Unlocking the Power of Breastfeeding

World Breastfeeding Week, celebrated during the first week of August, is a powerful reminder of the foundational role breastfeeding plays in early childhood survival, health, and development. At The Power of Nutrition, we recognise breastfeeding as one of the most cost-effective nutrition interventions - and we’re proud to work with partners delivering measurable change on the ground.

One such example comes from Project Vruddhi, implemented by Action Against Hunger in collaboration with the Department of Health and Family Welfare and the Women and Child Development Department of the Government of Gujarat. Aligned with national priorities, particularly Poshan Abhiyaan (also known as the National Nutrition Mission, is the Government of India's flagship initiative to improve nutritional outcomes for children, pregnant women, and lactating mother), the programme was designed to address persistent gaps in maternal and child health and nutrition in Sabarkantha district. It focused on improving essential nutrition practices, strengthening public service delivery, enhancing the capacity of frontline workers, and fostering behaviour change through sustained community engagement. At its core, Project Vruddhi prioritised counselling and trust-building as catalysts for change - helping drive significant progress in exclusive breastfeeding and broader health outcomes through a comprehensive, community-based approach.

The Story of Vishwa and Harish

In August 2023, 36-year-old Vishwa Darji* gave birth to her third child, Harish*, via C-section at a private hospital in Gadhoda village. Despite Harish’s healthy birth weight, Vishwa was unsure about breastfeeding. Following the doctor’s advice, she delayed initiation until the second day and began supplementing with formula - assuming her own milk was insufficient.

When a Project Vruddhi team visited her home on the seventh day after birth, they faced resistance. Family members were hesitant, believing the visit was for vaccinations and preferring private care. But through calm dialogue, respectful listening, and reassurance, the team gradually built trust and were invited in.

They explained the importance of exclusive breastfeeding for the first six months, debunking myths around milk insufficiency. Vishwa was counselled on:

• Hunger cues and infant feeding frequency (10–12 times daily, including at night)
• Proper latching and breastfeeding techniques
• Hygiene practices like handwashing before feeding
• Avoiding formula or other foods before six months to prevent diarrhoea and malnutrition.

A month later, the same family that had once been sceptical now welcomed the health workers warmly. Vishwa proudly shared that she was exclusively breastfeeding, and Harish’s weight had increased from 2.7 kg (on day 7) to 4 kg. This single case demonstrates the power of community-based counselling, sustained engagement, and culturally sensitive approaches in changing health behaviours.

*Names have been changed

Programme Achievements: Surpassing Expectations

The impact of Project Vruddhi has been both measurable and transformative, with several key nutrition and health indicators surpassing their original targets. Exclusive breastfeeding rates for infants aged 0–5 months rose from a baseline of 85% to 89%. Similarly, the rate of early initiation of breastfeeding within one hour of birth increased from 47% to 58%, surpassing the target of 54%. These improvements were largely driven by consistent, community-based counselling from frontline health workers, regular mothers’ group meetings, and the use of creative social and behaviour change tools - including local reels, jingles, and community events - that helped reinforce positive practices.

Maternal health and hygiene outcomes also saw substantial progress. The proportion of women completing four antenatal care visits rose from 33% to 88%, nearing the target of 90%, while consumption of 100 or more Iron and Folic Acid tablets improved from 30% to 62%, comfortably surpassing the 48% goal. These successes were supported by joint home visits and targeted capacity-building initiatives for Accredited Social Health Activists and Anganwadi Workers, and improved coordination between Integrated Child Development Services and National Health Mission systems. In parallel, hygiene practices improved significantly, with 93% of mothers and caregivers washing hands before feeding - up from 71% and meeting the programme’s 92% target - thanks to frequent demonstrations, interpersonal communication, and integration of hygiene messaging during community meetings and household visits.

What helped Project Vruddhi stand out was its systems-strengthening approach. Rather than creating parallel structures, the project deliberately worked within existing government systems, focusing on building trust, coordination, and capacity at every level. This included strengthening collaboration between health and nutrition services to ensure more integrated and effective delivery. Frontline health workers were equipped not only with technical skills but also with the confidence and tools needed for effective community counselling. At the community level, the project focused on promoting positive norms around infant and maternal nutrition, helping shift behaviours in a sustainable and culturally sensitive way.

Looking Ahead: Breastfeeding as a Gateway to Health Equity

Breastfeeding is more than a health practice - it's a gateway to equity, resilience, and lifelong development. The story of Vishwa and Harish underscores how the right information, delivered with empathy and consistency, can shift behaviours and transform lives.

As we observe World Breastfeeding Week 2025, The Power of Nutrition celebrates our partners who are making these shifts possible. From building the confidence of mothers to strengthening the health system they rely on, every effort matters.

Together, we can ensure that every child receives the best start in life - one feed, one mother, one frontline worker at a time.

Case story courtesy of Action Against Hunger.

Photo credit: Aneri Nihalani for Action Against Hunger India

Learn more about the programme here.