1MG – Lido Mall attempts to break the Limca Book of Records with a 50-foot-long sandwich this Saturday

Representatives from 30+ countries to be present,

Bengaluru, September 18, 2018: As part of the ongoing month-long Foodie Fiesta, 1MG – Lido Mall is attempting to break the current Limca Book of Records with a 50-foot-long submarine sandwich.

The record-attempting event will be held onSeptember 22, Saturday, 12 noon at the entrance of the mall accompanied by the beats of dollu kunitha, traditional drum dance from Karnataka, which will be a sign to mark this key milestone. With the objective of promoting a holistic lifestyle through food and its connectivity with the community, the music will be a symbol of outreach from the mall.

Each and every ingredient of the submarine sandwich including the bread, carrots, mayonnaise and more will be provided by the F&B outlets present in 1MG – Lido Mall. In line with the community spirit, all F&B outlets will get together as a single team from the mall to attempt for the Limca Book of World Records.

While ensuring the visitors of the mall have had their fill from the submarine sandwich, a portion will be handed over to an NGO to ensure that the food that is prepared is shared with the community.

Representatives from the expat community comprising more than 25-30 nationalities will also be invited to participate in the event, ensuring that the mall reaches out to everyone to share in the happiness.

Suman Lahiri, Chief Operating Officer, 1MG – Lido Mall, says: “This is the first time a mall such as ours is attempting the Limca Book of Records and we are delighted to share our happiness with the participation of our community – both locals and expats together. Foodie Fiesta is one of the rare culinary fests hosted in Bengaluru where people not only consume but also get ample opportunities to learn about the nuances of overseas palates that is becoming a craze among food connoisseurs. In addition, you also get to interact with and get inspired by leading celebrity chefs who will showcase their gastronomic delights to the foodies.”

Foodie Fiesta – Season Five is a culinary series being organised by 1MG – Lido Mall to showcase the best of food and beverages comprising Indian, coastal cuisine, Continental and Chinese. The five-part series will provide an opportunity to enjoy these exotic and gastronomic treats through the month of September.

“Food is something that is near and dear to each one’s heart. Everyone has a different taste and as a mall we cater to different cultures, people and taste buds. Food is used as a medium to talk to the heart and this helps us to connect to our customers through what they like,” explains Bhanu, Marketing Manager, 1MG – Lido Mall, Bengaluru.

As part of the month-long fest, a slew of activities is planned including cooking classes, cooking competitions and much more.

“1MG – Lido Mall is already a crowd puller for gourmet food lovers as it provides for a multitude of eating options. In a celebration of food clubbed with activities ranging from chef demos and mixology sessions to workshops and a gourmet market, we are excited to host the festival in Bengaluru, which is a food lovers’ paradise,” adds Roby Varghese, Centre Manager of 1MG – Lido Mall.





Bangalore, 15th Sept. 2018:

Max, country’s largest fashion brand and Elite, global talent management company, are back with the 5th edition of ‘Elite Model Look India 2018’, one of the most sought-after & prestigious contest in the world. A change to gain global popularity, prominence and prestige. The contest is a lifetime opportunity for thousands of boys and girls to become the next International Super Model and reach great heights like Cindy Crawford, Stephanie Seymour, Gisele Bundchen, Sigrid Agren and Constance Jablonski.

The contest which will tour 04 cities – Mumbai, Delhi, Hyderabad and Bangalore this year, reached Bangalore for its preliminary Regional Casting rounds. Bangalore Regional Casting took place at Phoenix Market City on Saturday, 15th September 2018. The esteemed panel of jury included Dayana Erappa – Model, Dipti Gujral – Supermodel & VJ, Manoviraj Khosla – Couturier, Waseem Khan – Star Photographer and Marc Robinson – Licensee – Elite Model Look India.

At the end of the casting, 07 Girls and 06 Boys saw their dreams come true as they were selected for the next stage, Elite Model Look National Casting that will take place in Mumbai on 27th September. Contestants were shortlisted from hundreds of hopeful contenders based on criteria like their ramp walk, first impression and photogenic appeal. The lucky contestants chosen from Bangalore auditions are –

Girls – Akshara Jandhyala, Diya Palit, Krupali Poonacha, Leeannah Alexander, Namrata Nair, Sanmathi Wagle, Veronica Ruby.

