Every day in Ethiopia, thousands of women become mothers, and the birth of a child is often surrounded by celebration. Families gather, blessings are given, visitors arrive, and the baby receives attention from every direction. But after the celebration quiets down, many mothers are left facing one of the most important and difficult parts of motherhood with limited practical support: breastfeeding.
For some, breastfeeding comes naturally, but for many others, it is accompanied by questions, self-doubt, physical discomfort, conflicting advice, and emotional pressure.
“Is my milk enough?”
“Why is breastfeeding painful?”
“My baby keeps crying after every feed, am I doing something wrong?”
“How will I continue breastfeeding when I return to work?”
Millions of mothers ask, often without knowing where to turn for trusted, practical support. This is where Kuri Mothers Health Solution steps in, created specifically to address these common concerns and provide the guidance and reassurance that new mothers need.
Kuri is Ethiopia’s first lactation support platform, built to support mothers through breastfeeding and postpartum care. The company combines lactation support products, breastfeeding education, practical guides, digital community, and access to lactation consultation through health professionals. Its work is centered on one simple belief: mothers should not have to navigate breastfeeding alone.
Kuri began from a real and personal experience. A close family member of the founder struggled to breastfeed and found herself surrounded by scattered advice, traditional remedies, and uncertainty, but no structured support system. Later, through deeper market validation and conversations with mothers, the team confirmed that this was not an isolated experience. Kuri interviewed more than 600 mothers in Ethiopia and 100 mothers in Rwanda, and around 80% expressed interest in a breastfeeding support product and community support.
That insight shaped Kuri’s direction. The company is not positioning itself as only a tea brand. Kuri is building a mother-support platform around breastfeeding: a place where mothers can access trusted information, connect with other mothers, ask questions, receive practical guidance, and be referred to professional support when needed.
Its first product, Kuri Lactation Tea, is made from locally sourced herbs and tea ingredients and is designed as part of a broader breastfeeding support routine. But the product has only one entry point. Kuri also provides breastfeeding guides, pumping and milk storage education, a dad’s guide to help families support mothers, a Telegram-based mother community, and consultation access through doctors and a midwife.
This August, Kuri is bringing that mission to life through a major World Breastfeeding Week campaign.
World Breastfeeding Week is celebrated globally from August 1–7 to raise awareness about breastfeeding and strengthen the support systems around mothers, families, health professionals, workplaces, and communities. For Kuri, this week is not only a public awareness moment. It is an opportunity to meet mothers where they already are: inside hospitals, MCH centers, OPD areas, ANC rooms, postnatal spaces, and digital communities.
Kuri’s 2026 Breastfeeding Week campaign is being organized in recognition of World Breastfeeding Week, with permission to use the WABA / World Breastfeeding Week campaign logo. The campaign will bring together more than 10 hospitals and MCH centers, with around 100 volunteer doctors, health professionals, interns, and team members expected to support mothers after passing through onboarding and orientation.
The campaign is designed to be both emotional and practical. Onsite, Kuri teams will conduct breastfeeding awareness sessions, distribute education guides, collect mothers’ real questions, create support corners, and connect mothers to Kuri’s digital community and consultation pathway. The team aims to reach more than 10,000 mothers and families within the seven days of the campaign through hospital and MCH touchpoints.
Mothers will receive practical resources on breastfeeding basics, milk confidence, latch and positioning, pumping and milk storage, mother nutrition, and family support. For mothers who need additional help, Kuri will provide a pathway to free lactation consultation and follow-up support through its clinical network.
The campaign will also run digitally through Kuri’s social media and Telegram community. Its main campaign ideas include the Milk Confidence Hotline, which encourages mothers to ask for support before panic takes over; the 3AM Mom Campaign, which speaks to the unseen night-time struggles of mothers; Latch Lab by Kuri, which gives practical breastfeeding education; and the Support Her Better Challenge, which brings fathers, families, friends, and communities into the conversation.
The heart of the campaign is clear: breastfeeding should not be treated as the mother’s burden alone. It requires a support system.
This is why Kuri’s work matters. Ethiopia has strong cultural belief in breastfeeding, but many mothers still lack structured support after delivery. Advice is often fragmented between family, health facilities, pharmacies, social media, and informal communities. Kuri is working to organize that support in a way that feels both trusted and familiar: clinically responsible enough for healthcare professionals, but warm and culturally rooted enough for mothers and families.
Kuri also sees breastfeeding support as part of a wider maternal health and economic story. Its product is built on local sourcing and agri-processing, creating demand for Ethiopian herbs and tea ingredients while supporting local value chains. As Kuri grows, its vision is to connect maternal wellness, local agriculture, women-led enterprise, and digital health support into one practical ecosystem.
For Kuri, World Breastfeeding Week is not a one-time campaign. It is a starting point for stronger partnerships with hospitals, MCH centers, pharmacies, community organizations, and health professionals. The campaign will help Kuri identify real mother concerns, validate demand for lactation consultation, build new sales and service channels, and strengthen its role as a trusted platform for mothers beyond delivery.
At a time when many conversations around motherhood focus mainly on the baby, Kuri is asking Ethiopia to also look at the mother: the mother who is healing, feeding, worrying, learning, and still showing up every day.
Because breastfeeding may be natural, but support must be intentional.
And through this campaign, Kuri wants every mother to hear one message clearly: You do not have to do this alone.
