Maharashtra FDA tightens rules on baby milk: 'Mother's milk is the best' mandatory, photo of baby also prohibited; Rs 10 lakh fine for violations

The Maharashtra Food and Drug Administration (FDA) has announced new strict rules regarding formula milk and other baby food used for infants. It has made it mandatory to write 'Mother's milk is the best food for a baby' on the packet. According to FDA Commissioner Tukaram Mundhe, advertisements of formula milk and infant food, free samples, gifts, coupons, cashbacks, influencer promotions and social media promotions will be banned. These rules will be applicable from manufacturers to e-commerce platforms. Apart from this, the picture of the baby or mother cannot be affixed on the packet. There is a provision of fine of up to Rs 10 lakh for violation of the rules. These items will also be banned in baby food. Preservatives, extra colours and flavouring substances will be banned in baby food. Excess sucrose can be used only when required and up to 20% of the total carbohydrates. Falsely claiming 'No Added Sugar' will also be banned. Hospitals and paediatricians will have to report suspected adverse effects in children taking formula milk. The manufacturer will have to report serious incidents within 48 hours. Manufacturers, importers and brand owners have to maintain traceability, grievance and incident management of each batch, as well as the ability to withdraw the product if needed. What is formula milk, how appropriate; 3 related questions and answers... What is formula milk? Formula milk is a substitute for milk made for infants. It is usually given in powder form by mixing it with water. It contains proteins, fats, carbohydrates, vitamins and minerals etc. according to the nutritional needs of the baby. Is it beneficial? According to the WHO, healthy babies are advised to give only breast milk for the first 6 months. It is recommended to continue breastfeeding by starting complementary feeding after 6 months. However, in some situations when breastfeeding is not possible or the doctor advises a particular formula, formula milk can be a useful option. In such cases, it is advisable to consult a paediatrician as per the child's need. How big is the market in India? The annual market for formula milk in India is around ₹27 thousand crore. There are many companies and brands. Major companies include Nestlé, Abbott, Danone/Nutricia, Mead Johnson and FrieslandCampina.