Boys – Ihsaan Hisham, Kenneth Alexander, Kevin Alexander, Rizwan Shariff, Sahil Bhardwat, Thejus Prabhakaran.

These contestants will compete in the final selection round in National Casting along with contestants shortlisted from Mumbai, Delhi and Hyderabad. At the end of the National Casting, the Elite Model Look jury will choose contestants to participate in India Final that will take place in Mumbai in the month of October 2018. The ultimate goal is to win a place in the prestigious Elite Model Look World and to secure a 2-year contract with the Elite agency.

Speaking at the event, Mr. Raghu Rajagopalan – COO, Max Fashion said, “Max Fashion’s aim has always been to democratize fashion for all. We try to promote the right blend of fashion with price. Since youngsters are our key customers, we are proud to bring Elite Model Look to India which bring renowned international model platform for our Indian customers.”

Marc Robinson – Licensee, Elite Model Look India says, “Elite Model Look is the number one International model search in the world. This is a sure shot, a onetime lifetime opportunity to get the right exposure and work internationally as a model. For young aspiring models who want a career in the international model scene it doesn’t get bigger and better than this! Grab this opportunity provided by Max Elite Model Look with both hands and run with it!”

For more details about the contest, visit – www.elitemodellook.in



~ Contemporary style, Impeccable quality, Affordable luxury and Advisory expertise, under one roof ~

 Bangalore, 11th September 2018: MIMI Homes announces its foray into the Indian home décor and furniture market, with the launch of their first store located in the prime locale of Indiranagar, Bangalore. A brand of Singapore’s award- winning furniture store, WTP-The Furniture Company, MIMI Homes offers contemporary décor and furniture, specially sourced for style aware Indians. MIMI furnishings will also be made available online via www.mimihomes.store

The 5500 sq ft store that is spread over two floors, houses an eclectic and vibrant range of products that is sourced from around the world and is carefully curated to reflect great taste, at affordable price points. In keeping with the WTP legacy of discerning style, impeccable quality, reliability and commitment to their customers, MIMI will also offer design services at the store, to help customers plan collections according to their individual design aesthetics.


The collection encompasses a fresh take on cutting edge fashion with versatility in fabric, design and style.  Modern lines sit comfortably alongside products that celebrate India’s innate appreciation for solid wood and flamboyance. On offer will be soft décor items such as vases, lamps and artifacts that would add pizazz any home, all the way through to desks, dining tables, beds, sofas and cabinets.

WTP, has a rich and fascinating history that has seen it furnish the finest homes of Singapore for over 26 years and has installed its products in over 30,000 homes in Singapore, including that of the former President of the country. With MIMI Homes, the company is set to expand its contemporary furniture line to India, over the next few years.

The MIMI showroom is designed to highlight the subtle manner in which imagination, creativity and simplicity integrate to bring forth the most fascinating creations. The minimalistic themed space allows for the furniture to showcase their distinctive elements.


The range of furniture available comes in three main collections- Downtown, which makes contemporary statements in elegance with its chic and metro look. Rio looks to energise the quirky, colourful side of one’s tastes and Hampton’s that encourages one’s lazy side with uncomplicated comfortable designs. The range and styles on offer, look to put an end to the often-stated frustration of being unable to find what one is looking for.

Service is also a significant factor that MIMI Homes aims to focus on in both sales and after sales. The team at MIMI homes intends to work closely with its customers to help in ensuring their end-to-end needs are fulfilled.

MIMI Homes aspires to transform daily home environments into unique, positive experiences. Its furniture can be defined as ‘effortlessly elegant’ with a look and feel that allows for space to be articulated without intrusion. MIMI Homes will look to taking its furniture all over the country with a multi-channel approach in the future. For now, though Bangalore is home.






“I am thankful to Danish family for helping me, we want more Husna Sheriff in this India” said by a medical student who received the scholarship cheque.

Danish Educational Trust ( a unit of Sheriff Foundation ) was set up in March 2006 in Bengaluru. It was mainly with the aim of identifying talented youth and taking care of their basic economic needs in order to enable them to fully devote their attention towards attainment of education and building of personality.


