DUBAI – The cover of the very popular Malayalam magazine Grihalakshmi hasbeen the centre of debate on social media. The reason?

A woman breastfeeding a baby is its cover photo. The magazine claims it isthe first time an Indian publication has put the image of a womanbreastfeeding on the front cover.

The image is part of a campaign called “Breastfeed Freely,” which aims tostop shaming women breastfeeding in public but the decision to use a modelwho is not a mother herself is a major point of contention among manynetizens.

The magazine’s March issue features a striking image of Dubai-based actorand model Gilu Joseph staring straight at the camera, with a baby at herbreast. The text on the cover reads: “Mothers tell Kerala: please stopstaring, we need to breastfeed.”

Defending her decision to appear as a breastfeeding mother, Ms Joseph saysbreastfeeding in public often causes women to face discrimination anddiscomfort.

“Society doesn’t provide an environment for women to breastfeed in publicand feel safe while doing it,” she says in a video posted on Facebook.”It’s a privilege mothers have – feeding their child – you don’t have to beafraid or ashamed.”

“I had no second thoughts about doing this shoot, despite being a woman whois not married and is not a mother,” Ms Joseph adds. “It is for a goodcause.”

The cover has divided opinion on social media, with some calling the move”gimmicky.”

But there has been an outpouring of support as well, including a thumbs upfrom UNICEF India.