Amul, a leading Indian dairy company, has been criticized by public health advocates for launching a liquid infant formula that allegedly violates the Infant Milk Substitutes (IMS) Act. The Act regulates the marketing and promotion of breastmilk substitutes, and critics argue that Amul’s product launch and packaging flout these regulations. The controversy began when media coverage of the product highlighted its ease of use and suitability for working mothers, implying that it is a convenient alternative to breastfeeding. Activists claim that this kind of language promotes the product, which is prohibited under Section 3(c) of the IMS Act for children under two years old.
The activists have also taken issue with the product’s packaging, which features a teddy bear graphic that they argue makes the product more appealing and drives sales. This, they claim, contravenes the IMS Act’s provisions against using illustrations or designs that enhance the appeal of infant foods. The activists have filed formal complaints with regulatory bodies, including the Ministry of Women and Child Development and the National Commission for Protection of Child Rights, calling for an investigation into Amul’s launch strategy and packaging design.
The activists are demanding that Amul withdraw the promotional visuals, including the teddy bear, and establish media reporting guidelines to prevent non-compliant promotion of infant nutrition products. They also want stricter enforcement of the IMS Act to prevent future violations. Amul has responded to the criticism, stating that its marketing practices comply with the IMS Act and do not amount to promotion under the law. The company claims that its longstanding infant milk brand, Amulspray, is in complete compliance with the Act. The controversy highlights the challenges of balancing the need to provide convenient and nutritious infant nutrition products with the need to protect breastfeeding and comply with regulations aimed at preventing the promotion of breastmilk substitutes.