Speaking to our Media Correspondent, Mrs Husna Ziaulla Sheriff said “Our aim is to provide financial assistance to the needy students of professional courses, and also uplift the socio-economic conditions of the community through education. Till now we have educated more than 1200 students from Danish Educational Trust. We want our students to do well in their education, that is the main object. They can have a better life, more educated and do good services to the society and care for the humanity. This is the main object of Danish Educational Trust.” Said by Mrs. Husna Ziaulla Sheriff, Chairperson of DET.

This year Danish Educational Trust distributed its scholarship a sum of Rs. 34 lakhs for the deserved Engineering, Medical and other Professional Courses for Boys and Girls by Mrs. Husna Ziaulla Sheriff, Chairperson of Danish Educational Trust along with other dignatories present at the function. Every year 100 students are selected from all districts across Karnataka.








Book Bank fulfills education dreams of 6,500 students 

The text-book and scholarship programme for underprivileged students by Rajasthan Youth Association goes online starting next year

Bengaluru, August 25, 2018: Around 6,500 economically weak students from various colleges in Karnataka were provided with textbooks as part of Rajasthan Youth Association’s 44th Annual Book Bank and Scholarship Programme. Rajasthan Youth Association (RYA) will also pay the annual scholarship fee for more than 300 students. The book distribution took place yesterday at the Jnana Jyothi auditorium in the Central College campus.

Speaking on the occasion, Justice Dr. Vineet Kothari, Honourable Justice of Karnataka High Court said, “In this digital era it is time to make books your friends again. The Book Bank programme by Rajasthan Youth Association is a great effort in this direction while also helping the needy.”

He emphasised the need to introduce military training for students to imbibe a sense of responsibility towards the nation.

Guest of Honour Brigadier Shah Nawaz, General Officer Commanding, Karnataka and Kerala Sub Area, called upon the youth to pursue their dreams, while cautioning them that only perseverance and self-discipline can help them reach their goals.

Both Justice Vineet and Brigadier Shahnawaz reiterated that the focus of education should be to make students good citizens and human beings in a society.

Bangalore Central University Vice Chancellor Professor S. Japhet lauded the efforts of the RYA towards the cause of education. He said, “About 60% to 70% of the students enrolling for higher education in Bengaluru are from disadvantaged sections of the society. With access to education becoming an expensive affair, these students need help. We are glad that RYA is supporting them through its Book Bank programme.”

The annual programme was also graced by Rajendar Gandhi, CEO, Stovecraft and Ranjith Kanunga, Kanunga Extrusions.

Starting this year, RYA has decided to also offer support to colleges that lack sports infrastructure. RYA is helping 9 rural colleges across Karnataka to set up five badminton courts, five volley ball courts and 10 table tennis courts, while also offering the required sports equipment.

At the book distribution programme, RYA donated complete sporting gear to three young budding cricketers named Fazulla, Nagma and Rizwan. The cricket kits included bats, balls, cricket shoes, gloves, pads, helmets and clothes.

The children’s father Rahman is an auto driver and is unable to meet their cricketing expenses. Having realised their talent in the game, the Karnataka Institute of Cricket (KIOC) is training them for free.

“They still needed bats, pads and other cricket gear to pursue the game. Their shoes are torn and pads worn-out. They practise with hand-me-downs from seniors at the institute. Realising their plight, we thought this was the ideal cause to contribute as we had started our sports initiative this year. We were inspired by our former chief guests Priyank Kharge and Reeth Abraham who had asked us to also look into sports causes,” says Surpat Choraria, Trust Chairman, RYA.

The father thanked RYA for its support and hoped that it will help the kids pursue their biggest dream. “They were given the option to choose the items for the cricket kit themselves. They are really excited about using them. This has definitely been a big motivation for them,” he said.

RYA announced at the book distribution ceremony that the application process for textbooks and scholarships will go completely online from the next academic year.

“We wanted to make it convenient for students travelling all the way to Bengaluru from remote places across Karnataka to apply for the programme besides going completely paperless,” says says Naveen Galada, Chairman, Book Bank.

This year RYA is expanding the Book Bank and Scholarship Programme to nine new centres including Hoskote, Bangaru Thirupathi, Sidlaghatta, Peenya and K R Puram among others. At present its services are extended to colleges in Bengaluru Urban, Kanakapura, Devanahalli, Kolar Gold Fields, Kadur, Chintamani, Chikkaballapura, Andhahalli and Vemagal.

