Winning Bizness Desk

Mumbai.Maharashtra FDA tightens baby milk rules, bans baby images and promotions, sets penalty up to Rs 10 lakh

Maharashtra’s Food and Drug Administration (FDA) has tightened rules governing infant formula milk and other baby food products, making stricter labelling, advertising and safety requirements mandatory. The new provisions require manufacturers to prominently carry the message, “Mother’s milk is the best food for the baby”, on the packaging of infant formula and baby food.

FDA Commissioner Tukaram Mundhe said the restrictions will cover manufacturers, importers, brand owners and e-commerce platforms selling such products.

Advertising and promotional offers face strict curbs

The FDA has barred advertising and promotional activities for infant formula and baby food, including free samples, gifts, coupons, cashback offers, influencer promotions and social media campaigns.

The rules also prohibit the use of pictures of babies or mothers on product packaging. Violations can attract a penalty of up to Rs 10 lakh. The restrictions are intended to ensure that marketing practices do not encourage unnecessary use of formula milk among infants.

New rules target ingredients and sugar claims

The regulations also prescribe restrictions on ingredients used in baby food products.

Preservatives, added colours and flavouring substances will be prohibited.

Added sucrose can be used only when necessary and must not exceed 20% of total carbohydrates.

Misleading “no added sugar” claims will not be permitted.

Manufacturers will have to ensure that product labels and claims accurately reflect the contents and nutritional composition of the food.

Hospitals must report suspected adverse effects

Hospitals and paediatricians will also have responsibilities under the new framework. They will have to report suspected adverse effects in children consuming infant formula. Manufacturers, meanwhile, must report serious incidents to the authorities within 48 hours. This creates a system for tracking possible safety concerns after products reach consumers.

Manufacturers must maintain complete product traceability

Manufacturers, importers and brand owners will be required to maintain batch-wise traceability of their products. They must also have systems to record consumer complaints and safety incidents and should be able to recall products whenever required. These provisions will allow authorities and companies to identify affected batches and take action when a safety issue is reported.

Formula milk remains an alternative, not replacement

Formula milk is a milk substitute developed for infants. It is generally available as a powder that is mixed with water before feeding. It contains nutrients such as protein, fat, carbohydrates, vitamins and minerals.

The World Health Organisation recommends exclusive breastfeeding for healthy infants during the first six months. Complementary foods can be introduced after six months while breastfeeding continues.

Formula milk can be useful when breastfeeding is not possible or when a paediatrician recommends a specific formula based on the child’s needs.

India’s formula milk market runs into thousands crores

India’s infant formula milk market is estimated at around Rs 27,000 crore annually, with several domestic and international brands operating in the segment.

Major companies include:

• Nestlé
• Abbott
• Danone/Nutricia
• Mead Johnson
• Friesland Campina

The Maharashtra FDA’s latest measures bring tighter controls over how these products are labelled, promoted and monitored, while placing greater responsibility on companies for product safety and traceability.