Sunfeast Mom’s Magic Champions Adoption in India, Challenges Societal Biases
Celebrating Motherhood Beyond Biology
Bengaluru: Sunfeast Mom’s Magic, ITC’s cherished cookie brand, has long celebrated the warmth and strength of motherhood. This year, the brand is taking its mission further by advocating for the normalization of adoption in India, challenging deep-seated societal biases that often undermine adoptive mothers.
Despite growing awareness, adoption in India continues to be shrouded in stigma, with many questioning whether adoptive mothers can love their children as deeply as biological mothers. Sunfeast Mom’s Magic aims to dismantle these misconceptions, emphasizing that motherhood is defined by love—not genetics.
A Thought-Provoking Discussion on Adoption
To drive this conversation forward, Mom’s Magic hosted a compelling panel discussion in Kolkata titled ‘Normalizing and Encouraging Adoption in India’. The event brought together influential voices, including:
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Soumeta Medhora, Secretary of The Indian Society for Sponsorship and Adoption (ISSA)
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Mandira Bedi, Actor and adoptive mother
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Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods
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Aniruddha Roy Chowdhury, Filmmaker and director of the upcoming film Dear Maa
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Jaya Ahsan, Acclaimed actor starring in Dear Maa
The panel delved into the emotional and societal challenges of adoption, sharing personal stories and discussing ways to foster greater acceptance.
Mandira Bedi’s Heartfelt Perspective
Actor Mandira Bedi, who adopted her daughter Tara, spoke candidly about her experiences:
“Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias—from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing—creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.”
A Poignant Tribute to Adoptive Mothers
The event also featured the unveiling of a touching poem, “Dil Se Maa”, which celebrated the unconditional love of mothers—particularly adoptive mothers who often face undue scrutiny. The poem reinforced the message that motherhood transcends biology.
ITC’s Commitment to Inclusion
Shuvadip Banerjee, Chief Digital Marketing Officer of ITC Foods, highlighted the brand’s mission:
“At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”
A Call for Change
Sunfeast Mom’s Magic continues to challenge societal norms through impactful campaigns like ‘No More Missed Calls’, ‘Hug Her More’, and ‘Will of Change’. By championing adoption, the brand reinforces its belief that every child deserves a mother’s love—and that love knows no boundaries.
As the conversation around adoption gains momentum, initiatives like these play a crucial role in reshaping perceptions and fostering a more inclusive society.
Key Quotes:
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Mandira Bedi:
“Adoption is a beautiful and transformative choice, driven entirely by love. Society must move beyond outdated stereotypes—a mother’s love has no conditions.” -
Shuvadip Banerjee (ITC Foods):
“We stand with all mothers who create magic in a child’s life, whether by birth or adoption. Love defines motherhood, not biology.” -
From the Panel Discussion:
“Adoption isn’t a ‘last resort’—it’s an act of immense love. Yet, adoptive mothers still face unfair judgments. It’s time for change.”