More than one lakh students have received textbooks from RYA over the past 44 years. As part of the Book Bank and Scholarship programme, 6,500 students have received scholarships during the period.

Based on the performance of their previous year, the undergraduate students of BCom, BBM and BSc are selected for tuition-fee payment. The books distributed are given away as a loan without any deposit and the students have to return them at the end of the year so that others can also benefit from it.

Started in 1975 in Bengaluru by philanthropist, the late Padmashree Mohanlalji Chordia, the book bank project has touched many lives. Initially, he began by distributing 151 sets of textbooks to students from the financially weaker sections of the society. Moving forward, in 1976, he entrusted the Book Bank project to the Rajasthan Youth Association, allowing for larger participation. The association has been contributing towards this cause since then and has been continuing the good work while expanding its reach and activities, most of which are in the field of education.

“We are of the view that education can bring about many positive changes in a nation, and hence we donate mostly towards this cause,” says Amith Bethala, President, RYA. He proudly points out that it is the third generation at RYA that is at the helm.

Interested students can apply online on www.ryabookbank.org for the next year.


Avanturaa Choppers announces 1st showroom in Bengaluru Plans for next in Hyderabad & Delhi NCR

Maiden models – Rudra & Pravega are the first 2,000cc Motorcycles to be
 manufactured in India
 receive ARAI Certification
 approx. 10ft and 9ft in length respectively
Bengaluru, 22nd August 2018: Avanturaa Choppers – India’s first brand of Street-Legal Choppers has recently received ARAI certification for its maiden models and announced the opening of its first showroom in Bengaluru., with Dealer Partner The Driven Café. The distribution network is now slated to expand to Delhi NCR & Hyderabad.
After a well-received mega launch, complimented by nominations in some of the most prestigious Automobile Awards shows, Rudra and Pravega – the Masterpieces, Curated for Connoisseurs by Avanturaa Choppers, are now available for customers to test and purchase. Starting 22nd August 2018, customers all across India can contact the first Avanturaa Choppers showroom at The Driven Café, Residency Road, Bengaluru with enquiries.
India’s first Dealer Principal of Avanturaa Choppers is Ashwin Jain, Founder of Driven By You Mobility LLP, who conceptualized and manages India’s biggest super-car and premium motorcycle self-drive rental company, through the widely acclaimed Driven Cafés in Hyderabad and Bengaluru. The cafés are pioneers in enabling enthusiasts, experience top-of-the-line motorcycles and super cars. “Automobiles have been at the core of our family’s business for the last 38 years and with our valuable customer base who are passionate about premium experiences in the space, Avanturaa Choppers was a natural extension of our business philosophy. We are very excited & proud that this is an Indian brand, and are confident will make an indelible mark on the World map.”
Speaking about the development, Gaurav A. Aggarwal, CEO of Avanturaa Choppers said, “With the launch of our showroom in Bangalore, soon to be followed by other key markets, the realization of our ambition to create a Global impact from India, has begun. The growing culture of leisure-riding in India and the number of connoisseurs pioneering it, give us confidence that the market is ready for Avanturaa Choppers.”
With the critical ARAI certification, strategic distribution network appointments, fully operational manufacturing setup and firm commitment to the company’s vision, Avanturaa Choppers is all geared to deliver motorcycling experiences that compel customers, to redefine their benchmarks of satisfaction.

Maruti Suzuki rolls out the New Ciaz with new 1.5 litre Petrol Engine with new Smart Hybrid Technology installing Lithium-ion battery

Salient Features:

v  Revolutionary New Engine: All-new 1.5 litre K15 Petrol Engine for enhanced performance. (13% more power & 6% more torque)

v  Advanced Smart Hybrid Technology with Lithium-ion battery:  In Petrol variants. Segment first. Standard across variants.

v  Dynamic new front Design: LED projector headlamps with DRLs and LED front fog lamps create a brilliant all-white signature. Elegant Front Bumper & sleek front Grille. LED rear combination lamps.

v  Safe and Secure : High speed warning alert, Reverse parking sensors, Driver and Passenger seat belt reminder alert, ISOFIX child seat restraint system, Dual airbags, ABS with EBD are standard. Electronic stability program (ESP) with ‘hill hold’ function comes standard in Automatic variants.

v  Advanced Features:  Next generation features like Cruise Control, Auto headlamp and Auto headlamp leveling for convenience and customer delight.

