Odisha strengthens breastfeeding support systems to build a healthier future for children

THEBUISNESSBYTES BUREAU

BHUBANESWAR, JULY 31, 2025

Reaffirming its commitment to child health and nutrition, the Government of Odisha, through the Directorate of Health and Family Welfare in collaboration with UNICEF, organized a high-impact media workshop on Thursday to mark the upcoming World Breastfeeding Week 2025. The event, held at the Directorate’s Conference Hall, centered around the theme *“Prioritize Breastfeeding: Create Sustainable Support Systems / Invest in Breastfeeding, Invest in Future,”* underscoring the vital role of breastfeeding in nurturing a stronger, healthier next generation.

With this initiative, Odisha is putting children at the heart of its public health agenda by investing in sustainable systems that empower mothers, families, and communities to practice and promote breastfeeding. The media workshop served as a platform to spotlight ongoing state efforts and engage the media in amplifying public awareness around breastfeeding’s multifaceted benefits.

Dr. Rajyashree Pattnaik, Director, Directorate of Family Welfare, emphasized the far-reaching impact of breastfeeding, stating, “Our Department is actively creating an enabling environment for mothers through stronger counselling services and community awareness programs, ensuring mothers get accurate information, timely guidance, and emotional support to continue breastfeeding. Prioritizing breastfeeding today isn’t just a health decision; it’s a vital investment in a healthier, stronger future for our children and generations to come.”

UNICEF Nutrition Specialist Sourav Bhattacharjee echoed these sentiments, urging shared responsibility across all levels of society. “Breastfeeding is not just a personal choice; it’s a societal responsibility. Creating sustainable support systems—from maternity protection to counselling and community awareness—is crucial to help mothers overcome barriers and provide the best nutrition for their babies,” he stated.

Odisha continues to outperform national averages in key breastfeeding indicators. According to NFHS-5 data, 68.5% of newborns in Odisha are breastfed within the first hour of birth, compared to the national average of 41.8%. Likewise, 72.9% of children under six months are exclusively breastfed, surpassing the national figure of 63.7%, showcasing the state’s robust efforts in promoting early and exclusive breastfeeding practices.

Adding further depth to the discussion, Dr. Aditya Mohapatra, Additional Director of Child Health, underscored the lasting health benefits of breastfeeding. “Breastfeeding acts as the first vaccine for a child, protecting them from infections and ensuring healthy growth. It also benefits mothers by reducing risk of certain diseases. Our focus should be on continuous awareness and building an environment that makes breastfeeding the norm,” he said.

Dr. Smrutijit Patnaik, Joint Director of Nutrition, highlighted the department’s comprehensive multi-pronged approach, including ongoing training for healthcare providers, discouraging the use of infant milk substitutes, and promoting Baby-Friendly Hospital Initiative (BFHI) assessments. “We’re also building mother support groups to connect and aid breastfeeding mothers in their communities,” he added.

The session concluded with a vote of thanks from the Directorate’s Nutrition Division, followed by a lively interactive Q&A session, during which media professionals explored strategic avenues for disseminating impactful public health messages. As Odisha leads by example, this initiative sets a benchmark for prioritizing breastfeeding as a cornerstone of child development and public health policy.