocates argue that the company’s actions are a clear violation of the law. They claim that the promotion of the product as convenient for working mothers is a subtle way of positioning it as a substitute for breastfeeding, which is prohibited.
The complaint has sparked a heated debate about the marketing of infant milk substitutes in India. Activists are calling for stronger enforcement of the IMS Act and stricter guidelines for the promotion of these products. The government has been urged to take action against Amul and ensure that the company complies with the law. The issue highlights the ongoing challenges in promoting breastfeeding and regulating the marketing of infant milk substitutes in India. The government’s response to the complaint will be closely watched, as it will set a precedent for the regulation of similar products in the future.