Bangalore, 20th August, 2018: Maruti Suzuki India Limited today launched its premium sedan Ciaz, in a brand new avatar. The New Ciaz is now offered with the revolutionary new 1.5 litre K15 petrol engine. The next generation smart hybrid with Lithium-ion battery makes its maiden appearance in the New Ciaz.

The New Ciaz is engineered to offer class-leading comfort, impactful exteriors, elite interiors, unmatched performance along with an array of safety and convenience features.

Presenting the New Ciaz to customers, Mr. Kenichi Ayukawa, Managing Director & CEO, Maruti Suzuki said, “At Maruti Suzuki, we always strive to bring newer, advanced and greener technologies in India. The New Ciaz, powered by K15 Smart Hybrid gasoline engine, is testament of the same. Ciaz is the first car in India to be powered by next generation Smart Hybrid technology with Lithium-ion battery. Over the past four years, Ciaz has redefined the sedan segment with its class leading space, design and sophistication. With fresh changes, we are confident that the New Ciaz will present a complete package in line with aspirations of evolving customers.”

Performance Inspired Powertrain

o New K15 petrol engine with higher torque and power output

·         Power: 77kW@6000 rpm (up by 13%)

·         Torque: 138Nm@4400 rpm (up by 6%)

o Increased engine efficiency contributing to enhanced Fuel Efficiency and performance

Next Generation Smart Hybrid System

o New generation Dual battery system with the following features

·         Idle Start Stop

·         Torque Assist Function

·         Brake Energy Regeneration

Advanced Powertrain with Progressive Next Generation Smart Hybrid

The new K15 Engine continues to deliver best in class fuel efficiency and enhanced performance to Ciaz customers.

As India’s first Smart Hybrid Vehicle, Ciaz continues to build a legacy of innovation. The new Lithium-ion battery is Compact, designed for longer service life and contributes to improved fuel efficiency.

The acclaimed 1.3 litre DDiS Smart Hybrid diesel engine option will continue to excite discerning Ciaz customers.

New Ciaz delivers class leading fuel efficiency of 21.56 Km/l in manual petrol variants and 28.09Km/l in diesel.

Impactful Exterior:

New Ciaz comes with aggressive road presence with new impactful exterior features:

  • Sharp Front Fascia with new Grille & Bumper
  • Sleek & Contemporary LED Projector Auto headlamps with DRLs (Segment first)
  • LED Fog Lamps and chrome Garnish
  • Rear LED Combination Lamps
  • Elegant Chrome Bezels on front & rear fascia
  • 16-inch  precision cut alloy wheels in dual tone Metallic Pebble Grey Finish

Sophisticated Interior:

With core focus on convenience and luxury, the interiors accentuate premium position of New Ciaz with upmarket features:

  • New Birch blonde wood grain  accents with sophisticated low gloss finish
  • Satin chrome highlights on dashboard & door trims
  • New 4.2” Multi information colored TFT display
  • Eco illumination in speedometer which dynamically changes color based on the driving pattern.

Launched in 2014, Ciaz became the most popular mid-size premium sedan under A3 segment. Maintaining its leadership in the segment, Ciaz has sold over 2,20,000 units since launch.

Retailed through the NEXA network, Ciaz has set a benchmark for customers in the mid-sized premium sedan market. The top end (Alpha) variant of Ciaz contributes a phenomenal 41% of its total sales.






Lifestyle launches 7th store in Bangalore in RMZ Galleria

Lifestyle announces the launch of their new store with leading actor Yash

 Bangalore, August 17th, 2018: Lifestyle, India’s most preferred fashion destination, announces the launch of its latest store in RMZ Galleria, Yelahanka. Inaugurated by renowned actor Yash, this is Lifestyle’s 7th store in Bangalore and 73rd in the country. The newly launched store offers an immersive and advanced shopping experience with curated fashion lines, larger than life digital screens showcasing the latest fashion trends, best-in-class store fixtures and a selection of new brands that offer a retail experience that is both unique and memorable.

