World Breastfeeding Week
No bottle, no shame, no judgement — practical breastfeeding support in 7 Indian languages.
Most lactation content online is either preachy ("breast is best") or impossibly clinical. New mothers in India need neither — they need a video showing a real latch, a number to call at 3 AM, and someone telling them their experience is normal. We ship all three.
Seven days, seven helps
Latch library
14 short clips (in 7 languages) showing the cross-cradle, football, side-lying holds.
24×7 lactation chat
In-Care chat with certified IBCLC consultants for the duration of the week.
Pumping playbook
Step-by-step for working mothers — schedules, storage, hospital-grade vs personal.
The week
- Aug 1Open
Latch library live. Lactation chat opens.
- Aug 3Common problems day
Cracked nipples, blocked ducts, mastitis — solutions card sequence.
- Aug 5Working mums
Pumping playbook + return-to-work logistics card.
- Aug 7Wrap
Sakhi AMA with three IBCLC consultants + a paediatrician.
Common questions
Exclusive breastfeeding vs mixed feeding — what is best?
WHO recommends exclusive breastfeeding for the first 6 months, then continued breastfeeding alongside complementary foods up to 2 years. Mixed feeding is sometimes medically necessary (low supply, NICU, work). Either way, fed is foundational — and an IBCLC can help you maximise what is possible for your situation.
I think my supply is low — what do I do?
True low supply is rarer than it feels. First check: is baby gaining weight, having 6+ wet nappies a day? If yes, supply is probably fine. If concerned, open the 24×7 lactation chat in Care or see /care/care-team for an IBCLC. Avoid switching to formula on assumption alone.
How do I keep breastfeeding when I go back to work?
Most women combine pumping at work with direct feeds at home. Build a small freezer stash 2–3 weeks before returning, talk to your employer about pumping breaks (a legal entitlement under the Maternity Benefit Act for many establishments), and use the SHELY pumping playbook for schedules and storage.
Latch hurts. Is that normal?
Brief discomfort in the first 10–15 seconds is common in early weeks. Sustained pain, cracked nipples, or pain through the whole feed is a sign the latch needs correction — not a sign you have to suffer. Watch the latch library, then book an IBCLC if pain continues.
Three weeks in, both nipples were cracked and I was about to quit. The 3 AM chat with the IBCLC walked me through the football hold over video. Pain gone in two feeds.
Keep going
This campaign is one nudge. Here's where it leads on SHELY.
Get notified about the next campaign
One short email per week, plus a heads-up when the next women's-health campaign goes live. Indian voices, no spam.
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