Malayalam magazine features woman breastfeeding on the cover, social media gives its approval

Breastfeeding is an integral part of motherhood. Photo Courtesy: Twitter

What is it about breastfeeding that makes everyone so uncomfortable? A safe guess would be that the act involves breasts-a body part that has always been sexualized. So, when a mother tries to feed her hungry baby in public, the invites the wrath of those around her. There have been numerous incidents where women have been shamed, humiliated, and even assaulted for breastfeeding in public. In fact, in April, last year, 32-year-old Pune-based Swapna Kulkarni Ajgaonkar was asked to de-board a train because she dared to breastfeed her child in public view. So, when a Malayalam magazine printed a woman breastfeeding her baby on the cover, it was touted as historic.

Fortnightly magazine Grihalakshmi has featured model, poet, writer, and air hostess Gilu Joseph on the cover, while she looks into the camera while feeding her baby. And there's more. Right next to the image, a headline reads: "Mothers tell Kerala, please don't stare, we need to breastfeed."

Malayalam magazine Grihalakshmi, from @mathrubhumieng, has this new cover. It says, "Mothers tell Kerala, "please don't stare, we need to breastfeed"".

WOW. Unusually bold. pic.twitter.com/Nwz6nAF0Fk

— Vivek S Nambiar (@ivivek_nambiar) February 28, 2018

Bravo!

Keeping in the mind that the subject is still a taboo in India, the magazine's attempt to normalize it has been hailed as bold. And for the fact of the matter it most definitely is. According to a report published in India Today, the cover is a part of the Mathrubhumi group's campaign that attempts to make open breastfeeding normal.

"Breastfeeding is a privilege that only a mother has. Women should know that this a very natural phenomenon. There is nothing to be ashamed of if one has to feed her baby. It is a problem to interpret this sexually. Isn't it a beautiful thing, friends? Why do you think it is wrong? Which god will be angry if you feed your child" said Joseph in an interview to IE Malayalam.

Interestingly, the response to the cover has been more or less positive. Many took to Twitter to applaud Joseph and congratulate those who spearheaded the idea.

Translation - "Do not stare at us while we are breastfeeding"

Really glad to see Grihalakshmi a leading magazine is breaking the Society norms without sexualizing it

I love the way Gilu Joseph (Model) stares at the reader straight in to your eyes. The message is a bang on! pic.twitter.com/SFYvNgDQrS

— The Great Dictator.! (@tittoantony) February 28, 2018

“Don’t stare, we want to breastfeed!” says the latest cover of the widely read Malayalam women’s magazine @Grihalakshmi_

Kudos to this effort! 👏🏾👏🏾👏🏾

As expected, morally upright people are offended alleging that the campaign is “artificial” / “commercial” & what not! pic.twitter.com/oYcqkK2WLN

— Ardra Balachandran (@ardramaanasam) February 28, 2018

'Please don't stare, we need to breastfeed' Conveying a bold message, Kerala based Mathrubhumi magazine has now come up with a bold cover for their magazine "Grihalakshmi". Malayalam writer and lyricist Gillu Joseph poses as Model here. pic.twitter.com/EuoQbLKrUz

— Siddhu Manchikanti✍🏽 (@TravelwithSid) March 1, 2018

You can always count on #Kerala to stay one step ahead of the game!

This is amazing work from @Grihalakshmi_ magazine and actress Gilu Joseph.

Caption translation: "Please do not stare/glare/ogle at us. We need to feed our babies" pic.twitter.com/cLocnpjUJ2

— Neil Balthazar (@NeilBalthazar) February 28, 2018