A model challenging the social norm and breastfeeding on the cover of Grihalakshmi magazine has divided the Indian public.
The fortnightly magazine, published in the southern state of Kerala in the Malayalam language, showed 27-year-old model Gilu Joseph cradling an infant while breastfeeding.
The text reads: "Mums tell Kerala - don't stare, we want to breastfeed."
Many women in India use the traditional sari garment to cover themselves while breastfeeding in public.
Grihalakshmi magazine pictured a model breasfeeding on its front cover. Source: Grihalakshmi magazine
But without covering, breastfeeding in public is seen as taboo and draws criticism.
But the "bold" cover image has divided the Indian public.
Many have praised the campaign as a "big leap" towards breaking the social norm without sexualising breastfeeding.
Other social media users criticised Grihalakshmi for commercialising breastfeeding and using a model who is not a mother herself.
Mangalore local Dantis Joe Shaji said the magazine had challenged "the way people look at women" in a country that makes "sex, menstruation, breastfeeding and everything a taboo".
Some thought the message was counter-productive since the magazine did not use a mother.
A photo posted on Facebook of a 23-year-old mother breastfeeding in public inspired the magazine's campaign celebrating International Women's Day.
Joseph told the Indian Express she wanted the public to see breastfeeding as a beautiful natural instinct.
She said it was not going to change her mind that her parents were against the image appearing on the magazine front cover.
"But nothing can deter me from doing what I feel is right," Joseph said.
The Mother's Absoulte Affection (MMA) UNICEF breastfeeding program was launched in 2016 to help promote breastfeeding in India.
UNICEF claim only 65 per cent of Indian women exclusively breastfed for the first six months after their child was born, while only 50 per cent of children between 6-8 months were given complementary foods along with breasfeeding.