Mr. Vasanth Kumar, MD , Lifestyle

Spread across two floors and 55,000 sq. ft., the new Lifestyle store provides a seamless shopping environment, elegantly framing the trendy and fashionable offering that Lifestyle is renowned for. Focal points are planned at vantage points to draw customer attention and guide the customer flow in the store. With this new store launch, Lifestyle continues to provide participative and engagement driven experiences for its customers with the highlight being its curated collection, efficiency and service. At the store, customers can choose from a wide variety of national and international brands, including Ginger, Melange, Vero Moda, ONLY, Code, Jack & Jones, Van Heusen, Forca, Pepe Jeans, Bossini, Catwalk, Red Tape, Superdry, Tommy Hilfiger, Casio, Nykaa, Colorbar, Guess and more.

Actor Yash and Mr Vasanth Kumar MD Lifestyle

Speaking on the launch, Mr. Vasanth Kumar, Managing Director, Lifestyle International Pvt. Ltd. said, “We are extremely happy to announce the launch of our new store in RMZ Galleria. This is our 7th store in the cosmopolitan city of Bangalore. Lifestyle stores are known for their on-trend fashion offering and providing an international retail experience that makes our customers happy and satisfied. With our newly launched store, we continue to provide a memorable shopping experience for our customers as they shop at their favorite fashion destination.”

Speaking on the occasion, Yash, Actor & Performer said, “I am excited to be here today. Launching my favorite brand, Lifestyle, in a city that is so close to my heart makes this occasion very special. Lifestyle offers a fantastic array of fashionable choices that are on trend and suit my style. I personaly love their extensive collection of trendy products ranging from contemporary, casual and formal wear. It’s truly a one-stop destination to shop for all your fashion needs”.


Lifestyle is now also available online through lifestylstores.com where customers can shop from the convenience of their home. With features like Click & Collect and Return to Store, Lifestyle offers a true omni-channel experience to its customers. Introduced to facilitate better service and provide its customers with simpler and faster shopping experience, the Lifestyle app is also available for Android and iPhone users.






Philips India celebrates World Breastfeeding Week

Conducts lactation management workshop for new and moms-to-be

Bengaluru: – Philips India, a leading company in health technology, on the occasion of World Breastfeeding Week, 1-7 August, 2018, expressed its commitment towards breastfeeding in India with the aim of improve neonatal outcomes. Philips has teamed up with First Cry and Embassy with an aim to create wider awareness on the benefits and adoption of breastfeeding practices, and help mothers give their babies the best possible start in life. In line with its commitment towards breastfeeding, Phillips India, today, conducted a training workshop for nursing and expecting mothers.

The interactive session led by renowned lactation counsellor, Dr. Shagufta ParveenLactation Consultant IYCF, BPNI Child birth educator (MPT, Obg) addressed the doubts and inhibitions associated with breastfeeding and advised mothers on ways to prolong the breast feeding process, especially for working mothers.

Consider the following statistics:

  • In India, we have around 26 million births every year, one in every seventh child born is preterm and one third of our children are low-birth weight babies.
  •  Exclusive breastfeeding in India is sub optimal and only 37% of women breast feed within 1st day
  • 63% squeezed the milk from breast-discarded  the colostrum before feeding, which is essential as it is rich in antibodies and raises immunity levels
  • 1st one hour of breastfeeding initiation cuts 22% of all neonatal deaths (0-28 days)

Speaking on the initiative, Pooja Baid, Business Head – Health & Wellness, Philips Indian Subcontinent said, “Breastfeeding has tremendous short and long term health benefits for both the mother and the baby. At Philips, we are focused on educating and supporting expecting and lactating mothers. Through this program we will assist in creating a resource pool of experienced breastfeeding mothers who can further educate new mothers.”

Over the last decade, the percentage of infants (under 6 months) who were exclusively breastfed (EBF) in India increased from 46.4 per cent to 54.9 per cent. At the state level, most states saw an increase in EBF, with the exceptions of Uttar Pradesh, West Bengal, Chhattisgarh, Karnataka, Arunachal Pradesh, and Kerala. The EBF increase was highest in Goa, followed by Himachal Pradesh and Madhya Pradesh. In 2016, Chhattisgarh had the highest EBF at 77.2 per cent, followed by Manipur (73.6 per cent), Dadra and Nagar Haveli (72.7 per cent), Tripura (70.7 per cent), and Andhra Pradesh (new, 70.2 per cent). In contrast, Meghalaya had the lowest EBF level at 35.8 per cent.

