World Breastfeeding Week 2018 is observed from August 1 to 7 At a time when the world is trying to normalize breastfeeding and spread awareness about the undisputed health benefits of breastfeeding it still remains one of the most taboo and misunderstood topics in India. As if new moms don’t have enough problems to worry about they are often subjected to erroneous and sometimes downright harmful advice by ‘well-meaning’ people around them including their mothers relatives and women who consider themselves experts on the subject just because they have breastfed their kids before. Breastfeeding is one of the purest most essential