Purna Parmar had been looking forward to breastfeeding her son, Janav, after his birth in 2011. But whenever he latched on to her breast, she felt a searing pain. Soon, her nipples were sore, raw and bleeding. "I found it excruciatingly painful," says Parmar, a customer care executive in Mumbai, India. "And yet, I was wracked by guilt that I couldn't even do this basic thing for my child."