Philips is raising awareness and helping new mothers overcome the key barriers to sustained breastfeeding. As a socially responsible brand, Philips has always worked towards empowering mothers and helping them raise healthy families. Promoting optimal breastfeeding practices forms a key pillar of this approach.








Over 46% Children under 6 Months Are Not Exclusively Breastfed; State records over 4% Dip

  • Breastfeeding rates in Karnataka for children under the age of 6 months have shown a fall of 4.4% in the last decade; 46% of children are not being breastfed exclusively
  • It has become essential to focus on promoting breastfeeding practices and spreading awareness around the subject in families and in public.
  • Providing alternate options through milk banks such as Amaara can be beneficial for those children whose mothers cannot breastfeed them due to various reasons.


Breastfeeding week 2

Bangalore, 3rd August 2018: In the past decade, Karnataka has witnessed a 4.4%  fallin children under the age of 6 months who are exclusively breastfed. As per the data available, National Family Health Survey reports that 54.2% children younger than 6 months are breastfed exclusively, which was 58.6% in 2005-06.

The overall record in India is 55% on the same parameters, with a large ground left to cover in the direction. Promoting healthy breastfeeding practices comes across as of paramount importance to encourage family member and mothers to support breastfeeding in families.

“Although most people are aware that breast feeding is beneficial for term babies it is not common knowledge that breast milk is even more important for the preterm and low birth weight babies, as it helps in saving their lives. India is the largest contributor for preterm births in the world; roughly 3.5 million babies are born preterm and are the biggest contributors for India’s high neonatal mortality rate. Providing breastmilk for these babies will go a long way in decreasing mortality in this very vulnerable group of our population. Milk banks can help bridge the gap for these babies when mothers own milk is not available and this is where Amaara milk bank is making a difference, supplying milk to these babies in Delhi and Bangalore, both in the private and government hospitals, for more than a year”, says Dr Raghuram Mallaiah, Director, Neonatology, Fortis La Femme, and founder Amaara Human Milk Bank, New Delhi.

Breastfeeding week 4

Early initiation of breastfeeding can prevent deaths caused due to diarrhea and pneumonia. India is one of the top countries which account for child deaths every year because of inadequate breastfeeding and milk banks can help bridge the gap. Mother’s milk can be stored in the freezer for six months at -20 degree Celsius, and at room temperature, it can be used for 3-4 hours.

“As a healthcare company based on women’s health, much of our effort is to promote breastfeeding. While in India the breastfeeding initiation rate is 41.5%, according to UNICEFat Fortis La Femme the average rate for the last quarter is around 80% for all our 4 units. In fact, at Bangalore unit we have the breastfeeding rate past 89%. While the government is progressing towards designing policies and making efforts to facilitate breast feeding, we as an organization also leave no stone unturned to ensure this healthy practice for all our patients with trained and certified Lactation counsellors available to provide guidance and support. For our external patients, we have information sharing groups, a Breast feeding support line and appointments available with our experts through the journey. Breastfeeding is the first benchmark of motherhood and we believe in educating and supporting women on it from all possible directions. We have even got a Breast Milk Bank at two of our hospitals to stretch our support to premature infants who need the nourishment of Breast milk but May have to rely on donor milk for the initial period. All babies have a right to Mother’s milk and we at La Femme ensure to make it happen!” says Ms Anika Parashar, COO, Fortis La Femme.

Breastfeeding week 3

Breast feeding is a convenient method of feeding the child with many added advantages.  Apart from containing all the nutrients that a baby needs, it is easily digestible and is assimilated by the body, protects baby from infection as antibodies from the mother protects the child who is breastfed, is an economical and a natural way to promote mother baby bonding, prevents allergic reaction and subsequent development of coronary heart disease, it helps the baby’s physical and intellectual development, protects mother’s health by helping early involution of the uterus, reduces post partum bleeding, so prevents anemia, reduces the risk of breast and ovarian cancer,  andhelps delay the birth of the second child.